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What are some factors you consider when determining whether an integrated approach is the best campaign strategy?

Nick Crain

SAP Concur Senior Marketing Manager, US MM • 2y

Its important to note, every company seems to have a different definition of integrated campaigns, and can be an overused term in a lot of SaaS companies - few actually r...

323 Views

What channel combinations have you you’ve tried that surprised you with high performance?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I wouldn’t say it surprised me, but I am a big believer in combining SEO with other channels. It has a compounding impact. I typically like to experiment with this from t...

872 Views

How do you make decisions about the order in which different tactics go live on each channel within the larger campaign strategy?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

This question is very similar to a prior response I provided for the question: What factors affect the timing between different tactics going live? From my perspective, ...

289 Views

What factors affect the timing between different tactics going live?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Some examples of factors I would take into consideration when different tactics go live are: Measurement. How will you measure each tactic? Can the performance of one ta...

879 Views

What are key ingredients of a successful campaign launch ? How do you ensure that the launch is full proof

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

First, I’d like to define a B2B campaign as a set of tactics that will drive pipeline revenue for a particular solution or a market segment. The campaign timeline can spa...

3,321 Views

How can the visual design and messaging of a campaign be integral to providing a cohesive experience for the target audience?

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

Messaging and content should be funnel specific and aligned with the buyer jobs to be done. I have used the Gartner B2B Buying methodology which is based on the foundati...

2,641 Views

What variables affect your strategic choice of channels, when designing an integrated campaign?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

When designing an integrated campaign, I recommend starting with the business objective or goal. What are the desired outcomes from the campaign? This is your north star ...

351 Views

How can a marketer plan for cohesiveness across tactics and channels with different levels of audience engagement?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

It all starts with communication as simple as it sounds. Understand the customer journey and the various touch points you'll have with your customer. This takes preparati...

440 Views

What are the differences between the sequence in which tactics go live and the sequence in which they end?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

This may be an unpopular opinion, but I don’t believe there is one set way in which tactics should go live and end. I prefer to tailor this based on the mix of tactics, s...

915 Views

How does an integrated campaign strategy differ when designed to meet pipeline/revenue goals versus a broader, TOFU-centric goal like increasing brand awareness?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

The strategy will differ by the tools, tracking, and performance reporting you’ll use. Since the desired impact differs (revenue versus awareness), the tactics too will t...

412 Views

What amount of channels and tactics provide the best “bang” for the campaign budget’s buck?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

From my perspective, it's not about the amount of tactics but rather how impactful the channel is based on your goals. More channels does not mean better results. Rather ...

1,015 Views

What roles do a company’s industry, suite of products/services, and organizational goals play in the tactics and channels used?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I recommend thinking about demand generation as having a toolbox. Depending on the goal, you will select the appropriate tactics. Here is how this impacts the areas outli...

1,025 Views

What are some channel combinations you have tried that have unexpectedly underperformed?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Some channel combinations I have tried that unexpectedly underperformed include taking a mature program such as Google Ads or SEO and combining it with an experimental pl...

1,011 Views

What kinds of visual identity and messaging are best to create in order to support a campaign that is truly integrated across all tactics and channels?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

For a campaign that is truly integrated, I recommend thinking of this from the perspective of no matter what touch point you have with the user, it will make sense for th...

1,009 Views

Demand Generation Subteams · Integrated Campaign Marketing