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Account Based Marketing Strategy
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Demand Generation Strategy
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Erika Barbosa
Observable Head of Growth Marketing • June 6
To effectively convey trust and core values to buyers and increase pipeline engagement, it starts with human connection. One way to connect with your buyers is through storytelling and transparency. Tell your brand's story in a way that illustrates trust. Here are a few additional strategies to c......Read More
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3 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 15
Both virtual and live events have their own advantages and disadvantages. While I believe that live events will always be favored due to the level of connection and engagement they provide, there is still a place for virtual events as well. That being said, virtual events can offer better ROI due......Read More
362 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • May 31
One example I can share is what I would consider an SEO (organic) growth loop. We devised a plan to create pages targeting the names of viruses that users commonly search for. In this role, we had an extensive network of identified viruses, enabling us to swiftly generate pages aligned with the s......Read More
194 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • May 30
Data analysis plays a critical role in growth marketing. I would go as far as to say that you won't be as successful in growth marketing if data analysis is not part of your toolkit. It helps identify customer behaviors and trends for driving business growth. While I am also a huge fan of qualita......Read More
238 Views
2 Answers
This depends on your product stage and goals. If your product is relatively new and has yet to achieve product-market fit, it is crucial to invest heavily in building awareness and generating demand. Paid channels (if budget allows), such as paid search and social, are often faster to scale and c......Read More
408 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • May 28
From my perspective, customer acquisition and retention are interconnected. If done correctly, the users you acquire will stay retained. It comes down to delivering on the promise you made when acquiring a user. When crafting your acquisition strategies, you should keep in mind how you will see ......Read More
240 Views
2 Answers
Let's start by setting clear and specific goals that align with the broader objectives of your business. Think about what you want to achieve, whether it's reaching a certain number of new customers or generating a specific amount of revenue. Once you have these goals in place, it's time to estab......Read More
399 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • May 26
The way I recommend incorporating experimentation and A/B testing into growth marketing is by making it an ingrained part of the strategy. One of the foundations of growth marketing is experimentation. Regardless of your go-to-market motion, industry, or goals, there is an opportunity for experim......Read More
175 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 24
I see this process as dynamic, as it should evolve based on business goals. Furthermore, this process should be approached with an experimentation lens. Here are a few questions to ask yourself: * What are your business goals, first and foremost? * What is the business really strong in versu......Read More
159 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • April 30
I would definitely focus on optimizing pages for conversions. This is a better use of your time and will have both short- and long-term benefits. Why? Firstly, it is a more cost-effective approach. Secondly, it can generate faster results. And finally, it solves the root problem rather than......Read More
182 Views