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Account Based Marketing Strategy
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Demand Generation Strategy
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Demand Generation Strategy
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • March 1
Below is a summary of the information I recommend. However, please take this and evolve it to meet the needs of your business, target audience and goals. * Sales organization. What is your sales process? How long is the sales cycle? Are you a product-led sales org, enterprise or somewhere in......Read More
405 Views
3 Answers
Erika Barbosa
Observable Head of Growth Marketing • February 14
Great question! It’s helpful to approach your demand generation strategies from the perspective that it is constantly evolving. Approach it from a growth mindset. This is not a “set it and forget it” scenario. Here are a few recommendations to get started: * Speak with customers. First and f......Read More
482 Views
4 Answers
Erika Barbosa
Observable Head of Growth Marketing • October 30
When to include net-new campaigns and expansion/upsell campaigns is largely dependent on what stage your organization is in. * Net-new campaigns: I tend to view this from the lens of proven channels and experimental. I recommend carving out a portion of your budget to support net-new cam......Read More
570 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • November 10
I am of the perspective that website optimization should be incorporated as a priority (at least to some capacity) with all digital marketing strategies. I believe having a testing mindset is critical for growth. I do not recommend thinking about it as it relates to indicators for whether or not ......Read More
805 Views
1 Answer
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 9
The first places I'd invest for short term wins: * Capture intent via paid search (Google search, but also Bing) across branded and non branded keywords * Optimize your website for lead conversion (CTA structure, strategy, form enrichment) * Make sure you have multiple "high intent" o......Read More
379 Views
How do you balance demand gen targets against sales quotas and company-wide revenue goals?
Related to demand gen / sales alignment, specifically thinking about aligning quarterly targets and demonstrating Demnad Gen's contribution to revenue
1 Answer
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 9
I always think about demand generation's contribution to company revenue. For example, I think about marketing contributing to inbound, new logo pipeline + ARR by segment. Marketing should contribute more to an SMB segment (80%+), and less for an Enterprise or Strategic segment (~30%). All market......Read More
410 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • November 1
One growth strategy I highly recommend to increase customer lifetime value is segmentation. The more we can address a customer’s specific needs, the more impactful the results will be. Customers want to be heard, and segmentation enables a more tailored approach. Loyalty programs can also be imp......Read More
506 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • November 1
There are indeed ways to pursue cost-effective growth marketing for startups! The key here is not only what is cost-effective but also what delivers an impact on the desired business outcomes. While this can look different depending on the company, a few tried-and-true approaches include: * Con......Read More
521 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • November 1
I believe the main difference between traditional marketing and growth marketing lies in the overall approach. Traditional marketing typically relies on tried-and-true methods, while growth marketing tends to be very data-driven, adopting an experiment, iterate, rinse and repeat mindset. Traditi......Read More
474 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • November 1
I believe you need to identify your target audience before you can be successful in your growth marketing initiatives, especially if you are working with a budget. There are a few ways to go about pinpointing your audience, such as: * Market Research * Customer Personas * Current Customer A......Read More
464 Views