Digital Marketing Strategy

If any of these are true, stop launching campaigns and fix the site:Traffic up, conversions flatHigh bounce on core intent pages (pricing, demo)Form fill ≠ sales-qualifie...

To make sure strategies align, you have to ensure that sales and marketing are reading from the same sheet of music. When a marketing team is measured on leads, not oppor...

Pipeline and scoring are huge for us. However, when a lead is not qualified or not moving through our channels, we take a few approaches. 1- We take our colder leads and ...

Ahh, leads falling off, what a fun topic. We work very closely with our marketing operations team on our sales reporting (Marketing Contributed Pipeline). One of our com...

This will be very specific to your business and offerings, but I have found success in print within niche publications. Oftentimes you’ll want to pair this with a digital...

Growth marketing is the practice of attracting new customers, engaging your customers with content and generating revenue for your organization. Using data is key as you ...

We use segmentation both at the account and contact level since we are a multi-solution company. Start with what problems your solution(s) solve, then determine which peo...

The best landing page is the one that converts best, right? But it's not always that simple! Relevance is key. You want to give people exactly what they're looking for. S...

It depends entirely on your marketing objectives. If your primary goal is lead generation, then lead volume is a key metric. You'd want to identify which channels are dri...

I highly recommend implementing 301 redirects if you are changing your URL structure. This will help preserve some of the positive SEO signals you have generated. Keep th...

SEM is an excellent way for a company to get up and running by responding to demand in the market. Early-stage companies who have not established their brand can start dr...

It depends a bit on whether you're using a PLG or Sales-Led model. PLG: Usually, the first sign is that trial leads aren't activating, or not enough inbound leads (demos...

Most often SMB sales cycles are both shorter and involve fewer people. So you'd typically want to target them in ways that focus on moving them quickly. Very similarly to...

Follow the Gartner B2B buying jobs framework referenced in the question on enterprise demand gen above. Address the challenges specific to the buyer persona and explain h...

This will require a mindset shift across the organization, so you'll want to be mindful of how it is communicated. Here is a high-level approach to the steps I would reco...

Lead scoring is an integral part of my demand gen strategy to help gauge intent and engagement. It should be used along with other programs, like 3rd party intent data, c...