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Digital Marketing Strategy

When should a company focus on an SEM strategy?

3 Answers

Adam Kaiser

6sense VP, Growth Marketing • August 11

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 driving interest and opportunities immediately. As an organization grows, SEM can continue to be a large part of its digital t......Read More

1769 Views

What is your strategy around segmenting buyer personas? What factors do you segment on?

3 Answers

Jeff Jewett

Atlassian Head of Enterprise Demand Generation • April 13

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 people (using title, seniority, department, or other factors), industries, companies, and available TAM from those companies for a......Read More

637 Views

How do you approach enterprise demand gen differently at an organization that historically relied more on free trials and word of mouth?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • April 15

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 recommend: 1. Document your target audience: What is the ideal customer profile (ICP)? What has worked and what hasn't worked......Read More

323 Views

What role does lead scoring play in your Demand Gen Strategy and what were the steps and considerations you took to set it up?

2 Answers

Jeff Jewett

Atlassian Head of Enterprise Demand Generation • April 13

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, contact and account enrichment, and 1st party data from sales teams to determine when a lead is highly engaged and likely ready ......Read More

630 Views

How do you rank lead sources and adjust your budget allocation accordingly by channel?

2 Answers

Jeff Jewett

Atlassian Head of Enterprise Demand Generation • April 13

We track our spend and pipeline influence (multi-touch pipeline attribution by marketing activity) and by marketing channel to determine the pipeline ROI. We can then extrapolate bookings ROI by applying our win rate to understand which marketing channels are most effective in generating pipeline......Read More

588 Views

When strategies begin to become misaligned with your sales team how do you ensure you both get back on track? What measures do you put in place to stay on track with aligned strategies?

3 Answers

Adam Kaiser

6sense VP, Growth Marketing • August 11

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 opportunities (pipeline/revenue), marketers will determine what tactics produce the most leads and execute on those. Immediately, yo......Read More

895 Views

How do you target say, SMB, for each stage of the funnel? (interview question I received:)

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • April 12

I recommend first starting with the problem you are solving for your target audience. What do they care about? Depending on your go-to-market motion, you’ll want to personalize this approach. You can think of this in the following framework: * Awareness Stage * Consideration Stage * Decisi......Read More

257 Views

What tactics do you use when early opps aren’t progressing into qualified pipeline?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • April 11

When early opportunities aren't progressing into qualified pipeline, a few tactics that can be deployed consist of: * Review targeting: Are you generating the right types of opportunities? * Reevaluate the qualification process and pitch. Can the sales team better refine their qualification......Read More

255 Views

What does growth marketing mean to you? How does it fit within the rest of the marketing org?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • April 8

Growth marketing means different things depending on who you ask. To me, growth marketing is focused on rapid experimentation to acquire, activate, engage, and monetize. Oftentimes, traditional marketing organizations will focus on brand marketing, acquisition, content marketing, etc. However, gr......Read More

301 Views

How do you go about pinpointing where leads are falling off and how did you resolve it?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • April 7

This is where analytics skills come in handy :) To pinpoint where leads are falling off will largely depend on your go-to-market motion. The process will look very different from an SMB org, to a product-led growth org, to a sales org. That being said, you need a way to visualize the user path......Read More

232 Views