Bhavisha Oza

This is where using Account Based Marketing and Demand Unit Waterfall (DUW) comes into play, especially for B2B Mid-market and Enterprise segments. Integrating a solution...

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...

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...

Below is how I would define the demand gen strategy, create content and plan campaign tactics aligned to the 5 stages of awareness UNAWARE: Demand gen strategy: Build aw...

It is important to recognize that the B2B buying cycle is not linear. Various buyers can be in different stages of the buying cycle and the best way to address this is to...

The key variable that affects the choice of channels is -- target audience. Audience type - Is this a new business campaign or install base, cross-sell / up-sell campaig...

Below are 9 best practices for scoring leads Build your scoring model with demographic and behavioral scoring. Collaborate with your Product Marketing team to define the...

There are three scenarios I can think of here: New product launch Thought leadership campaigns Campaigns with the theme of Business / Technology / Industry Trends In...

The most important "tactic" (if you may) that has worked well for me is alignment with sales on strategy before launching the campaign. And regular ongoing reviews, updat...

A demand gen strategy should be a mix of campaigns tied to funnel stages. Content must be created to align with each of these stages Brand Awareness Top of Funnel campa...