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Erika Barbosa

Erika Barbosa

Head of Growth Marketing, Observable
About
High-growth marketing leader who is revenue minded with 15+ years in demand generation, growth marketing and data analysis. Value-driven track record of creating and executing data-driven strategies to drive revenue growth and bringing products to......more

Content

Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 23
The best demand generation candidates have curiosity in common. The demand gen space is constantly evolving. If you are not curious, it’s difficult to keep up. How do you stay curious and motivate curiosity? * Keep reading, learning and exploring topics of interest. * Embody a testing menta......Read More
914 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMay 14
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
805 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 18
The one channel I would say is fundamental is SEO. Aside from SEO, there are too many variables to classify a channel as fundamental (e.g., business objectives, budgets, etc.). From my experience, it's imperative to have a testing mindset for demand generation. If you view demand gen from that......Read More
718 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 23
It’s critical to understand what autonomy looks like for you before the interview. Once you have clarity on your definition of autonomy, consider the following types of questions. Questions for your potential manager: * What does leadership look like to you? * How do you typically manage wo......Read More
699 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 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
674 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 16
You present the success of the email strategies you are managing by focusing on metrics that matter. Tie your efforts back to revenue when you can. Open rates are interesting, but this metric does not truly speak to the success of your email strategy. With the progression of privacy and lack o......Read More
634 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 23
You can improve your interviewing skills in what I group as five different but complementary categories. 1. Preparation: This is first and foremost. The more prepared you are the more confidence you’ll have. Regardless of what level you are at in your career, I’m an advocate for prepara......Read More
633 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 17
I recommend viewing this question from the perspective of a demand generation toolbox. From strategy to strategy and based on the goal at hand, you will use a variety of tools. This is the nature of demand generation. If you factor in seasonality, product offerings, and just pure human nature,......Read More
628 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingDecember 9
I would actually say there isn’t a “typical” career path. Lots of individuals come from areas such as SEM, SEO, product marketing, and field marketing, to name a few, but it’s a diverse space. There is lots of opportunity to grow in your career within demand generation too. Because demand generat......Read More
591 Views
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingJanuary 25
I recommend you first check out my answer related to this at the link below. One incredibly meaningful aspect of sales that is highly applicable in demand generation is having a deep understanding of your customers. The sales and marketing relationship is critical. I am of the belief you have a u......Read More
568 Views
Credentials & Highlights
Head of Growth Marketing at Observable
Formerly Issuu, OpenText, Webroot
Top Demand Generation Mentor List
Top 10 Demand Generation Contributor
Lives In Los Angeles, CA
Knows About Data and Analytics, Demand Generation Career Path, Demand Generation Interviews, Dema......more
Work At Observable
Product Marketing Manager
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