Joann Guo

Typically, most campaigns can fall into one of the two buckets: awareness or performance. We need to create campaigns that have a balance of brand and performance as we c...

Before going into strategy setting, it’s important to align and joint plan with your fellow counterparts in sales, business, product, analytics, operations, PR, and other...

For ad-hoc campaigns, we typically would either repeat and iterate if it’s performing well or kill it if it’s not. Even if it’s not performing well, we would take that le...

For B2B marketing, customer testimonials play a critical role if you are looking to drive awareness and consideration of your product or services. Testimonials can be in ...

Depending on your objectives and target audience, you have the flexibility to deploy various strategies. When focusing on B2B efforts, we found virtual events like webina...

The key is having fluid strategy because things are constantly in flux (ie. business priority shift and budget reduction due to macroeconomic conditions). Hence, it’s alw...

This one is slightly tricky but a good rule of thumb is getting primary stakeholders’ inputs as early as possible, especially for things that need resourcing from other t...

This depends on your product stage and goals. If your product is relatively new and has yet to achieve product-market fit, it is crucial to invest heavily in building awa...

Let's start by setting clear and specific goals that align with the broader objectives of your business. Think about what you want to achieve, whether it's reaching a cer...

It's really important to understand what's behind your specific performance numbers and figure out if there's an opportunity to pinpoint and improve those factors directl...