Nash Haywood

Head of Digital Marketing, Cloudflare

About

I’ve spent over 10 years in B2B marketing for $1B+ enterprises and hyper-growth startups. I take a data-driven approach to delivering results with revenue-focused marketing to attract, acquire, and retain profitable customers with a heavy emphasis......more

Content

How do you balance demand generation goals (lead generation) with account-based marketing strategies that are focused on engaging ideal fit accounts?

Nash Haywood

Cloudflare Head of Digital Marketing • July 25

I've found that using a double-funnel approach to be one of the best ways to balance -- it helps align your team on goals, outcomes and other critical components to growth. The Double Funnel approach focuses on both high-value accounts and always-on marketing channels, and the combination helps i......Read More

893 Views

What is a good approach to structuring a growth marketing team?

Nash Haywood

Cloudflare Head of Digital Marketing • September 20

Building a successful growth marketing team involves a number of key roles which vary based on team size, product and growth strategy. Here are some essential roles to consider: * Head of Growth: Responsible for developing and executing the comprehensive growth marketing strategy. This indiv......Read More

850 Views

How do you plan for and set channel specific goals?

Nash Haywood

Cloudflare Head of Digital Marketing • July 25

Planning for and setting channel-specific goals in B2B is complex due to most channels being used at multiple stages of the funnel, creating a complexity in planning how to invest and evaluate performance. I’ve found these things to be most helpful when setting channel-specific goals across diffe......Read More

836 Views

With an increased focus on retention and expansion in SaaS, what types of tactics do you think are easily transferred from demand generation teams that traditional focus on new business?

Nash Haywood

Cloudflare Head of Digital Marketing • September 20

Absolutely, there are several tactics from demand generation strategies that can be repurposed effectively to focus on retention and expansion with minimal effort. In fact, many SaaS marketing teams are now finding themselves handling both acquisition and expansion efforts, tasked with repurposin......Read More

776 Views

How should B2B brands work offline channels like direct mail and out-of-home into their channel mix?

Nash Haywood

Cloudflare Head of Digital Marketing • July 25

Offline channels are a good way to standout and diversify your marketing mix. I've found that direct mail is a great way to get started and can be core to an effective and personalized 1:1 or 1:few ABM strategy, especially if you have an interesting direct mail piece. Here's a blog post from Send......Read More

772 Views

How do you incorporate experimentation and A/B testing into growth marketing strategies?

Nash Haywood

Cloudflare Head of Digital Marketing • September 20

Incorporating experimentation and A/B testing into growth marketing strategies is key for driving sustained growth. Without it, marketing results often plateau quickly. Here’s a 6-step process I’ve used in the past to structure a conversion rate optimization program around. Step 1 - Hypothesis......Read More

771 Views

What is the difference between growth marketing and demand generation?

Nash Haywood

Cloudflare Head of Digital Marketing • September 20

Growth marketing and demand generation are both essential facets of a comprehensive marketing strategy an while there are some similarities, they focus on different areas, utilize unique tactics and are measured differently. Here’s how I think about it and would break down the differences: Sco......Read More

770 Views

How can B2B marketers leverage online review platforms or third-party directories as as part of an effective digital channel mix?

Nash Haywood

Cloudflare Head of Digital Marketing • July 25

B2B marketers should pay close attention to third-party directories. These platforms provide an excellent opportunity for prospects to discover your products or services, gain trust from unbiased user reviews, and, ultimately, assist in the decision-making process. Platforms like G2, TrustRadius......Read More

756 Views

How do you maximize channel performance between demand generation and demand capture strategies?

Nash Haywood

Cloudflare Head of Digital Marketing • July 25

Generally, adding as much spend to the lower portion of the marketing funnel (aka demand capture) will typically result in high ROI on paper but sacrifices the upside effective brand marketing provides. Typically I recommend maximizing paid and organic search budget to capture all in-market buyer......Read More

753 Views

What things in your marketing strategy would change if you move your GTM motion from sale-lead to product-led?

Nash Haywood

Cloudflare Head of Digital Marketing • September 20

Switching from a sales-led to a product-led go-to-market (GTM) motion is a significant transition that necessitates adjustments across various facets of your marketing strategy. Here's how different components might change: * Content and Messaging - While sales-led strategies prioritize sales ......Read More