Nick Crain

Generally I think B2C advertising for brand awareness play versus a B2B tactics unless you have large budgets for mass awareness like Salesforce. Was very cool to see their ads during the F1 race this past weekend in Las Vegas on the Sphere! Would be great to see how they measure the impact there to pipeline or revenue. I am sure they saw some lift in traffic ect.

Its important to note, every company seems to have a different definition of integrated campaigns, and can be an overused term in a lot of SaaS companies - few actually run integrated campaigns. I typically look at the end goal for the campaign. If you have large pipeline, or MQL goals often running integrated campaigns can be the only way to achieve that target. Depends the channel mix you have at your disposal and the performance you can squeeze out of those channels based on the budget you have for the given campaign. Keys: - Size of the goal (leads, mqls, pipeline, revenue) - Audience size - Budget - Channel Performance