Author Archives: cristianc

Choosing the right channels for your B2B campaign

B2B marketers face tough decisions when determining which channels to use to reach their ideal customer profiles (ICPs). According to DreamData, an average prospect requires 62.4 touches across 3.6 channels, involving 6.3 contacts over a period of 192 days. This highlights the complexity of customer journeys and the challenges of accurate marketing attribution. Setting upContinue reading “Choosing the right channels for your B2B campaign”

How to overcome missalignment between marketing and sales teams

One of the major challenges that most B2B organizations face is the disconnect between marketing and sales teams. This issue is especially significant in companies targeting mid-sized to enterprise businesses, where sales cycles tend to be long. According to a study by Gartner, the most common reason for sales and marketing misalignment is having separateContinue reading “How to overcome missalignment between marketing and sales teams”

Forecasting B2B growth guide, using the source of growth framework

Forecasting growth is one of the most important exercises for a business. This should help gather alignment on growth opportunities and assess the resources required to achieve it. There are many ways to forecast, some more casual others more data-driven and scientific. Generally, as the organisation grow the tendency is to have two approaches toContinue reading “Forecasting B2B growth guide, using the source of growth framework”

Startup stages of growth and how to prioritise marketing initiatives

After many years of working with entrepreneurs, startups and large brands I have identified some patterns in marketing activities that will be crucial at each stage of growth. Most entrepreneurs lack the experience to identify what initiatives they have to focus and will help them maximise their chances of success. They might have references ofContinue reading “Startup stages of growth and how to prioritise marketing initiatives”

How to approach new channel testing and measurement

Hearing about new social networks, apps and advertising platforms is common. There is so much hype around them that we sometimes forget the importance of campaign planning. So many times I have heard, “we have to run ads in networks A and B”, just because I heard it’s a popular place for advertising or aContinue reading “How to approach new channel testing and measurement”

How to secure investment, plan, execute and measure a brand campaign

We all know the power of a strong brand. How effective and important is it for a business to be top of mind to potential customers. How successful brands manage to position themselves in a specific industry or market. If I had to ask anyone to name 3 tech brands, they would easily mention brandsContinue reading “How to secure investment, plan, execute and measure a brand campaign”

Developing b2b customer personas for effective marketing planning

If you’re starting your own business or trying to grow, an essential part of planning is determined by understanding your customers. By focusing on developing solutions that fit their needs, we expect to sell more products or services and generate more revenue. That’s why business functions like product, marketing and sales work together to identifyContinue reading “Developing b2b customer personas for effective marketing planning”

Key marketing metrics, identifying your MAX CPL through CAC, LTV and ROI

You’ve probably heard about marketing acronyms, you can find these everywhere (SEM, CRM, CMS, PPC, SEO, B2B, B2C, D2C, and an endless etc), there are new popping up all the time. It might seem hard to keep up with them and you might sometimes feel as you´re at risk of becoming outdated or missing outContinue reading “Key marketing metrics, identifying your MAX CPL through CAC, LTV and ROI”

Using scientific methodology in marketing

Traditionally there is a perception about advertising and marketing being a field dedicated to arts, creative people thinking about slogans and filming videos for the next TV campaign. Although this in some way remains true, there are some fundamental changes happening in the industry that influence the basis of any marketing activity. An increasingly popularContinue reading “Using scientific methodology in marketing”