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 up…
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 separate…
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 to…
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 of…
Effective workshop for marketing prioritization and planning
Marketing planning and prioritization shouldn’t be complex, use a workshop to bring out ideas, discuss and align on the way forward
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 a…
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 brands…
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 identify…
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 out…
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 popular…
How to elaborate a messaging and value proposition strategy
Why a value proposition strategy? The role of the marketing teams is to support the business meet its goals with a given budget by reaching out to customers. A key piece of this activity is done by understanding the customer needs and providing products that will cover their needs better than any other business is…
Affiliates and partnerships basic concepts and best practices
Affiliate marketing can become a major source of traffic and revenue for your business. It has been and will continue to be an innovative acquisition channel that is evolving constantly. Make sure you consider this channels when planning your marketing acquisition efforts. For the ones that might not be familiar with this channel, in short,…
Email marketing strategies for acquisition and onboarding purposes
Why email for acquisition purposes? When we talk about user acquisition we might think that paid search and display channels are a priority to be activated, as they will be effective driving traffic and reaching out to audiences. This might be true if we are looking to deliver growth through digital channels. However, it is…
Activating paid social and display channels best practices
From a strategic perspective, Paid social and display channels have the potential to reach a broad range of audiences and also the ability to target users at very early stages of their life cycle. Given this particular aspect, these will be very effective on helping us generating awareness and consideration or in other words generating…
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About Me
Hi, I’m Cristian Calls. Growth marketing professional with over 15 years of experience in the field. Passionate about travel, sports, marketing and business!
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