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”
Category Archives: Digital marketing
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 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”
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,Continue reading “Affiliates and partnerships basic concepts and best practices”
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 isContinue reading “Email marketing strategies for acquisition and onboarding purposes”
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 generatingContinue reading “Activating paid social and display channels best practices”
Using SEM as a strategic channel and step by step setup process
As a marketer you’ve set your strategic goals and are now you might be asking yourself if Paid Search will be a channel you’ll be choosing to promote your product or service. The short answer to you is yes, you will test it. Paid search is probably the most versatile channel, in terms of reachContinue reading “Using SEM as a strategic channel and step by step setup process”
The channel activation marketing prioritisation
Many marketing managers face the challenge of deciding what are the channels that should be activated, tested and how we prioritise this process, as there are so many, some examples are: Paid search, Display, Paid social (Facebook, Linkedin, Instagram,..), video, Display native (outbrain or taboola), Email, SEO, Organic social or Affiliates. A good way toContinue reading “The channel activation marketing prioritisation”
What is multitouch attribution modeling for marketing
What is multi-touch attribution? It has different meanings for different marketers but in essence, it would be the science that would help us understand what the journey is and how we attribute value to each of the channels in our marketing efforts. For example, any marketer will look at the steps that someone will takeContinue reading “What is multitouch attribution modeling for marketing”
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