Gartner Research

General Manager Insights: Fuel Demand for Your Portfolio With a Balanced Marketing Mix

Published: 28 June 2019

ID: G00389133

Analyst(s): Christy Ferguson

Summary

Increasing the number of calls to action and channels in the marketing mix increases conversion rates across the buying cycle. Technology general managers must ensure marketing teams have aligned this mix to reach buyers with a propensity to buy to improve the success of demand generation programs.

Table Of Contents

Analysis

  • Identify Impactful Calls to Action
    • How the Number of CTAs Impacts Conversion Rates
    • CTAs Should Be Aligned to Activity Streams in The Buying Cycle
  • Define Marketing Channels to Amplify Content and CTAs
    • How the Number of Channels Impacts Conversion Rates
    • Select Channels Based on Key Criteria for Each Buying Cycle Stream
    • Utilizing Nurture Campaigns
  • Work With Stakeholders to Align CTAs and Marketing Channels to Result in Higher Quality Leads
  • Summary

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