Forward Launch Your SaaS Podcast 25: How to create an integrated campaign strategy — Nishchal Dua, Director of Marketing at Airmeet

TIMESTAMPS

00:57 – The most difficult science and how he got into marketing
08:18 – Evaluate works from a customer perspective
12:24 – Achieving an integrated marketing strategy
18:00 – How to get enough data efficiently
19:58 – How to make sure your teams are working in the same direction
25:38 – Using leading and lagging indicators in goal setting
27:44 – Understanding factors that can affect your metrics
30:12 – Determining controllable and uncontrollable metrics

GUEST BACKGROUND

Nishchal Dua is a remote work evangelist, co-founder of The Remote Work Summit, and the Director of Marketing at Airmeet. With 8+ years of B2B SaaS marketing experience, Nishchal has seen the B2B buyer's journey evolve from a top-down funnel to a roller-coaster ride.

MAIN INSIGHT

Most SaaS companies don’t have an integrated campaign strategy, which puts them in a position to fail and burn money on marketing.

KEY TAKEAWAYS

1. Winning people with your idea is difficult
2. Marketing is about building the right relationship with your customers
3. Marketing is a way of connecting people and getting them to the right place that will help them
4. As your company grows – never forget to always look at the bigger perspective and make sure that every decision aligns with it
5. If your revenue is not growing, the problem is not with the efforts, but with the direction you are moving
6. Everybody has to be aligned on the same goal for autonomy to work
7. Prioritizing your campaign and goal will save you from doing unnecessary tasks
8. Evaluate the WHY of the activity and the effort you’ll be doing
9. Ask for enough advice to get enough answers
10. Think of your reports to executives not from a delivery standpoint, but based on campaign success reporting

PRACTICAL STEPS

1. Get feedback from leaders and executives before executing a plan
2. Identify the part of the funnel that you want to work on
3. Identify the levers you can pull
4. Share it with your team and get feedback on how they can impact the funnel

TIPS FOR SUCCESS

1. Always look at the big picture
2. Stop thinking that you can do it alone as a marketer
3. Get enough data before jumping into a decision

MORE FROM AIRMEET

Airmeet is the fastest-growing platform for hosting a rich variety of virtual events. From Hackathons to ice-breakers, panel discussions to workshops, Airmeet’s intuitive experience delivers on organizers' expectations for a wide range of events and not just conferences. Learn more at airmeet.com