Let’s recap
It’s often the trickiest part of a marketing strategy, especially when you’re activating across new channels for the first time.
Your current most profitable channels
Which campaigns and channels attract the most high-value clients and conversions
How long it takes to earn back the cost of your investment in that channel
Gaps where you’re not making the most of a channel
Once you’ve gleaned this information from your previous strategy, you’ll have a stronger idea of what you need from your new one.
Potential for very strong ROI
It can produce high-intent leads
You can control where you're visible through page content and keyword selection
You can make technical and on-page optimizations to improve performance
It’s appropriate for a broad range of content formats
It can take a long time to see results
The algorithm changes frequently – usually with major implications for your strategy
It’s highly competitive, which makes it difficult to rank on the first page in the search engine results pages (SERP)
Website performance impacts your rank
You can't guarantee reach based on keyword search volumes
LinkedIn offers the strongest B2B targeting of any paid platform
80% of decision-makers use the platform
You can run most marketing tactics on the platform, including account-based marketing (ABM), remarketing, brand awareness, and lead generation
There’s a broad range of ad formats and conversion mechanisms available
LinkedIn integrates with most CRM and MarTech platforms
You’ll need a large, dedicated budget to run activity effectively
It’s saturated with content – which means it’s becoming much more difficult to stand out
Leads can be low intent; you’ll need to nurture them into real opportunities
Personal email addresses are common, which limits conversion
There’s no dedicated testing feature on the platform
Emails don’t require a dedicated budget
Your reach scales alongside your CRM database
There are creative ways to use emails to deliver content
They’re relevant across all marketing objectives
You can personalize the prospect journey for higher engagement
Cold emails have low engagement rates
Navigating data protection regulations can be difficult
Personal email addresses often have lower conversion rates
Spam filters can relegate your emails to the junk folder
Longer programs need to deliver consistently high-value content to be effective
Those who sign up are usually higher intent and better qualified, leading to higher pipeline conversion rates
Webinars are suitable for multiple stages of the customer journey, which supports a full-funnel approach
On-demand content is evergreen
It’s easy to atomize; you can reuse the content in multiple formats
It’s easy to score engagement and you can easily connect the information to CRMs
If you do it right, video content is the most engaging format
High-quality webinars take a long time to produce, and it can be hard to source the right speakers
People have short attention spans, so the content topic has to be compelling enough to attract and retain viewers
Platforms are costly and need a lot of onboarding, training, and integrations to run effectively
Promoting webinars can be difficult; you might spend a lot of time chasing sign-ups
Longer formats often have a low value compared to the time investment
If you do it right, paid search provides high-intent leads
Page one of the SERP has high visibility and outranks organic results
Lots of insight within the platform allows a deep level of optimization
Performance is highly measurable and it’s easy to A/B test
Widespread adoption of Google and Bing across all geographies gives you more reach
You need a large budget to run an effective campaign
Leads can be expensive, even if you have a strong conversion rate
It’s an ongoing task, requiring regular review and optimization
Performance is heavily tied to your website
Keywords have a glass ceiling, so scale can be hard to achieve
The best source of direct MQLs through contact, demo, and pricing requests
It’s easy to A/B test and optimize pages accordingly
You have complete control over the content and page structure
Advancements in chatbot technologies are opening the door to conversational marketing
Placing your CTAs in the right spot can generate a large volume of leads
Website projects are often expensive and time-consuming
You have no control over who visits your website and converts
Conversion rates are usually low (1–2% as standard)
Chatbots can be complicated to implement effectively
Websites require strong activation across digital channels to provide strong performance
