When I first started handling paid campaigns, my boss, Claudia, made things simple: “Keep within budget and get some good leads.” Easy enough, I thought. But that was before getting immersed in the labyrinth of digital channels confronting today’s B2B marketers.
Programmatic advertising, social media funnels, lead-based bids—the demand generation learning curve was steep. However, with a disciplined approach and testing mindset, I’ve found traction.