Very good question, not an easy one to answer however 😉 There are a lot of factors that play into successful timing, including public holidays, vacation times, budget cycles, competitor campaigns, seasonal effects. Looking at this list alone, it's easy to see that one won't be able to account for them all. It's always going to be a compromise. In general I would look at my persona and go through the above list, check if there are additional items that could play a role and then weigh different options against each other.
I would then rely on historic data as pros and cons for these options. This data could be all that HubSpot and your other analytics solutions have to offer. I would however recommend to view all of that data in the context of actual revenue generated. High search volume at a time of the year might be a good signal but it doesn't necessarily translate into net new revenue. (If your goal is to generate awareness, that's fine.)
If there is a time of the year that shouldn't be a good time to launch campaigns but it performed really well historically, then I'd probably stick to it. Your persona might have gotten use to your cadence despite all of the above. If however you're looking at the data, asking yourself if that's all, then you could try to find your best campaign launch timing, iteration by iteration.
Best regards!
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer
Determining the best week for a multi-channel marketing campaign
resolver
Hi @karstenkoehler many thanks for your input! I do agree, the answer is not an easy one and depends on many factors. Another angle I'm looking at are industry events/speaking opportunities we have, so that we can piggyback to those with our campaign.
Very good question, not an easy one to answer however 😉 There are a lot of factors that play into successful timing, including public holidays, vacation times, budget cycles, competitor campaigns, seasonal effects. Looking at this list alone, it's easy to see that one won't be able to account for them all. It's always going to be a compromise. In general I would look at my persona and go through the above list, check if there are additional items that could play a role and then weigh different options against each other.
I would then rely on historic data as pros and cons for these options. This data could be all that HubSpot and your other analytics solutions have to offer. I would however recommend to view all of that data in the context of actual revenue generated. High search volume at a time of the year might be a good signal but it doesn't necessarily translate into net new revenue. (If your goal is to generate awareness, that's fine.)
If there is a time of the year that shouldn't be a good time to launch campaigns but it performed really well historically, then I'd probably stick to it. Your persona might have gotten use to your cadence despite all of the above. If however you're looking at the data, asking yourself if that's all, then you could try to find your best campaign launch timing, iteration by iteration.
Best regards!
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer