AMA: 6sense Vice President, Growth Marketing, Adam Kaiser on Digital Marketing Strategy

In most cases, you would want to keep the URLs of the posts and pages the same. If the pages had good organic rankings, maintaining the URLs is essential to maintaining those rankings. Additionally, if URLs are changed, and proper redirects are not in place, users will experience errors, and your site risks losing rank. Whether or not you change positioning is entirely up to you. With every website update looking at content and whether it brings value to visitors is critically important.

SEM is an excellent way for a company to get up and running by responding to demand in the market. Early-stage companies who have not established their brand can start driving interest and opportunities immediately. As an organization grows, SEM can continue to be a large part of its digital toolbox while adding in other areas, including organic (SEO), as the company's brand becomes known and it builds authority.

To make sure strategies align, you have to ensure that sales and marketing are reading from the same sheet of music. When a marketing team is measured on leads, not opportunities (pipeline/revenue), marketers will determine what tactics produce the most leads and execute on those. Immediately, you have a misalignment of both objectives and tactics. To avoid all of this, measure sales and marketing on the same thing. With both teams looking at opportunities, the tactics to generate pipeline will be front and center. 

The intersection of digital and direct mail can be a powerful combination. I have run many direct mail campaigns (actually direct FedEx!), where a package is sent to a prospect, and the materials point them back to a website, where they are prompted to enter a PIN or other code. From there, you've identified who you've reached and can capture data (through surveys or other means) on their current challenges, tech stack, etc., and even offer an incentive to book a meeting with sales. In some of these campaigns, I've seen 50%+ response rates.