Ideally, these can have 1:1 messaging. Doesn\u2019t scale too well, but can help get those crucial deals over the line!:
<\/p>\n\n\n\n
KPI: \u201cTime spent in Stage: all sales stages from Opportunity right up to won\u201dand \u201cClose (won) Rate\u201d. Don\u2019t do all Companies, but a random sample to be able to prove success. Will need a reasonable sample size and time to run.
OR use anecdotal evidence – ask the sales team for help, they talk to the prospect!<\/p>\n\n\n\n
<\/div>\n\n\n\n
Customer campaigns <\/h2>\n\n\n\n
Channels: LinkedIn, ABM platforms<\/strong><\/p>\n\n\n\n- Up-\/Cross-sells:
Audience ideally needs to be defined by software usage and\/os Client Success giving pointers. Product adoption, usage, ACV vs. size\/potential etc.\u00a0<\/li><\/ul>\n\n\n\n- Renewal \/ churn prevention:\u00a0
This campaign is relying on data: e.g. NPS scores and renewal date being accurate and actionable in the CRM.\u00a0<\/li><\/ul>\n\n\n\n<\/div>\n\n\n\n
Search Engine Advertising <\/h2>\n\n\n\n
Channels: Google, Bing<\/strong><\/p>\n\n\n\n- Brand campaigns. A no-brainer (and a solid source of \u201cSourced\u201d oppties\u2026)!<\/li>
- Product offering keywords: everything around your use cases, solutions and pain points you solve. Could be further distinguished for different product lines for example.<\/li>
- Competitors: a no-brainer to get visibility in an audience you know has bought a solution similar to yours already! What\u2019s not to like. Beware: poor QS incoming, make sure to have killer landing pages.\u00a0<\/li>
- (Search) retargeting: a bit like the above, but a lot broader: afraid about targeting beasts\u00a0like \u201cMarketing Automation\u201d for example (& going up against the likes of Salesforce, Hubspot & Co.)? Don\u2019t do it – only do it with retargeting lists applied!<\/li><\/ul>\n\n\n\n
<\/div>\n\n\n\n
What about \u201cone-off\u201d campaigns, events, content?<\/h2>\n\n\n\n
You get this all the time: the team is going to events, doing webinars or launching a new product to name but a few. So are these campaigns in their own right?
I like to ask a simple question following that: Do they cater to\/create a new audience (incl. a new persona) and\/or open a new channel?
The answer also answers the \u201cis this a new campaign\u201d question.\u00a0 If tit doesn\u2019t target a different audience or enables a new channel (e.g. direct mail), it’s not a \u201ccampaign\u201d. <\/p>\n\n\n\n
Now of course you get questions from leadership like \u201cHow did Event A go?\u201d or \u201cWhat\u2019s the ROI of Webinar B?\u201d. I discuss the setup in a different blog – it\u2019s a bit more involved, but entirely possible (outside of a \u201csimple\u201d SFDC campaign anyway).\u00a0<\/p>\n\n\n\n
I see all these – yes, even new products if they don\u2019t cater to a new audience – as different\/new messaging. It\u2019s for the same audience. You don\u2019t run an \u201cEvent A\u201d campaign – you run \u201cEvent A\u201d, Accounts frm across the lifecycle stages will come in. Event B might be your own – you run it against your open Opportunities & of course Customers. Much like content assets, these help your audiences to convert as well as find new interested accounts.
It might also help to think about campaigns as \u201cbuckets of money\u201d. Setup in the respective platforms is built around it. As is tracking & reporting, so you can show ROI.\u00a0\u00a0
But as these questions are still coming up, you need to have an answer. It will need to get tracked as well. I’ve always been referring to them as \u201cAssets\u201d – they exist alongside \u201cCampaigns\u201d (a.k.a. Lead Sources).\u00a0\u00a0<\/p>\n\n\n\n
<\/div>\n\n\n\n
Less is more – it’s in the details<\/h2>\n\n\n\n
I like to think great marketing isn\u2019t defined by the sheer number of \u201ccampaigns”: more isn\u2019t better – \u2026better is better. Within that framework, you can now focus on what really counts: making each ad as relevant as possible for the persona and channel. Obvious tactics:
<\/p>\n\n\n\n
Refine by persona!<\/h3>\n\n\n\n
Obvious ones incl. by Job Title \/ Department (Marketing, Sales, CS etc.)<\/p>\n\n\n\n
- By Seniority<\/li>
- By country\/territory\/language<\/li><\/ul>\n\n\n\n
Run \u201cintegrated\u201d campaigns<\/h3>\n\n\n\n
all that means is that Sales & Marketing need to attack the SAME audiences simultaneously: ads need to go out in parallel with (coold) outreach from business development for example. Almost famously called \u201cMarketing & Sales alignment\u201d – it starts with selecting the right Target Accounts, but definitely doesn\u2019t end there.
Unifying themes can help, say “Industry A” Q1. Or seasonal topics – a “Summer” messaging or “Holiday” ads come to mind. Replacing\/complementing the general persona\/lifecycle stage copy that’s out there all the time. <\/p>\n\n\n\n
Continuously optimize messaging (content)<\/h3>\n\n\n\n
there\u2019s 3 broad options here for each audience:<\/p>\n\n\n\n
![\"\"\/](\"https:\/\/lh4.googleusercontent.com\/lc98YgGqU7RK4iy_Xtf7mP_DudlfWXm1Pco0-eLhu3KDhykNjhqzALasBcTNB5Ys8F9VA0fb-pmLHtvahxI4Rb2ZnLPLeIokNhDB2TWFhs6m-5oeJ2FeJrG81BeWQmNqoaR24Ftjxdh2gufjayoZUfp0XmoSVNRL69NDCNfYC6kN4F2ku684tvKDZA\")
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