Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
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Our marketing team are showcasing their knockout activities that raised the bar in 2019. This is a unique chance to look behind the curtain and see how Marketo does marketing. We will deep-dive into inspirational examples of Marketo’s best campaign, event and videos so you can get pumped with ideas for 2020. In this first episode, we discuss: The core elements of an effective campaign strategy A use case example of Marketo’s best EMEA campaign of 2019 Why sales enablement is key to every campaign What are the key metrics to a post-campaign analysis?
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Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
- 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Best of 2019: Marketo Campaign Vicki Scheele | Senior Marketing Lead
- 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Housekeeping This webinar is being recorded! Slides and recording will be sent once the webinar finishes Questions? Use the chat box and we’ll answer any questions at the end of the webinar Posting to social media? Use our hashtag #mktgnation
- 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Best Marketo Campaign of 2019
- 4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing @ Marketo Marketing plan has elements of both EMEA and Local (and Global) Big campaigns run across regions. Develop centrally and execute locally. Campaigns have all the essential elements of good marketing Integrated Marketing Campaign Right message Right audience Right channel Right time
- 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Campaign Framework 5 Audience Big Idea / Messaging Content Channel Plan Stakeholders Reporting Objective WHY WHO WHAT HOW WHERE WHEN PROOFWHO ELSE
- 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Campaign Plan Pre launch Execution Post-launch 6 • Data review • Segmentation • Messaging framework • Content creation • Channel selection • Channel asset creation • Landing page build • Email creation • Design and visuals • Campaign build in Marketo • Sales briefings • Sales playbook • Events • Social posts • Monitoring • Webinar delivery • Sub-hero content creation • Reporting • Follow up
- 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Epic Customer Experiences Campaign Best Marketo Campaign 2019
- 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Epic Customer Experiences – The basics New lead generation Lead engagement MQL target Reporting goals: AQL, MQL, SQO, Marketing Sourced Pipeline Audience Objective Region: Pan-EMEA Function: Marketing, CX Role: Decision makers, influencer, practitioners Idea / Messaging Loyalty comes from exceptional experiences B2B buyer journey more complex Buyers care more about purpose and need to trust companies they work with. But there’s a generational difference Business to Everyone not B2B / B2C Comms can attract or disengage buyers. Experience is everything. Big difference between epic success vs epic failure.
- 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Content Framework AWARENESS RESEARCH CONSIDERATION ENGAGEMENT 9 Response AQL MQO SQO Acquire Contacts Drive AQLs & MQAs Convert Engagement to Opps Progress Opps to Bookings Customer Journey Lead Stage DG Objective SUPER-HERO CONTENT Epic Customer Experiences Report TRANSLATION S Report Blogs Webinar CONTENT MIX SUB-HERO CONTENT Website SUB-HERO CONTENT Webinars SUB-HERO CONTENT Gartner Magic Quadrant Report Sub-content PRODUCT OR SALES SUB-HERO CONTENT Blog Posts SUB-HERO CONTENT Game SUB-HERO CONTENT Events SUB-HERO CONTENT Infographic SUB-HERO CONTENT Perkbox Customer Success Story Sub-content PRODUCT OR SALES Sub-content PRODUCT OR SALES Sub-content PRODUCT OR SALES Sub-content PRODUCT OR SALES Activation Assets Search, Emails, Display Ads, RT Ads, Social Ads, Content Syndication, Landing Pages, Web Pages Awareness Content [Press release] Internal Assets Sales Plays, Briefing decks, briefing sessions, Intranet content, follow up emails, campaign on a page
- 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Content – Super-Hero 10
- 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Content – Sub-Hero 11 WEBINARS BLOGSARTICL ES TRANSLATIO NS GAME INFOGRAPHIC
- 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Channels - Events 12
- 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Channels Website CMO.co m [BLOG] Gated asset [REPOR T] Gated asset [WEBINA R] Ungated asset [GAME] Email Email 1 [BLOG] Email 2 [NEWS RELEAS E] [REPOR T] Email 3 [WEBINA R] Email 4 [GARTN ER MAGIC QUAD] Events Adobe Summit B2B Ignite DMXEC O CXM Space Field Events Content Syndication BrightTalk [WEBINAR] Digital Doughnut eMedia [REPORT] PPC LinkedIn Google [REPORT] [GAME] Social LinkedIn [GAME] [REPORT] [WEBINAR INVITE] Print [REPOR T] Sales Follow up emails
- 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Sales enablement 14 Briefings Follow up emails Awareness Weekly catch ups Talk track for report Notifications
- 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Epic Customer Experiences - Timeline 15 Report release d Email: Report asset PR activity Jun Jul Aug Sept Oct Event: CXM Space (UK) Event: DMEXCO (DE) May Event: B2B Ignite (UK) Email: Game asset Social Webinar Direct Mail Nov Webinar: Best of … Webinar (simu-live) Email: Webinar Sales brief
- 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Epic Customer Experience Campaign Results – So far … 16 Channel Investment (MT) Pipeline Created (MT) Opportunities (MT) Ratio % vs Min (MT) Ratio* Paid Media £20,897 £271,661 8 13 130% Content Syndication £9,973 £79,784 2 8 80% Tradeshow £23,458 £234,580 6 10 100% Webinar £5,232 £130,800 4 25 250% Executive Events £21,193 £264,316 2 12 125% Inbound / Website (including content) £70,193 £556,790 10 8 79% TOTAL £150,946 £1,537,931 32 10 102%
- 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential.© 2019 Adobe. All Rights Reserved. Adobe Confidential. Essential campaign components Content – Super-hero and sub-hero Plan plan plan – Most of the work is upfront Say something original Clear, consistent, repeated messaging Engage Sales Multi-channel KPIs up front, keep monitoring 17
- 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Thank you Search ‘Marketo Epic Experiences’ for the full report vscheele@adobe.com linkedin.com/in/vickischeele
- 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Thank you Search ‘Marketo Epic Experiences’ for the full report vscheele@adobe.com linkedin.com/in/vickischeele
- 20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Thank you Search ‘Marketo Epic Experiences’ for the full report vscheele@adobe.com linkedin.com/in/vickischeele
- 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Thank you Search ‘Marketo Epic Experiences’ for the full report vscheele@adobe.com linkedin.com/in/vickischeele
- 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Thank you Search ‘Marketo Epic Experiences’ for the full report vscheele@adobe.com linkedin.com/in/vickischeele
- 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Thank you Search ‘Marketo Epic Experiences’ for the full report vscheele@adobe.com linkedin.com/in/vickischeele
- 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 24 FY20 DX Commercial Content Framework Content designed to fuel demand across the customer journey AWARENESS RESEARCH CONSIDERATION ENGAGEMENT Response AQL MQO SQO Acquire Contacts Drive AQLs & MQAs Convert Engagement to Opps Progress Opps to Bookings Customer Journey Lead Stage DG Objective Core Offers TRENDS/TOPIC Big Rock – eBooks, Industry Reports, Long- Form Guides Derivative Offers USE CASE Chapters/spin- offs from the Core Offers CONTENT MIX Derivative Offers USE CASE Website Derivative Offers USE CASE Webinars Derivative Offers USE CASE/SOLUTION Gartner MQs, Forrester Waves, G2 Crowd Reports, etc. Derivative Offers PRODUCT OR SALES PLAY Community Content Derivative Offers USE CASE Blog Posts Derivative Offers USE CASE Quizzes, Guides & Checklists Derivative Offers USE CASE Videos & Podcasts Derivative Offers USE CASE Infographics/ Social Bits Derivative Offers USE CASE/SOLUTION ROI Calculators & Maturity Assessments Derivative Offers USE CASE/SOLUTION Customer Success Stories & Videos Derivative Offers PRODUCT OR SALES PLAY Data Sheets & Product Videos Derivative Offers PRODUCT OR SALES PLAY Sales Offers e.g. discounts Derivative Offers PRODUCT OR SALES PLAY Competitive Takeout Derivative Offers PRODUCT OR SALES PLAY ROI Studies Activation Assets Search, Emails, Display Ads, RT Ads, Social Ads, Content Syndication, Landing Pages, Web Pages Awareness Content (PR/CMO.COM/ Adobe.com SOCIAL) Aligned awareness news, media/influencer outreach, contributed articles, social posts
Editor's Notes
- Hi there, Thanks for joining us for the first in our ‘Best of 2019’ webinar series. I’m Vicki Scheele. Senior Marketing lead for Marketo here at Adobe. For the next 30 mins I’m going to be taking you through our best campaign of 2019. Firstly I’ll cover the role campaigns play in our marketing strategy, I’ll talk about our campaign blueprint – why it’s important and what it includes I’ll take you through our best campaign of 2019 And finally some thoughts on the essential components of your next campaign.
- So, let’s look at the role campaigns play in our marketing strategy here at Marketo. As a team we’re responsible for demand generation for Marketo across EMEA. We work closely with the Sales teams and measure our impact from programme success right through to revenue. Within the team we have both centralised EMEA functions and local field marketing. Themes and campaigns are the cornerstone of our EMEA-level marketing plans. First we think about who our audience is that we’re trying to reach, then we brainstorm what might interest them, next we think about the best way to get that message to that audience, and finally we consider the right time to do that. These are the 4 elements to getting any marketing right and a campaign is no different. One of the advantages of a campaigns are that they allow us to carry a consistent message across a variety of touches. This helps us get our message received and understood by the audience, which helps create engagement. They also help us work efficiently. We’re a relatively small team and need to amplify our message in the most efficient way possible. Using a single marketing campaign to anchor messaging and activity works really well in allowing us to do this.
- I use a campaign framework to help make the most of all our campaigns. It makes things easier and ensures we’re covering all the bases. Objective / WHY are we doing this. Measures and outcomes. First up, the objectives. Why are we doing this and what do we hope to achieve. Audience / WHO are we talking with. Target Audience. Secondly the audiences. Who are the ones who can help us reach our objectives. Messaging / WHAT are we saying. Then the messaging. What’s going to be interesting to that audience? We build a framework for the key messaging and then use this across all our content to make sure we’re amplifying the same message in the same way. Content / HOW are we saying it How does the audience want to receive the message? It depends on what it is and who the audience is. We tend to build one piece of super-hero content first which is the embodiment of the messaging framework. Then we work on sub-hero content afterwards. Channels / WHERE are we saying it We have a lot of channels at our disposal. Which ones are going to be the most effective to deliver this message to this audience. Which ones are doing to be most cost effective and which will generate the best results. Plan / WHEN will we do it Next we build the plan which helps us define what we’re doing and when. How do all the activities and channels fit together. Stakeholders / WHO else is involved We think about who else needs to be involved. Often the Sales team, leadership, customers (if needed for case studies etc), press perhaps. Depends on the scope of the campaign. Proof / RESULTS – how will we measure success Finally, how will we measure success. We’ve considered what will make a successful outcome as one of the first things we covered, but now it’s time to get more detailed about how to measure, where to find that data and how we’re going to pull it together.
- Any campaign is made up of things you need to do pre-launch, during the campaign execution and after the campaign has finished. This list is by no means exhaustive but covers many of the things we have in a campaign plan. There’s usually a lot of work that needs to go in to a campaign and the better prepared you are the more you can focus on what the audience needs, getting the internal communications right and thinking about any tweaks that may need to be made during the execution phase. Getting the bulk of the work done up front is generally more efficient and helps the campaign run smoothly. But, we’re not perfect and real life often gets in the way meaning we’re doing many of the pre-launch jobs right up until the launch date! Important to note that even after the execution the campaign isn’t over. Follow up and reporting may well continue for some time. It’s important not to loose the momentum and move on to other projects without fully reflecting on and reporting on the results. It may take a while to see full ROI but programme successes, MQLs and AQLs need to be monitored to ensure the right behaviours in the follow up. It can be a costly omission not to do this.
- So, on to our Best campaign of 2019. Epic Customer Experiences. I’m going to talk you through it, explain what we did and why, what we produced, the outcomes and the results. I’m also going to talk about a couple of the challenges we faced along the way.
- First, the basics from the framework. The key elements we needed to define before kicking anything off: Objectives We wanted to generate leads for our 2019 pipeline for all our teams across EMEA. The aim of the campaign was threefold. Bring in new leads. One’s who hadn’t already interacted with us Increase engagement with existing leads – Promote the campaign to those already in our database to encourage them to engage further. Ultimately get the lead to hit our lead score for MQL so that they move on to our SDR teams for further investigation and hopefully qualification into an opportunity. Audience Fairly straightforward for this one. Idea The first element needed here is the big idea. This can come from anywhere in the business, but in this case it came from one of our Executive team. He’d talk about the acquisition love story in B2C and we pondered the effect in B2B. How can companies get committed and loyal customers? What kind of epic experiences do they need to create? How are B2B consumers influences by their B2C expectations? We needed something concrete to say so we commissioned some research on the topic. We interviewed to 1000 B2B Buyers and 300 B2B marketers to find out more. Some really interesting stats came out that helped us tell a really great story. This story made up the messaging. Next stage was thinking about how we present the research and tell the story that we’d identified.
- We have a content framework that we use to make sure the content we’re creating will fuel demand across the prospect journey. Not everyone will read the hero content, different people prefer absorbing information in different ways – some love reading a guide, others will be more likely to watch a webinar. It’s really important to make that research or that content idea really work hard. Let’s face it, once you've done the hard slog of getting the main content piece created, it’s only a bit more effort to deliver the additional pieces for the campaign! For most campaigns we have super-hero content (sometimes called the big rock piece). This is the big juicy asset that gives the full picture. In this campaign this was the Report itself. All the stats and the complete story. This is the bit in red and where the story starts, Then we have all the sub content assets. For this campaign it was the Website Blog posts …. External Assets Press release Report Webinar / Event content Blog Game Infographic External vehicles Website Landing page Emails Event speaking slot synopses Social snippets Internal Content Sales content – read through
- First piece of content is the Creating Epic Customer Experiences Report. This was our hero content This is a 11 page report that details the survey results and analysis. Covers the results of the research - , what B2B Buyers are looking for, the customer experience and how to manage the modern marketing landscape. It’s an amazing asset. This is on the website and gated. This is a great lead generation tool.
- Next came the smaller bits of content. We held webinars across various counties – great to explain in more detail and also additional local language content. Made a game for a fun interactive explanation of the report There were articles briefed into the media Blogs across several different Adobe owned platformed as well as partner blogs on the topic. Infographic was great, had all the key stats and is visually engaging And as I mentioned before the translations
- We got a lot of mileage using this campaign content at events this year. We used the report, the webinar talk track and snakes and ladders game at all of the events, everything from Pan-EMEA tradeshows, field events, panel discussions, Adobe summit. We even created a live version of the interactive game for a tradeshow!
- We used multiple channels to get the message out to the audience. Still with the same 1 super hero, 4 sub hero Our Website is a great repository of information. We hosted all the assets here, with the most valuable of them gated for lead generation. Email as you’d probably expect is pretty big for us. We ran a 4-stage email campaign to targeted prospects in our marketable database each with a different take on the message and a different asset. Events – We used the report and it’s findings at all of the events we did this year. We had speaking sessions at B2B Ignite and DMEXCO that we used to discuss the findings. We talked about it at Adobe events – Summit and CXM Space, we used it in several field events across the region. The same talk track as we’d used for the webinars so a great bit of repurposing. Content syndication is great for us to spread our content wider than just our own marketable database. We have a channel with BrightTalk where we syndicate our webinars and for this campaign we used Digital Doughnut and eMedia to spread the message and assets out to their audiences within our defined target market. PPC is an important tool and we used LinkedIn and Google to promote the game and the report. Social is a big lead generation channel for us. It allows us to reach the right people with our message. We promoted the report, the game and also drove registrations for our webinar through LinkedIn. As a tech company we don’t always print our reports, however this one we did. We used it as a take away from lots of our events and have also given it to our BDR team as a send-able piece of content they can post out if required. Sales were important to the success of the campaign and we needed to make sure the messages were carrying through the follow up. So we produced templated content to make it easy for them to follow up with the right information.
- For Marketo, as a classic B2B sale, our sales colleagues are a critical part of the process. We can generate all the leads we like but if there’s no joined up approach it’s a poor customer experience and we’re not practicing what we preach! Also, more relevantly, our conversion rates would suffer. Each regional marketer has a weekly call with their local sales team. This is vital for us to ensure we keep sales involved in what we’re doing and also gives us valuable feedback on how campaign leads are progressing as well as helping us understand if we need to make any tweaks to the campaign. So they’d had the heads up for a few weeks. In the briefings we covered exactly what was happening and importantly why it was happening, what the messaging was and what we wanted them to do. With so many competing priorities we find it works best to deliver very focused info to the sales teams and to make sure there are clear actions and we’ve provided all the support materials in an easy to find place. To make it even easier and to maintain messaging consistency we provided follow up templates. This text serves a guide when they’re talking about the report and allows them to just customise it to the person they’ve spoken with. Process is clear – we track our campaigns in SFDC.
- The campaign was launched in May. Sales brief – Most important was to make sure the sales teams and customer success managers knew what was happening when and what the main messaging and follow up was. We have weekly calls with the sales teams in each region this this wasn’t a surprise to them! First steps were to issue the report. We worked with our PR team to create a press release detailing the findings. This was released to selected journalists in the days before we made the report public. Tis is often the way so we can ensure that the journalists are getting the news whilst it’s still new and may want to write about it. Then we released the report, putting it up on our website, gated it and started promoting it, Over several weeks in Jun and July we ran an email marketing campaign to our database. On social we targeted a select group of accounts, as well as more generally based on job function and company size. The aim of this activity was to drive people to our webinar at the end of Jun. Then came the events – We knew we wanted it ready for B2B Ignite in July and also for various other events and also field events not covered here, We’ve now made printed copies of the report available to our teams on the phones so they can send out to prospects as required. And of course, we’re getting even more mileage from talking about the campaign int eh best of webinar series ;o)
- So, the results have been pretty good so far. Of course we’re still measuring, the asset is still online, still doing pushes via social, email, webinar syndication etc We tend to operate on a basis of 10:1 is good return of this kind of campaign. We’re striving for 1:15 in our activities next year so we’ll refine this further and look to how we can get more out. Often just giving it a bit more focus will generate that little bit extra.
- To make sure your next campaign is as successful as it can be Super-hero / sub-hero (batman and robin if you will!) . The super hero takes the time. Think of as many sub-hero bits as you can. Once you've got the messaging nailed it’s much easier than creating anew. Plan plan plan – Most of the work is up front. Take the time to get it right and the campaign will run smoothly (easier said than done I know!) Originality – there’s a lot of noise out there. Say something different, or say it in a different way. Spend some time genuinely putting yourself in the audiences shoes. Messaging – Often get so consumed by writing the content we forget what the main elements are. If you wanted people to take away 3 things … Engage Sales – Can never communicate to much. Vital allies if you want them to follow up. Can make or break. Multi channel – Don’t just stick to one. Think of absolutely every singe way you can get your message to your customer. Objectives - Identify your KPIs up front and keep them in mind throughout. You can control the levers to affect these if you need to. Monitor – change on the fly as required. Don’t move on to the next thing until you’re done. This is how you prove Marketing are awesome!!
- Questions: What would you do differently: Content writing was a challenge (as it so often is!). Spend more time on the briefing and getting the story straight before diving in. You mentioned getting to 1:15, how will you do that. Ah, good question. By looking at every individual element and seeing what else we could have done. Looking at the sales leads and understanding why those that didn’t turn into pipeline / opps didn’t. Could we have judged better or messaged better. Does this work for a smaller budge campaigns – Yes! Just work within your means. Many campaigns will be smaller, many will be bigger! I’ve worked in organisaitons with much smaller campaign budgets and you maybe do more of the work yourself, come up with something creative instead of research based, but money spent on execution is important to get the quality and to get it in front of the right people at the right time. Hone the audience and be more targeted.
- Questions: What would you do differently: Content writing was a challenge (as it so often is!). Spend more time on the briefing and getting the story straight before diving in. You mentioned getting to 1:15, how will you do that. Ah, good question. By looking at every individual element and seeing what else we could have done. Looking at the sales leads and understanding why those that didn’t turn into pipeline / opps didn’t. Could we have judged better or messaged better. Does this work for a smaller budge campaigns – Yes! Just work within your means. Many campaigns will be smaller, many will be bigger! I’ve worked in organisaitons with much smaller campaign budgets and you maybe do more of the work yourself, come up with something creative instead of research based, but money spent on execution is important to get the quality and to get it in front of the right people at the right time. Hone the audience and be more targeted.
- Questions: What would you do differently: Content writing was a challenge (as it so often is!). Spend more time on the briefing and getting the story straight before diving in. You mentioned getting to 1:15, how will you do that. Ah, good question. By looking at every individual element and seeing what else we could have done. Looking at the sales leads and understanding why those that didn’t turn into pipeline / opps didn’t. Could we have judged better or messaged better. Does this work for a smaller budge campaigns – Yes! Just work within your means. Many campaigns will be smaller, many will be bigger! I’ve worked in organisaitons with much smaller campaign budgets and you maybe do more of the work yourself, come up with something creative instead of research based, but money spent on execution is important to get the quality and to get it in front of the right people at the right time. Hone the audience and be more targeted.
- Questions: What would you do differently: Content writing was a challenge (as it so often is!). Spend more time on the briefing and getting the story straight before diving in. You mentioned getting to 1:15, how will you do that. Ah, good question. By looking at every individual element and seeing what else we could have done. Looking at the sales leads and understanding why those that didn’t turn into pipeline / opps didn’t. Could we have judged better or messaged better. Does this work for a smaller budge campaigns – Yes! Just work within your means. Many campaigns will be smaller, many will be bigger! I’ve worked in organisaitons with much smaller campaign budgets and you maybe do more of the work yourself, come up with something creative instead of research based, but money spent on execution is important to get the quality and to get it in front of the right people at the right time. Hone the audience and be more targeted.
- Questions: What would you do differently: Content writing was a challenge (as it so often is!). Spend more time on the briefing and getting the story straight before diving in. You mentioned getting to 1:15, how will you do that. Ah, good question. By looking at every individual element and seeing what else we could have done. Looking at the sales leads and understanding why those that didn’t turn into pipeline / opps didn’t. Could we have judged better or messaged better. Does this work for a smaller budge campaigns – Yes! Just work within your means. Many campaigns will be smaller, many will be bigger! I’ve worked in organisaitons with much smaller campaign budgets and you maybe do more of the work yourself, come up with something creative instead of research based, but money spent on execution is important to get the quality and to get it in front of the right people at the right time. Hone the audience and be more targeted.
- Questions: What would you do differently: Content writing was a challenge (as it so often is!). Spend more time on the briefing and getting the story straight before diving in. You mentioned getting to 1:15, how will you do that. Ah, good question. By looking at every individual element and seeing what else we could have done. Looking at the sales leads and understanding why those that didn’t turn into pipeline / opps didn’t. Could we have judged better or messaged better. Does this work for a smaller budge campaigns – Yes! Just work within your means. Many campaigns will be smaller, many will be bigger! I’ve worked in organisaitons with much smaller campaign budgets and you maybe do more of the work yourself, come up with something creative instead of research based, but money spent on execution is important to get the quality and to get it in front of the right people at the right time. Hone the audience and be more targeted.