In this video, you will get to know how to stop and start your drip campaigns. What’re the main differentiations when preparing a campaign? What kinds of qualified accounts we will recoginze for the drip campaigns? Discover more in the video series below.
The quantity restriction of campaigns
Hey everyone! This Rod at ListenLoop, and we are going to talk about campaign management. So a question comes up all the time which is “How many campaigns can I or should I run inside of an account-based advertising program?”
So the good news here is that under ListenLoop, there are no limits to the number of campaigns you can do. If you want to subsegment your account list to kingdom come, 9 different ways until Sunday, you are welcome to it. But let’s talk about some practical considerations of how you should actually prepare your campaigns.
Feel free to add as most as you want of campaigns, you can always edit, resume and archive them.
The stages of preparing your campaigns
There are a couple of ways to do it. Let us discuss segmentation of your campaigns by buyer persona, by industry, and by funnel. So these are very tried and true methods of segmenting your campaigns that get at different strategies that you might be trying to accomplish.
Let’s take this first one here — buyer persona segmentation. So let’s say you are a marketer for Salesforce CRM products. You could imagine, they have many different buyer personas. One buyer persona might be a B2B marketer at an IT type company. Another buyer persona might be a marketer/sales ops person over at a finance company. And then, an entirely different use case might be a chief revenue officer who is interested in reporting high level metrics at a software company. So a couple of different buyer personas there, and the idea is that each individual buyer persona will have a different set of ads associated to them.
So your B2B buyer IT will have ads that speak to that specific buyer persona. And so, in your campaign setup, what you would do is target the B2B marketer. You target IT companies and accounts in that list, and then your ads themselves will be targeted to this individual buyer persona. Then, you would repeat that and do the same thing for your other buyer personas. So that is the way of segmenting your campaigns across different types of buyer personas that are relevant to your products or services.
Now, let’s take a slightly different approach. It’s a bit more generic in terms of levels of abstraction and that is an industry-based approach. Very similar but as opposed to focusing on a combination of the buyer’s job title and their industry, this is going a bit more broad and looking at the individual industries. So what ends up happening is that a client will come to ListenLoop and they will say, “Here’s a list of a thousand accounts. Let’s start advertising to them.” And that is all well and good, but it is always better if you can segment that list down to at least their respective industries.
Specific industries of your account can effectively increase the chance to get good CTRs
Keep going back to these — financial, let’ call it retail, and online. Those are different industries of companies you might want to reach out to. So if you could then segment your thousand accounts — maybe 300 and 400, now what you can do is setup different campaigns inside of ListenLoop, where this is one list (maybe it’s a CSV, maybe it’s a Salesforce upload) and this is tied to ad units in the campaign that specifically talk about how your solution benefits the finance industry. Then separately for this campaign you have different ad units that talk about how you benefit online e-commerce provider. The idea here is to create resonance between what your target buyer is thinking about and what will resonate with them and really catch their attention, and the kinds of companies you are targeting and the ads that you are delivering to them. So again, this is a different way of segmenting your campaigns using an industry-based approach.
Now a different type of campaign segmentation is based on your funnel stage. So let us reserve some space over here. Let us say you have got your sales funnel, very classic representation here. Now, in your sales funnel, you are definitely going to have accounts up here and these are generally net new unengaged accounts. We will call those net new accounts (NNA). Now of these different accounts, you might have what I will call brand positioning ads. At this funnel stage, you are going to be delivering ads that really get the kind of one-sentence six-word distilment of what your product and service does and why it is relevant to these target lists of accounts. Your ads should be very graphically forward in addition to having very few words, and possibly no call to action at all. Look at Engagio’s ads that we are going to fade away to right now. You can see that this is a great example of a brand awareness net new account targeted ad.
What do we should do to different qualified accounts?
Now, in addition to that, let us move on to the next stage. We will call this marketing qualified accounts. These are accounts that have shown some level of engagement throughout the funnel. They perhaps already have been to your website a multiple number of times. They are engaging with the literature you are putting out –your ebooks, your white papers, and your webinars, but they are not quite a sales qualified opportunity yet. And so, for this type of account, what you want to do is deliver ads that are educational in nature. At this stage, you are going to be doing your case studies, you will be delivering ads about your white papers, your webinars, and all of this is towards the goal of educating these target list of accounts so that they get the content that they need to move on to sales qualified accounts.
For sales qualified accounts, you have got really the cream of the crop in terms of the opportunities. A salesperson in your team has already accepted that as an opportunity. They flagged that in Salesforce and now what you want to do is deliver a third campaign that is focused on ads which really do a couple of things: You are going to want to deliver testimonials and these are essentially credibility builders who have locked in the deal. You might want to deliver your case studies as supposed to e-books. You might want to have your calculators — these are your business case calculators, your assets that show how to buy your product in a complex B2B sales environment. And so these are the ads down here. You do not even need to send them to gated content at that point. You already know they are sales qualified opportunity and there is already an open opportunity in your Salesforce. So this is a great opportunity here to hit them with that ungated content, build more credibility, show them you are not trying to just get their contact information in your CRM, and build that final inch of trust that you need to close the deal.
So that is a different way of segmenting your campaign. Three campaigns in ListenLoop. Again, that is top funnel, middle funnel, and bottom funnel. Each with different sets of ads targeting accounts at different stages of your sales funnel.
I hope that has been helpful. This is an ongoing series where we demystify digital advertising in the account-based marketing context. I encourage you to leave any questions or comments below or email me firstname.lastname@example.org and share the knowledge on LinkedIn.
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Also published on Medium.