How do you determine the campaign types for demand gen?

Selecting campaign types and their associated channels will depend first on your goals and what you want to achieve. The best campaigns use a mix of channels. Here are a few examples.

Campaign #1: Drive immediate pipeline in a new market sector

• Channels: Direct Mail, Marketing Email, Sales Email/Call, Landing Page

• Process: Send a marketing email alerting people that they have a package coming. Send a package with a fun gift (office supplies, cookies, a caricature of them based on their LinkedIn photo) and a letter that includes some messaging and a QR code to a landing page to book a sales meeting. Once the package arrives, have Sales send a follow-up email and call them.

• Metrics: Package arrivals, form submissions, sales meetings booked, pipeline, closed won.

Campaign #2: Competitive takeout

• Channels: Search and Display Ads, Paid Social, Landing Page, Marketing Email

• Process: Target competitor name keywords for search engine ads. Run display ads to accounts that show intent on the competitor name. Pull a list of lost opportunities to that competitor and accounts using that competitor from a database tool like ZoomInfo, and include those in ad targeting on social media sites. Have the ads send to a landing page with messaging against that competitor and a form. Send a short email nurture to known contacts who are targeted by the campaign.

• Metrics: Ad impressions, ad clicks, landing page views, form submissions, sales meetings booked, pipeline, closed won.

Campaign #3: Showcase company leadership on a new topic

• Channels: Blog, Whitepaper, Webinar, Landing Page, Marketing Email, Sales Email/Call, Organic Social

• Process: Plan a webinar on this new topic. Send marketing emails to invite prospects to attend the webinar. Prospects register on a webinar landing page. Repurpose the webinar content into a whitepaper and several blog posts. After the webinar, send a follow-up email with the whitepaper, and a landing page to contact sales. Use short video snippets from the webinar on social media and drive clickers to your blog posts and whitepaper. Have sales email and call everyone to attended the webinar.

• Metrics: Email clicks, landing page conversion, webinar registrants, webinar attendees, whitepaper downloads, SEO keyword ranking movement, sales meetings booked, pipeline, closed won.