An eight-step success plan for crafting your campaigns with marketing automation using funnel design, content marketing, social media and email marketing.

1. Building Digital Campaigns
Your Eight-Point Success Plan
Kelli Brown – Pixel/Point Press Digital Marketing

2. Building Digital
Campaigns
1. Targeting
2. Funnel Design
3. Lead Management
4. Sales Handoff
5. Email Marketing
6. Social Media Engagement
7. Content Planning and
Promotion
8. Analysis

3. Targeting
 Understand your target’s
identity:
 Background
 Job roles
 Goals
 Challenges
 Interview recent sales wins to
understand why they chose
your solution
 Survey sales losses on why
they chose another provider
 Ask the sales team about
major hurdles
 Check how competitors are
targeting and segmenting
audiences

4. Funnel Design
 What content do we have
and what do we need to:
 Educate
 Nurture
 Convert our leads?
 Map out lead gen content
and offers
 Correlate content to target
markets and buyer stages
 Fill in any gaps as needed

5. Lead Management
 Create a lead flowchart with:
 Different routes for buyer
journeys
 Push points for reconversion
 Progressive profiling as
buyer data grows
 Flesh it out with:
 Marketing CTAs
 Personalization points
 Scalability via software

6. Sales Handoff
 Assign marketing and sales
roles for lead qualification;
refine the flow:
 Establish buy-in for
partnership
 Plot lead qualification
standards
 Outline contact and tracking
processes
 Adapt sales plans for lead
types (leads, qualified leads,
sales ready leads)
 Engage a closed-loop
reporting model

7. LEAD NURTURING
MOVING PROSPECTS THROUGH YOUR FUNNEL

8. Email Marketing
 Some leads require more
education – email’s a good
fit
 Map out the details:
 Which leads will you target
via email?
 What content can help
educate a buyer considering
competitors?
 What’s the best way to
present it?
 How often will you be
contacting them?

9. Social Media
Engagement
 Aggregate third-party
content (10-4-1 rule)
 Choose your platforms
carefully
 Tailor content postings to
support your campaign
objectives
 Employ paid outreach to
target specific markets

10. Content Marketing
 Add ongoing campaign
content to your editorial
calendar
 Create topics and
approaches to woo a variety
of leads
 Employ an “all roads lead to
Rome” approach with:
 Paid Advertising
 SEO
 Marketing Collaterals
 Aggregated Content
 Guest Posts

11. Metrics and Analysis
 Set goals for:
 Website traffic/onsite activity
 Leads created
 Leads qualified
 Leads won – customers
created
 Follow the SMART goal
framework:
 Specific
 Measurable
 Attainable
 Relevant
 Time-bound
 Draft a reporting schedule for
the duration of the campaign
 Retool after analysis;
implement findings for the
next campaign