Campaign strategy
All successful campaigns start with research. During two separate workshops, we got to know Axdata’s market and audience in order to gain the knowledge necessary to produce a results-driven inbound campaign.
During this process, we also mapped out the primary buyer personas to target. In order to do so, we used data from previous research and interviewed a number of salespeople at Axdata. Based on this, we identified CFOs at manufacturing companies as our primary buyer persona.
We also had two secondary personas, COOs and CTOs at manufacturing companies. Since we considered these personas to be key influencers in the decision making process, we adapted the content to also target these roles.
Together with axdata we put together a campaign strategy specifically based on their challenges and needs. During the planning phase, we also created a campaign timeline to provide Axdata with an overview of all campaign components.
Campaign structure
When the strategy was in place it was time to enter the production phase. We started with configuring a marketing automation (MA) system, build and implement landing pages and create an email nurturing flow.
The forms on the landing pages were all connected to a MA-system in order to gather as much prospect information as possible. With the help of automated scripts and powerful analytics we made sure all parts of the campaign were measurable.
An email nurturing flow is a key part of inbound campaigns, it’s what guides the prospect further in their buyer journey and prompts action. The email nurturing flow consisted of six emails with reminders and call-to-actions based on behaviour.
Premium content
When the campaign structure was in place, it was time for content. Inbound marketing is about offering educational and engaging content. We created the eBook “Oversikt i ett og samme system” to help prospects take the first steps toward a cloud based ERP system.
We also produced a case study which was used in the email nurturing flow which was activated after download.
We created three on-demand webinars, one for each persona (CFO, CTO, COO). This was meant to serve as more in-depth and late stage content in the buyer’s journey.
Webinars is a format that engages prospects. Whether it’s live or on-demand, they are more personal and interactive than other formats. That’s why they often lead to increased lead conversion.
CFOs received the webinar invite in both a targeted email campaign and the nurturing flow. The other two webinars were introduced following download of the eBook or once the prospect had watched the first webinar.
Paid promotion
We launched paid campaigns on Facebook and LinkedIn. The ads contained a call-to-action that prompted viewers to download the eBook. The ads were segmented based on buyer persona. We used both sponsored and organic posts.
We worked continuously throughout the campaign to analyze and optimize the performance of the ads. This work is essential to improve the performance of the ads, maximize ad spend and increase ROI.
