Campaign Structure
Together with the client we defined the target audience and created a buyer persona tailored to the goal and purpose of the campaign.
Landing pages
The landing page is a pivotal component of the campaign, driving leads to convert by using forms. We produced a main landing page that served as the key destination for the campaign where we hosted our premium content.
Through marketing automation system HubSpot, we were able to gather data like website visits, conversation rate, list and other important performance indicators in one place.
Email campaigns and nurturing flows
We created an initial nurturing workflow consisting of three emails, all with unique call-to-actions. Each email was tailored to the anticipated buyer journey in order to ensure high quality content as well relevance. We utilized our marketing automation (MA) system HubSpot to implement the email campaigns and create an initial lead qualification process.
Premium content
Together with Inspari we produced the eBook about AI and machine learning, which served as the key content piece in the lead generation campaign. The eBook, called “Tag Hul på Fremtiden med AI og Machine Learning,” was created to help companies to take the first steps toward machine learning.
To further educate prospects we e hosted a live webinar in which viewers got detailed information and practical tips on how to start their first machine learning project.
The live webinar was also used both in a direct email campaign and the email nurturing campaign.
We also added two case studies to the campaign to support the eBook and create a wider context in which AI and machine learning were applied. These were included in the email prospects received after downloading the eBook.
