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Marketing Campaign Blue Prints

Harte Hanks Data & Content Solutions
Harte Hanks Data & Content Solutions

This document outlines different types of campaign bundles that can be used to engage leads at different stages. It describes top-of-mind campaigns aimed at new leads using timely content to generate engagement. It also discusses reengagement campaigns that use valuable content to rekindle interest in past leads. Finally, it covers trade show campaigns that start conversations to drive potential buyers to an event booth through relevant pre-show content and offers.

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Using Campaign Bundles: a Blueprint Report!
SmartBite: Inspire with data this is a mini- infographic based on any report. Checklist: Challenge to action this is a list of steps and enablers relevant to your market. Knowledge Brief: Focus your buyer these briefs are short-form, topical discussions, typically of capabilities or enablers. Campaign Bundles Can Include
Top-of-Mind Campaign Use snackable, relevant content to engage TOFU leads and they wont forget you. Goal: TOFU Lead Gen and Engagement Who: Site & Social Traffic, Purchased, Ads, etc. How: A topic so timely and relevant, they have to click every time.
Blog & Email Social & Email on Landing page Webinar Email Close w/ product intro! Sales Inbound or unsubscribe? Top-of-Mind Campaign Example Blog & Email
Reengagement Campaign Focus on content that adds value to rekindle interest. This shouldnt be a pitch. Goal: Jump starting some old leads Who: Ghosts from campaigns past How: You know their favorite topic. Ramp up the time investment as you roll content out. Youll get em.
Reengagement Campaign Example Nurture email Blog & Email Ungated Post-download Email Connect pain with product Sales Inbound or unsubscribe? Nurture email
Trade Show Campaign Start a conversation that delivers value & promises more at the event. Goal: Drive potential buyers to your booth Who: Attendees you can help! How: Dont ask too much, stay top-of-mind, & have a great offer to reel them in.
Trade Show Campaign Example Blog & Email Mailer Email w/ booth offer Analyst Presentation Intro Email Offer to leads
Learn more about Campaign Bundles from your Aberdeen Group representative.

More Related Content

Marketing Campaign Blue Prints

  • 1. Using Campaign Bundles: a Blueprint Report!
  • 2. SmartBite: Inspire with data this is a mini- infographic based on any report. Checklist: Challenge to action this is a list of steps and enablers relevant to your market. Knowledge Brief: Focus your buyer these briefs are short-form, topical discussions, typically of capabilities or enablers. Campaign Bundles Can Include
  • 3. Top-of-Mind Campaign Use snackable, relevant content to engage TOFU leads and they wont forget you. Goal: TOFU Lead Gen and Engagement Who: Site & Social Traffic, Purchased, Ads, etc. How: A topic so timely and relevant, they have to click every time.
  • 4. Blog & Email Social & Email on Landing page Webinar Email Close w/ product intro! Sales Inbound or unsubscribe? Top-of-Mind Campaign Example Blog & Email
  • 5. Reengagement Campaign Focus on content that adds value to rekindle interest. This shouldnt be a pitch. Goal: Jump starting some old leads Who: Ghosts from campaigns past How: You know their favorite topic. Ramp up the time investment as you roll content out. Youll get em.
  • 6. Reengagement Campaign Example Nurture email Blog & Email Ungated Post-download Email Connect pain with product Sales Inbound or unsubscribe? Nurture email
  • 7. Trade Show Campaign Start a conversation that delivers value & promises more at the event. Goal: Drive potential buyers to your booth Who: Attendees you can help! How: Dont ask too much, stay top-of-mind, & have a great offer to reel them in.
  • 8. Trade Show Campaign Example Blog & Email Mailer Email w/ booth offer Analyst Presentation Intro Email Offer to leads
  • 9. Learn more about Campaign Bundles from your Aberdeen Group representative.