Building Great Marketing Campaigns

Chapter 7Chapter 7 Building Great MarBuilding Great Marketing Campaignsketing Campaigns By AmaBy Andmaa Nelsonda Nelson n AmaAndmaa ndhaas hohasn ehod nhered cheronte content mantrketing marketing expertise expertise at at numnerousumerous startups startups, inc, luindcinglud ingRadian6 Radian6 and anRingled Ringlead, ad, beforebefore settli settling intong into her roleher roleas the as mathen maagerna ofger conten of content t marketimarketing anngd acnomd cmomunitymunity at Sa atlesfor Salesforce force thefor theApp Ap-p - ExchaExchange.n Igen this. In thischapter chapter, Am,and Amaand useas use hers eherxperienc experience e as a digitalas a digital marketi marketing expertng expert to help to help startups startups und erstundaerstnd and howhow to create, to create, exe cexeutec, uteand, andmanage manage gre agret marketinat marketing g campcaampignsaigns. . A greAat gre produat product willc tta wkille yo takue pla yocues pla, bcuest ex, bquiut exsitequi msaiterk metianrkgeti camngp camaignps aigns will tawillke yotakuer yoprouducr prot ducfurthert further than theveran beverefor beefor. Whethere. Whether you’re yo cu’rereatin creg ating awareawnesares,n generess, generatinga tilenadsg le, adsor closi, or nclosig dneagls d, emalsar, kmetiarnkgeti camng pcamaignps aigns bringbring together together strateg strategy, tacyti, cstac, andtics, teandch nteiqcuhensiq toue meets to meet (and (exancdee exd) ceed) your yourgoals go. Thialss. chapterThis chapter will cwillover c overall as allpe castspe ofc tscre of cre atinga antin geffe anc tiveffee ctive markmetingarketing campaig camnpaig. n. Step 1: KnowStep 1: Know Your Y ourAudience Audience BeforeBefore you writeyou write a blog a bpostlog ,post laun, clahu an cFha cea bFaookceb ad,ook or ad, issue or issue a a presspre relessas relee, yoaseu, myouus tm kunsotw k nyoowur yoauudier anucdiee’sn acspirations.e’s aspirations. Who Who are are you talkiyou ntalkig ton?g A tndo? Awndhy warehy yo areu talkingyou talking to the tom the? Wme? often We often assu masse ume we knowe wkno ourw audour ienaudceien byc ecreati by creating an brog aad bro, deadm, ogrdemaphic-drivenographic-driven, , blankblaet nauketdie auncdiee pernces opernas. oHowevena. However, withr, wsoith mu soc hmu mcarhk metingarketing nois enois, e, breakibrenga kithroughng through to yo tour yoreualr, reauathel, aunthetic anuticdie anucedie isn cenot is fe notasi febleasi obn le on a masa ms scalass se.cale. The kTheey to key a greto aa tgre softatwa softrewa as rea saervices a service (SaaS ()SaaS mar)k maetinrkgeti canmg pcaaigmn paign is undiser unstdanerdistnang diyourng youraudie ancudeie — ncthee — cthehalle cnhgealles nthgeats ktheepat ktheeepm the upm a t up at nightnight, the ,h theasht haagshts theyags theyuse, theuse ,peer the speer theys theyasso caiassteo cwiaithte —with and — theandn then addreasdsidressi ng thoseng those spec ifispec nceedific ns eedwiths grewithat gre maartk maetinrkgeti andng gre andat gre conatte cnotn. tent. 7878 7878

Building Building Building Building GGrereaaGGtt MMrereaaaarrttkk MMeting eting aarrkketing eting CCaammppCCaaaaignignmmppssaaignignss Here’Hers a elook’s a lookat the at recethe nrecet shiftnt sinhift ma inr kmaetingrketing when w henit co itm ecos mto es to approaapprochinag chiann aug andien aucdiene: ce: Old Audience ApproachOld Audience Approach New Audience ApproachNew Audience Approach Demographics: Demographics: 18–24-ye 18–2a4-yer-old ar-old Psychographics:Psychographics: Those Thowho lovse who love e salespeople salespeople who have awho have a CRM CRM new tech,new dtech,o their do otheirwn re owsearn rech search onlineonline before before making making decisionsdecisions, , talk to peers,talk to peers, and w anork hard work hard durind g during the wtheeek to enjoy hiking week to enjoy hiking on th e on the weekenweedskends Top-down audience mandate: Top-down audience mandate: Bottom-up customer advice:Bottom-up customer advice: AssigneAssigned an aud andie auncde,ie produnce, product, etc.c, t, etc., Listen to Listen to custocmustoers mtoers un ctoover uncwover hat what from mfroanagemem management nt they wthey ant wtoa heant tor, aheand present thr, and present the e audienceaud ienceto ma tonagemen management t Focused on your goals:Focused on your goals: Increas Ine crease Focused on customer goals:Focused on customer goals: ACV 2A0%CV month 20% month over montover month h Get promoteGet promoted, hire dm, hire ore,m automatore, automate e processesprocesses to relieve to relieve manu maal tanuskasl tasks Business-to-business message:Business-to-business message: Peer-to-peer message: Peer-to-peer message: Let Let Talk toTalk your to ayour udienaucde ienaboutce a howbout you howr your customers sharecustomers share stories on stories on how how products helpproducts help them them your proyourdu proctsd helpucts thehelpm them In ordIner or tod erma toke ma thikse shift this, shiftfocu, sfoc onu asttit onud attites udanesd as anpird aastiopirnastio. Afterns. A afterll, all, you dyouon’t d knoon’tw kno if yowu ifr yoaudurie audnceie linkcees hikilikesn hikig unleng susnle youss a yousk the askm the abmou abt out their theirhobb hoiesbb. Whileies. While it’s tempting it’s tempting to spe toa kspe maorek m anored lianstend li slessten, ilessn th, e in the early esatarlyge s tofage developing of developing your yourmark maetingrk campaign, listening is key. This eting campaign, listening is key. This attentive periodattentive period will b weaillr b fruit forear fruit for years ye to comars to come. e. Audience Insights Uncover PersonasAudience Insights Uncover Personas Here Hereare a a fewre a afewren aasren in aws hichin w hichyou cayoun prcaacn ticeprac listeningtice listening to get to t o get to knowk yournow your audie anucedie: nce: • Sit in on sales demos and customer service calls.• Sit in on sales demos and customer service calls. • Attend events that interest your customers, like Salesforce User • Attend events that interest your customers, like Salesforce User Group meetings, networking events, alumni meetings, and so on.Group meetings, networking events, alumni meetings, and so on. • Conduct a content audit on your assets, your competitors’ assets, • Conduct a content audit on your assets, your competitors’ assets, or both.or both. • Interview stakeholders throughout your organization.• Interview stakeholders throughout your organization. • Talk to customers.• Talk to customers. • Talk to former customers.• Talk to former customers. 7979 7979

ChChaapter pter ChChaapter pter 77 77 With Withthe ins theight inssight yous glea youn glea fromn frothemse the cosnever cosnatioverns,satio yons,u can you s cantart sto tart to ask yoaskur syoelfu therself q theues tioqunsestio thanst w thilla tc wraftill thecraft fr theam efrwamorkew ofork yo uofr yomaurrk maetinrkg eting campaigncampaign. Con. siderCon siderthe follo the wfolloingw: ing: • What would make these customers happy?• What would make these customers happy? • What challenges were mentioned most often?• What challenges were mentioned most often? • Which personas resonate with our products?• Which personas resonate with our products? • What verbiage or phrases were used most often?• What verbiage or phrases were used most often? • What content is often shared or utilized?• What content is often shared or utilized? • What type of content would be helpful to resolve these issues?• What type of content would be helpful to resolve these issues? By talkingBy talking to inter to nainterl anandl eaxndter enaxterl stnaaklehol stakdeholers, daserkis,n asg kiyonugr syoelfu rkseelfy key questionquess,tion ands, asseand ssasseingss winhatg w yohatu’ veyo learu’ven leared, nyoed,u nyoowu nhoawve haa vebette a br etter graspgra ofs yourp of youraudie ancudiee. Fromnce. From there ther, it’se ti, mit’es titom setart to sbutartild buingil dai nperg ason pera sona that thatrefle creflets thatcts thatinfor mainfortion.ma tion.Here ’Hers ane ’se xaanmple example of a nof AppE an AppExchanxcghe ange personpera:sona: Salesforce Administrators Who Can Do More with AppsSalesforce Administrators Who Can Do More with Apps SalesforceSalesforce admins admins hold hold the thekeys keys to theto thecastle. castle. They They addressaddress the needsthe needs and andwants wants of colleagues of colleagues across across the the organization,organization, and andseek seek solutions solutions to make to make things things happen happen , and , and eveneven have have a cat a named cat named SaaSy, SaaSy, but withbut with great great Salesforce Salesforce powerpower comes comes great great Salesforce Salesforce responsibility, responsibility, and they’re and they’re all about what to tackle next and how to tackle it.all about what to tackle next and how to tackle it. NarrowNarrow in on in this on persona. this persona. Paint P theaint pictur the picture. Drawe. Draw these these admins admins on a on a whiteboard,whiteboard, put their put theirheadshots headshots on the on walls the walls of your of yourconference conference room. room. No decisionNo decision should should be made be made without without these these peopl people, becausee, because they’re they’re not not only onlythe most the most important important part ofpart your of yourmark maretingketing efforts, efforts, they’re they’re crucial crucial to yourto yourbusiness business overall. overall. Put your Put youraudience audience at the at center the center of everything of everything you dyou do. o. Step 2: Establish a Campaign ThemeStep 2: Establish a Campaign Theme The caThem paigncampaign them thee wmille addwillre addss theress busthei nbusessi nchesaslle chngealles nofge yos ofur your audienaudience. Thece.s eThe arese the are i sthesue iss suethast cthoanct erconnc yoerunr yoauudier auncdiee thence m theos tm, ost, and yoandu h yoaveu h theave produ the product thact ret thmat reediesme thediesm the. m. 8080 8080

Building Building Building Building GGrereaaGGtt MMrereaaaarrttkk MMeting eting aarrkketing eting CCaammppCCaaaaignignmmppssaaignignss RemeRmbemeermb, everythier, everything yonug dyoo uis d foro i syour for youraudienc audeienc. Youe . aYreou helpin are helping g them.the Yourm. Yproourdu proct duis ctbu iilts buforilt the form, the notm, thenot otherthe other way warouay ndarou. Yndou.r Your campcamaignp atheignm thee mmuste m custele bcreleateb rtheate suthecce sussc ceofs syo ofur yoaudur ieaudnceie annced and demodnestrmoantestr thateat thyoautr yoaudurie audnceie’sn bcue’ssine busssine casns, caandn, wandill, growillw, gro faswte r faster with yourwith your prod uproct.duct. Here’s an example of a campaign theme for the previously discussed Here’s an example of a campaign theme for the previously discussed SalesSaforlecesfor admce admin: in: FocuFocs onu helpings on helping the S theale sSforcealesforce admi andmi trunly tr uunlyderst understand and acroasscro everyss every department. department. From From sma llsm winall swin likes likebuilt built- - in reportsin reports and adnashboardd dashboards, tos ,lightning-rea to lightning-ready projedy project ct managementmanagement, to full, to HRfull s HRolu tions,solutions, we showwe show how ho appw s apps saves atheve dathey, daeveryy, everyday. dPlay.us, Pl wues, awded athedd #theawesom #awesome e to admito andmi. n. Campaign TimingCampaign Timing As wAse’ve w ele’vearn leedar, nyoured, youraudien audceien is cnote is, notand, sahondu sldho notuld bnote, on bee , one type typeof per ofs onpera.s onThisa. Thiswill liwkillely li kbelye a bkeey a lekeyarni lenagrni frongm fro yomur yoauudri aud-i - encee resence areserch.a rchYou.’ll Y ouun’llcover uncover different different types types of c uofsto cmusertosm uersisn g using your yoprourd prouct,d foruct e, xforam eplxame. Theple. receThe nrecet Sanlesforcet Salesforce adm iadmn examin eplexam is ple is just onejust ofone man of yman Salesforcey Salesforce AppE AppExchangexcha angeudien aucdesien. Acfteres. A afterll, whil all, e while adminsadm ainsre veryare veryimport imanportt, ananty, aSnaley sSforalecsefor cucesto cmustoer mcaern bcaenefin benefit t from froappm sapp. s. How Hodow you do dyouevelop develop a cam a paigncampaign for m forultiple multiple audie audnceies?n ceSims?ple Sim: ple: You dYooun ’td. oYn’t. Y ou focouu sfoc onu so onne aotn ea atitm ae .ti Ymoeu.r Ythreour ethre, foue,r , foufiver,, fivor e1, 0 or 10 audienaudceien groupsce groups each e getsach getsits o witns ocwamn pcaamignp,a orign the, orm thee, imn eor, diner or tdo er to effeceffetivelyctively target ta rgetand aanddd ressadd ressits c hitsallenge challenges. Eacs.h E camach pcamaignp agetigns gets its ownits otiwnme tifrmame efr amand lie anmd lielight melight before lbefore launcauhingnc hingthe n theext o nenxt oe. Thines . This estabelishesstablishes a camp a caaigmpn acigalenn cdaaler nthdaatr orgthata nizeorgasnize yours youreffort efforts in as wa in y a way that’sth bothat’s both intern internally aanlly d eaxternnd externally daigestilly digestible. Herblee. Her’s ane ’es xanam eplexam: ple: 8181 8181

ChChaapter pter ChChaapter pter 77 77 Additional Additional AudienceAudience CampaignCampaign LaunchLaunch PromotionPromotion Salesforce ASalesforce AdminsdminApps As Apps Admins dLminoves Love Q3 Q3 Q4 Q4 SmallS Bmallusin Besuss iness Apps AApps Accelercacelerting ating Q4 Q4 Q1 Q1 LeaderLeas ders BusineBusssiness Sales SLaleseader Lesaders Apps Boosting Apps Boosting Sales Sales Q1 Q1 Q2 Q2 ProductivitProductivity y The cTheam pcaaignmp atiignme tifrmame efr amis importe is important forant t wforo retwasoon res.as Fironss.t , Firit sgivet, it s gives each eachperso persona andna camand pcamaignp aaig perion a period of dti mofe tiwmheree w herethey theyshin es. hiYonue.r Your markmaretingketing dolla drsoll, resoars, uresorcesu, randces, effortand efforts ares foarecus foedcus coemd pletelycompletely on on themthe. Thism. bThisreed bsreed resuslt res.su It ltesn.s Iut reenss thureats ath speat ac ifispec audcificie audnceie hencear she yoaursr your messmesage sloageud loanudd c alenadr ,c andlear ,i nand their in theirlangua langgeua, thguse, piqthusu ipiqng utheiring theirintere insteret st and engagingand engaging them w theithm w yoithur syoiteu and r siteulti and maultitelmay, yoteluyr, yoprodur ucprodt. uct. AfterA after few a mfewon thsmo, ntheths, ntheext ncamext pcamaignp awigilln bweill rebaedy re toady l auncto lhaunc. h. part twtho e of the HoweveHowever, thatr, firthatst cam firstpaig camnpaig stilln n stilleeds n eesodsme s olovmee. lovThise. i Thiss part is two of campaigncampaign time tiframme efram. Cone.ti Conuneti tonu proe tom prootem theote fir thest cam firstp camaignp foraig nat for leas att least anotheranother mon thm oorn thtw oro after two afterthe in theitia iln quitiaartel qur,a unrteler,ss un itle’sss n oit ’los nnoger lo ntigermel tiy.mely. Step 3: EstablishStep 3: Establish Your Your TacticsTactics The beThest bemarstk maretingketing turns t uhernads.s he Iads.t’s us Itef’su usl, iefnsuightfl, insuightfl, andul, bandrea kbsre thae ks the everydeveryday maolyd m. Creolda. tingCrea thtingat cthaliabt erca liofb erma ofrk maetinrkgeti is nogn lyis oponlyss ipobless wibitleh with precise preecxise ecutioexecn utioof then of tacti theca tactil elecaml eleentms ofen yots ofur yocamurp caamignp.aign. ExecuEtionxecu ctionomes comes in tw io forn twmso for: ms: 1. Identify what the tactics will be 1. Identify what the tactics will be — e-books, webinars, or blog — e-books, webinars, or blog posts, for example.posts, for example. 2. Determine their composition 2. Determine their composition — interviews or pulling together — interviews or pulling together existing content, for example.existing content, for example. OftentimeOftentimes, thes , fothecus fo iscus on is num on bernum oberne, oandne, nandot numbnot number twero. tThwoe . The markmaretingketing team tea idemn tifieidens tifiewhas tw tachatit ctsac wtiillcs mwaillk em uapk ethe up cam the pcamaign,p abuign,t but they theydon’t do nenc’te ssanecryessa thirynk thi thronku throgh theugh b theest cboemst pocosmitiopons itioof enac ofh etacachtic t. actic. can be breakthrough andugh i andnspiri insngpiri onn git so onwn its ,o inwn add, initio addn itioto n to A blogA blogpost pocans tb e breakthro supportisupporting yourng yourmajor m cajoram pcaamignp apieceign pieces. Or s.it Ocar nit scimanply sim proplym prootem thotee the e-booke-book you j usyotu l jaunustche laund. Ccheod. Cmpoosmitiopons iitios keny i.s key. 8282 8282

Building Building Building Building GGrereaaGGtt MMrereaaaarrttkk MMeting eting aarrkketing eting CCaammppCCaaaaignignmmppssaaignignss EffectivEffee,c ctivreea,tiv cree,a ativnde , mandold m-bolreda-kingbrea makingrk maetingrketing weigh wseigh boths btheoth t athec ta-c - tical eleticaml eleentms aennd tsthe and cthe ompositiocomposition evenn evely. nly. #2 Composition: #2 Composition: #1 Tactic: What is it? How will you do it? #1 Tactic: What is it? How will you do it? E-booE-kbook IntervieInterview 10 thought leaw 10 thought leaders with 1ders with 10 0 questionsquestions each. each. Blog posBlogt post Write Wa riteblog a postblog using post using the a nsthe weranss wers to fiveto of those question five of those questions. s. Social postSocial posts s FeatuFeatre the ure the most mimpaost cimpatful thoctful thought ught leader quotesleader quotes. . WebinWaebir nar Conduct Conad fireuct saide firecshat ide wchat ith three owith three of f the thoughtthe thought leaders lead. ers. Let’s Lbaetck’s baupck. Houpw. Hodidw wdeid d wetere dmeterinem thinaet thwea’tre w deoing’re d oinga we ab iwenarb, inar, e-booke-b, ookblog, blogpost ,po ansdt, saoncdia sl opostcial spost? Whys? Whydid wedid d weeci ddee ctoid ein tervieto interview w thoughtthought leader lesad? Lerets’?s Lbetre’as kb dreowak dn theown wh they. why. Selecting Your TacticsSelecting Your Tactics Start Swtaithrt wa ithcentr a centralizeda lizepieced piece of co ofnte contn thteantt wthilla tserve will serve as yo ausr yomeuar tmy, eaty, will suck up the majority goal-goexceeal-exdiceeng depiceing epicenter. nThitesr. coThinstent con pietentc epie ce will suck up the majority of your time, budget, and resources, but spit out the most return. of your time, budget, and resources, but spit out the most return. Determining your content epicenter depends on your goals. Determining your content epicenter depends on your goals. Goal Content Focus Goal Content Focus Awareness SlideShare, podcast Awareness SlideShare, podcast Lead generation E-book, webinar Lead generation E-book, webinar Free trials and early purchases Customer stories, product videos Free trials and early purchases Customer stories, product videos From there, you’ll need subsidiary content to support your meaty From there, you’ll need subsidiary content to support your meaty epicenter piece. This is where your tactics start to rev up. After all, if an epicenter piece. This is where your tactics start to rev up. After all, if an e-book launches without promotion, it’s basically like a tree falling in the e-book launches without promotion, it’s basically like a tree falling in the woods. Nobody hears it. Tactical elements to promote and support your woods. Nobody hears it. Tactical elements to promote and support your big content piece might include: big content piece might include: • Blog posts • Blog posts • Guest blog posts • Guest blog posts • Social posts • Social posts • Internal social network sharing (Chatter, for example) • Internal social network sharing (Chatter, for example) 8383 8383

ChChaapter pter ChChaapter pter 77 77 • Community sharing (LinkedIn groups, Salesforce Success • Community sharing (LinkedIn groups, Salesforce Success Community, and so on)Community, and so on) • Content hubs and resource sections• Content hubs and resource sections • Nurture journeys• Nurture journeys • Email• Email • Paid social ads• Paid social ads • Paid search• Paid search • Display banner ads• Display banner ads • Outreach to those involved in your campaign (customers, • Outreach to those involved in your campaign (customers, prospects, thought leaders, partners, and so on)prospects, thought leaders, partners, and so on) PuttingPutting all of athill ofs together this together creates cre aa tesrob au srot cbaumstp caaigmn,p awigheren, w hereall tac aticll ts actic s drivedrive bac k batock theto thebig bgoal-ig goal-drivindgrivi piengc epie. Wceith. Wthiiths thiplethors plethora of a of tactics,tactics, focus fo isc uscruc isial cr.uc Moreial. More is not is n neotce ssanecrilyessa brilyette br.ette Seler.c St elethec tta thecti ctas ctics that work bethat work best fors yot foru ba yosedu ba osedn the on follothe wfolloingw criteriing cariteri: a: • Budget:• Budget: Do you have the money? Do you have the money? • Resources:• Resources: Do you have enough manpower? Do you have enough manpower? • Time:• Time: Is there enough time to get it all done well? Is there enough time to get it all done well? • Effectiveness:• Effectiveness: Has this been an effective tactic in the past? Has this been an effective tactic in the past? WhileWhile I reco Im recomemndme goindn ggoi bigng a tb firigs att, bfirys plt, anbyni plnang niountg the ou tb theigge bsigget, mosts,t most badabadss caamss pcaaignmp aimagiign imaginablenab, theles, ethe fouser elemefour elements abntoves ab woveill help will helpyou you edit backedit backto re atolit rey, aanlitdy, daneterd dmeterinem winhate w ishat tru ilys trimulyport imaportnt andant feandasibl feeas. ible. After allAfter all, your, your camp caaigmpn maigustn m buste 10 b0%e 1, 010%00% of, 100 % ofthe ti theme .time. SelectingSelecting Your Composition Your Composition You’veYou’ve mapped mapped out yourout yourcam pcaaigmnp asigtranteg strya. tegIt’sy .ro Itb’su srot baunsdt faunlld off ull of tactics you’vetactics you’ve seen seeworkn w inork the in p theast for yopast for yourselfu orrself other or other busin busessiens. Iests’s es. It’s manamangeableageable from froma tim ae ,tim bude, getbud, getand, andreso urercseo uperrces peperctivspee.c tivNoew . Now it’s time toit’s time to deter dmeterinem theine c ompothe compositions.ition. How Howwill yo willu d yoevelopu develop the e-book? the e-book? Who Wis hothe i sau thethor au ofthor the of b thelog bpologsts po? sts? The moreThe more reso urercsefulour candeful candollab colloraabtiveor ayotiveur yocounrte cnotn strivetent strives to bse to, th be e, the moremore it will it empo will empower yourwer ayourudie ancudiee tonc groe tow gro, innwovat, inneovat, ande ,flo anduri floshu. Therrish.e There are tware to bwigo abspeig catspes toc cots tons icoderns wheidern whe developin developing theng c theom pocosmitiopon:sitio youn:r your audienaudience andce your and syourelf. self. 8484 8484

Building Building Building Building GGrereaaGGtt MMrereaaaarrttkk MMeting eting aarrkketing eting CCaammppCCaaaaignignmmppssaaignignss Composition forComposition for Your Y ourAudience Audience Here Hereare so arem eso idemeas ide onas composition on composition develop developmentm, uesningt, u asingn e-boo an e-book k as a casontent a content exam eplexam: ple: Audience Audience Interests: How Interests: How Audience Values: Audience Values: do they consume do they consume Values + Interests = Values + Interests = Who do they trust?Who do they trust? information?information? ApproachApproach PeersPeers VideoVideo Video of Video of customecustomer r storiestories s Thought leaThought leaders ders Blog postBlogs posts 10-question10-question intervie interview w blog post blog post with aw thoughith a thought t leadeler ader BrandBsrands E-booE-ksbooks Co-branCo-dberand e-dbeookd e- bwookith with a relevant organizatioa relevant organization n You caYoun m caixn a mndix maandtch ma thetch val theues val anuesd aanpprod aapprochesa chesto find to thefind s ecrethe st ecret sauce thsauce that youat you know k wnowill appeal to will appeal to your youraudie anudceie’sn acspire’s aationspirastion. s. Here’Hers a elook’s a lookat how at howthe for them ulforam plulaay spl outays for out the for S theales Sforalecesfor adcme ian dmin audienceaudience for a nfor AppE an AppExchanxcge hancamge pcamaignp:aign: Audience Audience Interests: How Interests: How Audience Values: Audience Values: do they consume do they consume Values + Interests = Values + Interests = Who do they trust?Who do they trust? information?information? ApproachApproach Peer Peer E-booE-ksbooks E-book featE-book featuring u2ring 5 25 Salesforce aSalesforce admins dmins tellingtelling their favorittheir favorite e app storieapp stories s Composition forComposition for Your Brand Your Brand The seThecon sedc asonpectd as pectof the of c theom positiocomposition developn developmentm proceent process is youss isr your budgetbu,d resoget, uresorcesu, rcesand, tiandme .ti Imf youe. If cayounn caot nenxotec uteexe ctheute ctheam paigcamnpaig at n at 100%10 b0ec%a ubsece aofus thee ofs ethe factorse fas,ctor yous, neeyoud nee to dre toasse ress.asse Herss.e ’Hers howe’s howto to take btaukdeget bu,d tigetme, ,ti amnde, resoand uresorcesu ircentos cinonsito cdonsieratioderna wtiohenn w deterhen determininmg ining how hoyouw ayopprou aapproch aanch e-abnook e-b, forook e, xforam eplexam: ple: 8585 8585

Chapter 7 Budget/Resources Time Approach Low Low Turn five top-perform - ing blog posts into five chapters of an e-book Low High Interview one thought leader and write an e-book on his or her five best practices High Low Select an industry- known guest author to write the e-book High High Interview 10 thought leaders and write an interactive, highly designed e-book based on their insights Bringing the Steps Together By breaking down these steps — knowing your audience, establishing a campaign theme, and developing your tactics, in addition to putting your audience at the center of everything you do — you’ll create the strongest and most effective campaign of your career. You’ll show your team how to practice and execute world-class marketing. You’ll empower and excite your audience to join you on your journey. Salesforce Campaigns When it comes to campaign management, tracking, and report - ing, Salesforce can help. Salesforce Campaigns helps you manage, track, and analyze your efforts so you can ensure you’re meeting your campaign goals, along with accessing relevant data for analysis, tracking campaign success by channel, and much more. Learn more about Salesforce Campaigns from the reference guide “Campaign Management Implementation Guide.” As you work on your marketing campaigns, make it impossible to ignore the impact of your business by creating and packaging innovative content, and having the time of your life while you do it. 8686