Out of the Office But Still in the Game

Design Segment Specific Campaigns

In plays 1 and 2 you learned about how to harvest activity data from your employees inboxes to generate high quality contacts, how to link those contacts to accounts and deals, and how to identify buyer groups and influential personas. Armed with that information, you’re ready to launch segment specific campaigns designed to meet individuals where they are and to help them advance through the buying journey. Based on the four segments we specified in previous plays, marketing teams can build four fundamental campaign types:

Campaign 1: New prospect campaigns

• Target contacts you haven’t previously engaged with at companies where you’re not yet doing business.
• Focus these campaigns on to top of funnel awareness and education related to the problems you address. To accomplish this, invest more heavily in thought leadership content that focuses on quantifying the impact of core challenges and that proposes solution agnostic solutions (you can always introduce your specific products and services later in the buying journey). By exposing the total impact of the challenges you address, you’ll create a sense of urgency and lay the groundwork for building a business case related to your solution. Once you do, you’ve got a solid foundation on which to build.

Campaign 2: Reengage a champion

• Use for contacts who used your products and services at a previous company. When a champion changes companies, you’ve suddenly got an insider who can help you navigate a new organization and who can advocate for the value you create.
• For these campaigns, focus on the value proposition you deliver, ideally tying back to the contact’s experience in working with you previously. Incorporating case studies and customer testimonials at this stage help to validate your claims and add additional credibility to testimonials offered by your champion.

Campaign 3: Restart a conversation

• Use for contacts who were engaged in a previous sales cycle that didn’t result in a deal. Oftentimes, the impediments to a deal—timing, budget, or a detractor—cease to be an issue in subsequent quarters. Integrating contacts from closed/lost deals into a nurture cycle allows you to stay top of mind when the buying climate becomes more favorable.
• For these campaigns, it’s important to understand the reason the deal stalled. Once you do, tailor your outreach to the blockers. This might mean that for a deal where the timing was premature, you simply focus on resurfacing your value proposition. On the other hand, if the product fit was off, you may decide to educate about what’s new and improved about your offering.

Campaign 4: Accelerate an existing deal

• Use for contacts who are engaged in an active sales cycle.
• For these campaigns, it’s important to coordinate closely with the sales team. You’ll need to stay close to where the buyer is in the sales journey and the key messages Sales needs you to reinforce. A powerful way to accomplish this is by automating opportunity tracking so that you can get immediate status on critical deals. As was described earlier, once you’re automatically associating contacts and activities to deals, it’s easy to determine how quickly a deal is moving and where to add value. Once you begin to run campaigns against in-flight deals, don’t forget to A/B test. Compare the deals where marketing has no involvement to those in which you’re plugged in to determine your impact on sales cycle length, deal size and close rate.

People.ai provides regulatory compliant contacts for your campaigns

Whether you rely on any of the campaign types listed above or develop a more specialized campaign strategy, you’ll need high quality contacts to make those campaigns successful. External list buys can be expensive and risky since they often don’t conform to regulatory standards. Alternatively, contacts derived from your employees’ activities typically comply with standards like GDPR and CCPA. People.ai provides additional context for internally derived contacts that allow you to determine if they meet the compliance threshold your company has established. Specifically, we allow you to examine four factors related to compliance:

• Place of origin—we’ll expose the contacts place of origin so you can identify applicable regulations
• Implied consent—based on the level of engagement between your company and a contact you can determine whether that contact meets implied consent thresholds
• Existing customer—since People.ai automatically associates contacts to relevant accounts, you can determine whether a contact works for one of your customers
• Engaged in a deal—since People.ai automatically associates contacts to relevant opportunities, you can determine whether a contact is involved in a deal your team is working.

Once you understand these points, you’re in a strong position to score a contact as compliant or not compliant based on the parameters to which you’ve decided to adhere.

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