In this article I’ll cover how to create a new campaign. You can also get an overview in this video.
What is a campaign?
A campaign is a promotional activity that publicizes a product or service. It can include a coordinated set of activities--for example, email drip campaigns, social media advertising, and a pay-per-click campaign.
One of the challenges of creating a campaign is understanding who you should target and how to talk to that targeted audience. Let’s say you have a list of early adopters you’ve engaged and/or converted on a previous product, and you're wondering if any of them might be a good fit for your new product. The Wrench app will match contacts on your list with your product asset to identify those that have a high fit score.
The next logical step is to conduct an outreach effort to those early adopters in the form of a marketing campaign.
What is a new product asset?
To begin creating a campaign you'll need to put together a new product asset, which is the foundation of your campaign. A product asset allows the Wrench app to segment your list of contacts and apply fit scores, which indicate how well a contact matches to your product or deal.
A product asset “teaches” the Wrench app about your product and who qualifies as a good fit for it. It's especially critical when you are launching a product for the first time--versus a new version or an upgrade--and you don’t have any historical data.
To create a product asset, upload a detailed description of your new product to "Match" under the Upload section, on the left side of the Wrench app dashboard.
Once your description is uploaded (you can upload more than one), you are ready to create a campaign, which we'll address in an upcoming article.
Tips on creating a product asset:
- We recommend creating two product assets to kickoff your campaign process.
- For the first, create a description of the target audience. You can include job titles, personas, and types of expertise that your targeted audience might use to describe themselves.
- For the second, create a description of the product, including its benefits, competitors, associated services, etc. The more category-specific language you use, the better. Include:
- Your product's value proposition and benefits
- Competitor companies and products
- Pricing information
- Language related to the branding of your product
Need information or have any questions? Click on the square icon in the lower left-hand of the screen and reach out.