Awaken the Dead

Megan Schwartzer

Awaken the Dead

• Tier 1 - CL Opps > 6 months
  • Loss reason - no decision/no response/timing
  • Awareness
    • Tactic - Digital Advertising (Display/Contextual Targeting) based on KWs
  • Consideration
    • Tactic - Conversational Email - been awhile..how are things going. new features or other announcements where relevant + gifting incentive to opp contact roles
    • Tactic - Conversational Ad + gifting incentive “how are things going” to opp contact roles
    • Tactic -  Orchestration - Add new contacts that fit ICP and run 
      • Tactic: Conversational Email play to build awareness + gifting incentive
        
        

Segment Criteria

• Status - Opp closed lost, greater than 6 months 
• Loss Reason = No Decision or no response or timing
• Accounts in segment: ICP, Regional (esp for gifting incentive)
• Account Profile Fit = Strong / Moderate OR Tier 1, Tier 2

Sales / MarOps Collaboration

• Push segment Name to SFDC
• Create SFDC Campaign and Create Contact Report for outbound 
• Create Report for Meetings Set/Opps Generated/Closed Status/Bookings/ACV Untouched Leads
• Brief sales team on campaign and follow up process, including any gifting processes/approvals
• Ensure gifting budget is ready

Other audience targeting to run a similar campaign:

• Tier 2 - Missed Inbound (SLAs)
• Tier 3 - Former Users/Champions

Kimberly Conklin

Awesome! Thanks for sharing!

Chris Dutton

Thanks @Megan Schwartzer!

Kimberly Conklin

@Megan Schwartzer do you remember who was in your group? Would love to send them some swag as well!

Megan Schwartzer

Kristen Mendenhall

Jarrod Cohen

Biz Durling

Brittany Ray

Christine Kelly

kfinseth

Oh, love this share! I feel like we should all be running this as an evergreen strategy, because it really is low-hanging fruit! Sharing this with my team.