parenting campaigns

 Clients often ask me for examples of great advocacy campaigns - it's not just those who have recently purchased marketing automation software, even seasoned users want to know "what works and what doesn't". In fact, that's a reasonable request - there are surely a few good practices you can follow to ensure success.

In practice, I have found it very difficult to just drop a rewarding campaign from one situation to another - the outlook, product, and available content are all different. In fact, trying to replicate a successful campaign often ends in failure. tc bolts

The best way to create a great advocacy campaign is to create one that is tailored to your particular situation. The good news is that while “out of the box” campaigns don't travel well, it's easy to identify a framework to use. These frameworks define the objective of the campaign, which is essential to ensure good results.

Three main categories of advocacy campaigns

At Napier, the B2B promotion campaigns we see generally fall into three broad categories. Lead-focused campaigns are triggered by something a prospect does (for example, filling out a form on a website), time-based campaigns are triggered by something that happens, such as a trade show or a period of time elapsed, and customer lifecycle campaigns are slightly different and target existing customers rather than prospects.

In this blog post, I will designate the eleven different nutrition campaigns and how they fit into these three categories. To make it easier, I'll talk about email as a form of parenting, but it's important to remember that the best parenting campaigns use multiple channels to reach their audience.

Campaigns triggered by prospects

These campaigns are triggered when a potential customer does something that you can track. Typically, they've done something on your website, for example, they've visited a page or filled out a form, or they've interacted with an email by clicking on a link.

Lead-triggered campaigns are almost always at the top of the funnel and are typically tied to the action taken by the contact, indicating that they are at a particular stage in the customer journey.