Start here
Playbook Walkthrough
Bonus Content
Free Templates & Tools
Customer Research
Research Intro
Who to Interview
Customer Interview Script
Template: Persona Doc
Template: Messaging Doc
Your Campaign Offer
Campaign Offer Intro
3 Ways to Target Pain Points
When & How to Talk About Product
'Techno-babble' & Other Common Mistakes
Template: 'Analyse It' Report Structure
Template: 'Prove It' Report Structure
Campaign Distribution
Distribution Intro
Campaign Launch Checklist
Two Must-Have Copywriting Formulas
Social ad tips
Template: Landing Page
Template: Social Ads
Template: Emails
Nurturing Leads
Nurture Intro
Our Follow-Up Process
Template: Nurture Emails
Template: Lead Scoring
Reporting (WIP)
Reporting Intro
Bonus Content
Persona Doc Unlocked
Messaging Doc Unlocked
'Analyse It' Report Structure Unlocked
'Prove It' Report Structure Unlocked
Landing Page Templates Unlocked
Social Ads Templates Unlocked
Email Templates Unlocked
Nurture Emails Unlocked
Lead Scoring Unlocked
Campaign Launch Checklist
Here's the launch checklist we work through to make sure our campaigns are driving as many leads as possible. We don't consider a campaign 'live' until every single one of these that's possible is ticked off.
Tip: start planning for distribution early. A common mistake is to make the content and then work out how to get it seen. But a lot of the steps below (one-to-one outbound to target accounts and putting CTAs in relevant parts of your website) will require work in advance.
Website CTAs
- Homepage CTA (if appropriate)
- Relevant blog posts (especially ones that get good search traffic)
- Relevant product or service pages
- Pages targeting specific relevant personas / use cases / pain points
Email and InMail - here are some email copy templates
- Sales personalised one-to-one outbound to all current leads
- Sales personalised email to target contacts at target accounts
- If you can't reach them by email, try LinkedIn InMail
- Marketing outbound broadcast to email list that aren't on target list
Ads
- LinkedIn Lead Gen ads
- Publish three versions of the creative trialling different configurations
- Find the best performing then run another three configurations of that to find additional gains
- Facebook ads
- Publish three versions of the creative trialling different configurations
- Find the best performing then run another three configurations of that to find additional gains
- PPC ads (if the campaign has relevant keywords)
Social organic
- Sales personal accounts x3 for each salesperson with relevant contacts
- A salesforce that's active on social media will have a massive combined reach, which is the equivalent of free media. Make sure you push them to share your campaigns!
- Brand accounts LinkedIn x5
- LinkedIn carousel(s)
- Brand accounts Twitter x5
- Twitter thread(s)
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We generate qualified leads for B2B SaaS companies using content, emails and ads.
