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Campaign Launch Checklist

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.

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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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