I also would have considered running the entire campaign ungated, then using cookies to run a retargeting campaign featuring a more Layer-specific gated asset. The takeaway: Develop personas, understand their buyer journeys, and map content to the different stages of the journeys. This all contributes to content marketing success. You can’t have one without the other. 2. Give sales a detailed tutorial highlighting the kit’s value and benefits One mistake we corrected quickly was a misalignment between marketing and sales.
When we launched, we had not briefed the sales team like we should have. We also didn’t have a custom follow-up sequence in place for them to use when responding to leads from the campaign (email templates, call scripts, ecuador consumer email address briefing docs, etc). So, when our sales team began sending follow-up messages, they responded with their standard follow-up sequence‚ they welcomed the person to Layer, then gave them tips for getting started with our product.
Which, of course, made no sense at all to the people who downloaded the design kit, not signed up for the product. It all happened because we‚ marketing‚ failed to align our efforts with sales before we launched the campaign. It’s not just about telling sales what’s coming up. It’s about educating them on the features and benefits and how it all fits into the buyer’s journey‚ how sales should approach and communicate to this persona.