we had not briefed the sales team like we should have

[Liton120@]

If you are going to run a campaign to a persona other than the decision maker (highly encouraged!), make sure everyone knows that and plan the goals, the buyer’s journey, nurturing, and messaging around that. My re-do: Put different leads into different nurturing tracks. One track would have sales-ready leads and would be owned by sales. The other track would have leads that weren’t yet sales ready‚ so we could nurture them along in the sales journey.


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 russian email address list 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, 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.