Host: Jen Spencer

On the latest episode of SmartBug on Tap, I talked about how marketers can better prepare their sales team for a campaign launch. And since my role oversees both marketing and sales, this topic is near and dear to me. 

As you can imagine, our internal sales and marketing alignment is extremely tight here at SmartBug Media. So, I thought you'd appreciate hearing the way we roll out a marketing campaign and what types of enablement resources we provide our sales team. 

Let’s dive in.

Deliver information in multiple ways, multiple times

First of all, information is delivered in multiple mediums, multiple times.  

Not all individuals like to consume information in the same way — some learn more effectively when they have information in writing, while others get more out of a discussion.

So, prior to launching a new campaign our marketing team sends the sales reps a campaign overview, via a short video message and a detailed, written campaign plan. 

Our weekly sales team meeting also has a standing agenda item to touch on new marketing campaigns that are launching that week. They also gather feedback from the previous week's marketing activities. 

So, by delivering information in multiple ways, multiple times, we’re ensuring that important information is received and understood properly.

Now that we’ve touched on how we disseminate information, let’s talk about what information we’re sending to our sales reps. 

Overview of the campaign details

The first bit of information we share is the campaign overview.

Let me walk you through an example of what we might send out for our SaaS vertical campaign that is launching June 13, 2019. There are four premium content pieces that are part of this campaign. There’s also one five-week training series that uses the four premium content pieces and other SaaS-specific content we've created. 

The bootcamp promotions include one promotional email, a workflow for registrants (which is six emails in total length), and an assortment of social media posts to drive engagement. 

Now the sales team has all of the overarching details of this campaign. 

Campaign resources

Next, let’s dive into the specific resources we’ve created for the campaign. I'm not going to get into all four of the resources that we're using in this particular campaign, but I’ll walk you through one of them.

One resource is called “The Savvy SaaS Marketer's Quick Guide to Paid Marketing."

And the marketing team included the following four key bullets for the sales reps:

  • It explains the best marketing channels for SaaS
  • Covers paid media strategy basics
  • Provides the metrics marketers should measure and how to gauge success
  • Features a client success story where qualified leads increased by 25% in one month while remaining budget neutral

So, now that the team understands what's covered in the campaign, it's important they know who the campaign is for. 

Campaign targets

In the current example, we are targeting the Director of Demand Generation. Let’s call her Ashley. 

As a refresher for the sales team, marketing will include some important notes about Ashley. These notes might include things like: 

  • She's responsible for increasing demand gen, brand awareness, and overall revenue growth. 
  • She lacks expertise in inbound methodology. 
  • She does not have the right team in place to execute inbound strategies. 
  • She's struggling to generate awareness and demand because of competition.
  • She has a large, complex tech stack and needs help simplifying. 
  • And she needs a time and cost-effective cost solution to secure more users for her app. 

We will also link to our formal persona documentation. But for most sales reps, a quick refresher like this is helpful before they start speaking with prospects. 

Campaign goals & launch schedule

Next up, we address campaign goals. After all, there's a reason we're launching this campaign, right?

So, in the case of this example, we have 2 goals. The first is to nurture leads with vertical-specific content assets so they'll register for our intelligent inbound bootcamp for SaaS marketers. The second goal, and really the goal of the boot camp itself, is for marketing qualified leads to schedule a consultation with our sales team. 

So, you can imagine my sales team is eager for this campaign to launch and to help in any way they possibly can. After the goals, marketing shares the campaign’s launch schedule. In this schedule, we include details about the workflow, so sales reps know when they will be internally notified based on lead activity. We also share the cadence of the nurture path itself. 

Recipients & exclusions

Finally, as part of this campaign handoff, marketing shares links to the recipients and exclusions of the promotional email. 

This way, anyone can find the bootcamp in our resource library. But there are very specific people in our existing database who we're targeting with our campaign.

And for exclusions, we can all rest assured that competitors, previously disqualified leads, and current customers will not be included in this promotional launch.

So, that’s how we prepare our sales teams for a campaign launch here at SmartBug Media. Hopefully this information will help you achieve tighter alignment and increase the success of your campaigns in your own organizations.

What about you? Tweet me or SmartBug about your journey at @jenspencer or @smartbugmedia.

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Jen Spencer

About the author

Jen Spencer leads SmartBug's sales, marketing, and brand strategy. Over her career, Jen has built several demand generation and sales enablement programs from the ground up and has experience working within tech startups, publicly traded companies, mid-market organizations, and the not-for-profit space. Jen subscribes to the notion that “we’re all in this together,” and great communication leads to great partnership. She loves animals, technology, the arts, and really good Scotch. Read more articles by Jen Spencer.

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