Key parameters
MQLs: As it’s ABM with pre-qualified data set, any form fill from a qualified lead from prospect list. Target Conversion Rate: MQL to SQL at 25% Goals: 20 MQLs per month, 1st MQL value $500, subsequent MQLs from same company = $200 Strategy: Quality-first ABM
Goal
Zero in on ICP execs with premium LinkedIn lead gen, then help with YouTube & retarget. This is our strategy for with low category and solution awareness, long sales cycle, and somewhat complex buying committees. Mix
LI Sponsored Content: 30% Assumptions
CPLs by channel
LI Sponsored Content: $200 Raw → MQL 35%
MQL → SQL 25%
Distribution & targets
No. of leads = (Budget x channel distribution)/CPL
LI SC: ($10K x 30%)/200 = 15 leads, with $10K as budget
Assuming a 25% SQL-to-deal conversion rate, we should get (12 x 25%) x $20K = $60K in rev potential
Assuming a 25% SQL-to-deal conversion rate, we should get (4 x 25%) x $20K = $20K in rev potential
Week by week plan
Week 1
Prep: Finalize ICP and create ABM target list with JB, Stephanie, Ashish, Akshay Prep: Set up conversion tracking for LI, Meta, Bing MoFu asset - tool: Finalize one interactive tool that we’ll develop, with Nikhil Social Competitive Analysis tool Engagement Intent Mapping Create the plan and timeline for interactive tool creation and deployment Creative dev: Finalize ads to be used from the current ads: Courtney vid ads - LI SC, all retargeting Stephanie vid + single image ads - Retargeting Case story ads - LI SC, lead gen form, conversation ads, all retargeting Creative dev: Create problem-feature ads, with simple UI illustrations from the platform Creative dev: Create proof ads, with simple screenshots from the platform BoFu asset - on-demand demo: Discuss with JB about first two on-demand demo videos (main platform with focus on retail - beauty, fashion, and apparel; main platform with focus on retail - other retail and e-commerce; shoppable DMs; product quiz; giveaway automation; social fan clubs; social autopilot) Creative dev: Go through more sales calls to improve the messaging strategy Week 2
Website update: Change the current design to a template (while going through these, ignore the images and graphic quirks, look at all the pages for components) Creative dev: Create process graphic ads MoFu asset - report: How Customers Use Social Media for Product Discovery and Purchase Create ads for report promotion Create conversion pathway for report Create email sequence to be sent out for nurturing Set up tracking for report Bing Ads: Prep and ad work start Finalize the initial set of keywords to go after for Bing, with profile targeting Comparison & evaluation terms Create search ads with "enterprise-only solution" kind of language HubSpot ABM setup: Set up ABM in HubSpot with target accounts and website visitor identification. Creative dev: Create 10-sec pre-roll for YT retargeting from clips used previous in AI vid ads + Courtney B-roll with Canva motion graphics + Canva video ads BoFu asset - on-demand demo: Discuss with JB about first two on-demand demo videos (main platform with focus on retail, shoppable DMs, product quiz, giveaway automation, social fan clubs, social autopilot) Creative dev: Go through more sales calls to improve the messaging strategy MoFu asset - eBook: The Feed Engineer’s Guide to Winning Organic Reach Discuss with Akshay to get started on notes Creative dev: Go through more sales calls to improve the messaging strategy Creative dev: Your Social Team’s Burnout Score quiz ad and post Week 3
MoFu asset - report: Launch the asset, LP, ads Launch other ads: Launch problem-feature ads, process graphic ads, case story ads, and existing creative ads Creative dev: Create 30-sec for YT retargeting from Courtney’s ads and other existing creatives BoFu asset - on-demand demo: Discuss with JB about first two on-demand demo videos (main platform with focus on retail, shoppable DMs, product quiz, giveaway automation, social fan clubs, social autopilot) Review campaign metrics daily to make rapid adjustments to negative keywords for Bing Ads, adding more keywords for Bing Ads, LP tweaks Note down messaging, creative type, campaign type, and ad format (single image, carousel, vid, search) that’s doing well Creative dev: Go through more sales calls to improve the messaging strategy Outreach: Begin manual LinkedIn outreach to early leads identified through RB2B or LinkedIn campaign analytics (company ID) - Stephanie Week 4
Retargeting: Set up and start retargeting campaigns Segment by pages visited and actions taken on website to retarget with personalization and only to high-value leads Website update: Create new LPs for 3 use cases: Shoppable DMs, product quiz, and influencer marketing MoFu asset - LinkedIn DM series (instead of email series): Tear down series covering case stories Create DM series for it - can use a mix of text, voice, and video (Stepanie) Create conversion pathway Review campaign metrics daily to make rapid adjustments to negative keywords for Bing Ads, adding more keywords for Bing Ads, LP tweaks Note down messaging, creative type, campaign type, and ad format (single image, carousel, vid, search) that’s doing well Creative dev: Go through more sales calls to improve the messaging strategy BoFu asset - on-demand demo: Discuss with JB about first two on-demand demo videos (main platform with focus on retail, shoppable DMs, product quiz, giveaway automation, social fan clubs, social autopilot) Outreach: Continue manual LinkedIn outreach to early leads identified through RB2B or LinkedIn campaign analytics (company ID) - Stephanie Week 5
MoFu asset - LinkedIn DM series (instead of email series): Launch the ads Website update: Create 3 new LPs: Segmenter, UGC dashboard, on-demand demo MoFu asset - tool: Start the work on asset, while eng. team helps with asset dev Create ads for tool promotion Create conversion pathway for tool Create email sequence to be sent out for nurturing BoFu asset - on-demand demo: Discuss with JB about first two on-demand demo videos (main platform with focus on retail, shoppable DMs, product quiz, giveaway automation, social fan clubs, social autopilot) Review campaign metrics daily to make rapid adjustments to negative keywords for Bing Ads, adding more keywords for Bing Ads, LP tweaks Review campaign metrics bi-weekly to make adjustments to bids, channel distribution, negative keywords for Bing Ads, adding more keywords for Bing Ads, LP tweaks Note down messaging, creative type, campaign type, and ad format (single image, carousel, vid, search) that’s doing well Every two weeks, retire messaging and creative that’s doing worse than avg. - on individual channels Go through more sales calls to improve the messaging strategy Create more messaging and/or creative to replace retired ads in the ad format that’s working well Outreach: Continue manual LinkedIn outreach to early leads identified through RB2B or LinkedIn campaign analytics (company ID) - Stephanie 
