Targeted Campaign Lists

Process of campaign list assembly

Each campaign starts with the question WHAT will be targeted? So-called targeting is the key element of success. You can have traditional “broadcast” campaigns like billboards or ads in newspapers and so on but today these traditional media are called communication channels in your marketing campaign. Remember: an experience shows that campaigns using direct contact channels are more effective. Telesales, emails or any other type of one -to-one communication channels allow the delivery of personalized and targeted messages to each campaign contact. More likely, such a message converts a campaign contact into lead.

So, WHO should be contacted in our campaign? There are many options how to get a contact list. We would like to place the emphasis on one important option: your sales. Why don’t ask your sales to nominate the contacts for your campaign? At the end, it will be them who will receive leads and are dependent on those leads.

How does a typical process of campaign list assembly look like? There are three steps to it:

  • Contact segmentation. Your marketing or business development need to define segments that the campaign should aim.

  • Sales nomination. When it comes to the individual contacts, your sales hold the key. They know most of the contacts and they are motivated to get quality leads.

  • Nominated contacts review. After your contacts are nominated into the campaign, you need to check whether they have proper data and that they are eligible for the campaign with respect to your rules for contact frequency, and so on.\ More likely, you will need to add new contacts to your campaign from external sources then your CRM system (so called external campaign contacts). The process is similar as described above but your sales probably will not be involved and marketing or business development will take part in the contact nomination.

Your CRM system should help with the three basic steps of the campaign list assembly.