Run a marketing campaign retrospective

Hi, my name's Madison and I'm on the demand generation team here at loom leading up strategic marketing. I want to share how I'd use loom to do a campaign kickoff that touches multiple teams, including marketing, sales, customer success, and even our operations team.

Instead of trying to get everyone on a zoom call or send out a big block of text in slack, I decided to at setting a loom overview can help not only conceptualize what's needed for the campaign, but will also allow me to share my screen and show them the campaign itself and any changes.

So that further ado, this is how I would record a loom for this campaign kickoff. Hey, everyone really excited to let you know that after the success of our ABM campaign at the beginning of 2022 we've to relaunch this and have a March go live date.

So, so some of you may be wondering, okay, what was this campaign again? What's the point of it? I've went ahead and laid out a program overview here, but really what, what it was high level is we did a personalized account based marketing outreach campaign, where we targeted our top hundred prospects and tried to show them the power of low with this.

We got really great engagement and we're able to book a couple of meetings off of it. So we've tried to, we've decided to relaunch this, but have a wider net and a wider audience.

So our goal is to continue to use these personalized emails, landing pages, and direct mailers to continue to move our up market and reach our wall Towa buyers.

So the goals I list out here are we're looking to book at least meetings within the next two quarters of the go live.

And you can also keep up to date in project ABM for any live campaign updates and further looms that will be posted there.

So how does this campaign differ from the last campaign? One of the biggest things, as I mentioned earlier, is we're trying to do a larger account list.

So everyone on the AE team, specifically midmarket and enterprise, I will be reaching out to you separately after this, to ask you to help me confirm which accounts you were like included on this campaign and who from those accounts we should target.

So be on the lookout from another message for me, we've also decided to introduce some mid-market accounts. We had a few in the last round and we saw really high engagement there.

So instead of targeting just a handful, we wanna widen that net and go and target few more midmarket accounts. Lastly, we're going to switch the title level.

So instead of purely going for C-suite folks at those accounts, we wanna introduce that and also go to VP and director level.

So not only will more accounts be included this next round, but different titles will also be included. So mid-market and enterprise AEs be in the lookout for me, as I reach out to you to confirm those lists I've also included additional resources here.

We have a launch deck. We have a recap how the first campaign performs, and then here will be the link that we can put our account list for any of you guys who wanted to remember what exactly was a part of this campaign.

We have the components down here. There's a three part email series track and verify emails. Each prospect will get a custom landing page, a direct mailer with a loom and grave dart board.

And a thank you gift. If they're able to take a meeting with us, I've also included all of this in the deck and you can see the really cool concept that our brand team has worked so hard on saying, this is the point teams get to it faster with loom.

So in regards of next steps, please just be in the lookout from a note for me, for the AE to finalize who will be a part of the campaign accounts and prospects.

And then I'll work with our marketing ops team to get everything tracked in Salesforce. So moving forward, we can track engagement, really excited.

Let me know if you guys have any questions, if not excited to see how this performs.