January 28, 2016 | Greg Alexander
To do this, you must design campaigns that attract buyers to your products. Sounds simple right? But it’s not. Recently we interviewed Laura Goldberg, CMO at LegalZoom on this very subject. You can watch here. LegalZoom provides an easy-to-use, online service that helps people and businesses create their own legal documents.
Marketing campaigns fail for a variety of reasons. Many times the audience is not well defined. The wrong programs are chosen, and the wrong activities are executed. Or the offers were not well developed, and do not resonate with the audience. How can you prevent this? Through proper campaign planning. In this episode, Laura demos how she does exactly that at her company.
She will walk you through each of the steps. From determining the types of campaigns to run, all the way through measuring success. We will use SBI’s playbook, the 6 Step Revenue Growth Methodology, to guide our conversation. Specifically, Laura will walk us through the campaign planning phase. After the show, we will let you know how to get a copy to use at your organization.
Ultimately campaign planning comes down to a few key points. Laura advises the audience on how to know your audience, your selling points, and your channels. This will set your campaigns up for success. Watch and listen to her advice here.
Greg Alexander
Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >
Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.
He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.
Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.
He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.
Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.
He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.
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