1. Initial Planning and Market Research
Objective: Initiate a planning and research phase to identify lead and revenue goals based on Digi-Wave ACM’s target market and competitor landscape. This will shape campaign messaging and targeting.
- Market Research: Investigate primary markets (event venues, houses of worship, sporting facilities, and conference centers) to understand current needs and challenges for AV and IT teams. Analyze competitor offerings, especially the Clear-Comm BP200, to pinpoint differentiation opportunities.
- Target Audience Analysis: Utilize HubSpot CRM insights to analyze existing contacts, identifying key AV/IT roles needing two-way communication solutions. Determine pain points, decision-making factors, and purchasing behaviors for refined messaging.
- Goal Setting: Set SMART goals for the campaign, including:
- Lead Generation: Establish targets for demo requests, webinar registrations, and landing page conversions.
- Revenue Goals: Collaborate with sales and finance to calculate revenue targets based on Digi-Wave ACM’s $685 MSRP, aligning with anticipated sales conversions from the demo pipeline.
- Awareness Goals: Set estimated goals for impressions, clicks, and views based on audience size and marketing tactics.
- Sales Alignment: Partner with the sales team to establish shared expectations for outreach efforts and lead follow-up, integrating demo and webinar registration goals with HubSpot tracking.
2. Marketing Strategy to Drive Product Demos
Recommended Strategy: Execute the campaign in awareness, education, engagement, and continuation phases.
- Awareness Phase: Use targeted ads on LinkedIn, YouTube, and industry sites to build visibility among AV and IT professionals. Collaborate with sales, channel partners, and internal staff to drive traffic to a landing page capturing demo and webinar registrations.
- Education Phase: Develop educational content (comparison guides, case studies, webinars) showcasing Digi-Wave ACM’s benefits. Track webinar registrations in HubSpot for demo follow-up.
- Engagement Phase: Create a product landing page with a HubSpot-integrated form for lead capture. Implement UTMs and QR codes for detailed tracking and enable sales outreach to direct prospects to the landing page.
- Continuation Phase: Post-launch, sustain interest with YouTube videos, blog posts, white papers, and curated content distributed via email, social media, and paid ads.
3. Key Product Benefits to Promote
- Affordability: Highlight Digi-Wave ACM’s $685 MSRP as a cost-effective alternative to competitors like the $890 Clear-Comm BP200.
- Clear Communication: Emphasize effectiveness in noisy environments for clear, two-way communication.
- Ease of Use: Showcase the plug-and-play design for non-technical users.
- Durability: Promote reliability for high-use environments to ensure uninterrupted communication.
4. Marketing Tools and Channels
- HubSpot & Marketing Automation: Track conversions, leads, and sales in HubSpot. Integrate landing page forms for streamlined management and consider a lead-scoring workflow for engaged contacts.
- Demand-Driving Event: Host a key webinar to generate demand, tracking registrations in HubSpot and assigning leads to sales.
- Internal Campaign Launch & Follow-ups: Keep the sales team and broader business engaged with updates on the product launch, directing inbound contacts to demos and educational resources. Provide links to demo registration form to be placed in email signatures or outbound customer support engagements. Consider doing a formal 15 minute virtual meeting to launch the campaign internally.
- Sales Team Collaboration: Involve sales in promoting webinar and demo sign-ups, using CRM insights for targeted outreach. Create a sales kit with all related materials and links to key conversion activities (landing page, webinar, other forms).
- Channel engagement: Provide a sales kit, messaging and materials to the reseller channel (potentially provide unique UTMs or source tags). Provide clear instructions on how to promote the product launch and drive demos and leads. Consider a 15 minute virtual meeting to launch the campaign externally.
- Email, Social, & Paid Ads: Utilize co-branded emails, LinkedIn ads, Meta ads, and organic social posts, tracking engagement with UTMs and QR codes.
- Content Creation & Continuation: Post-launch, produce YouTube videos, blogs, and white papers for distribution. Maintain visibility with paid ads, potentially gating longer content for lead capture.
5. Measuring Campaign Effectiveness
- Goal Achievement: Track lead generation and revenue metrics against established SMART goals.
- HubSpot Tracking: Monitor leads, demo requests, webinar registrations, and sales conversions using HubSpot.
- UTM & QR Code Engagement: Assess clicks, views, and downloads for ongoing content strategy refinement.
- Content & Pipeline Performance: Analyze engagement with various assets and measure conversion rates to ensure ROI alignment.
