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Use account insights to run a campaign

Published Date

As we know, there are many types of campaigns we can run throughout the buyer journey. Whether you’re running target and awareness campaigns early in the funnel, or 1:1 campaigns targeting specific accounts or individuals to move them from consideration towards decision, or post-sale account engagement, Uberflip can help. Using Uberflip, you can efficiently and effectively engage your audience at each of these stages with different tactics and platform features.

Executing a campaign using the 5 pillars

The following playbook walks through the steps in Uberflip to execute an effective campaign with enriched account-specific data. 

  1. Plan

    The first is the planning step. Using Uberflip Analytics, we’ll dig into our account insights to determine a target audience for our campaign.

  2. Curate

    Once we have the audience specified, we’ll determine what we want to show them. We’ll review our content and select items that align with the targeted account segment and stage. This is also the time to figure out if we need any new content created to help convey the right message.

  3. Design

    Once we’ve nailed down what we want to show this target audience, the next step is to decide how we want to present it. We’ll design the experience and include a desired outcome.

  4. Publish

    When the experience is ready to go, we’ll publish it and add it to our channels with the appropriate UTM values. Part of this is deciding if we want the page to be also found organically via inbound or only through certain outbound channels.

  5. Measure

    Finally, once the campaign is running, we’ll want to check in on our analytics and see how it is performing, measuring account activity and content engagement to understand if they are showing interest and progression.

Now that we have the 5 steps down, let’s walk through the platform and go over exactly what each of these steps looks like in practice.

Step 1: Planning with Enriched Data

Account identification

Many of you have a treasure trove of data ready to be put to use and inform your marketing efforts.

With our newly launched enrichment feature now available across all four major marketing automation platforms - Marketo, Eloqua, Hubspot, and Pardot - we can use our enriched dashboards in Uberflip Analytics to narrow in on our audience and identify target accounts.

Here’s how to approach building an account list - a key part of the planning stage when looking to run a campaign targeting specific accounts or individuals. 

First, navigate to the Company Discovery dashboard - now enriched with intent data - to see which accounts are already engaging with your content.

Use the dashboard filters to narrow down the list by industry, revenue, country, and employee size to see who fits your ideal customer profile.

To get a complete list, make your way down to the Company (IP) Summary widget at the bottom of this dashboard. 

From here, you can start analyzing the list of accounts to determine which ones are worth adding to a campaign. You can either do this analysis easily right here in Uberflip Analytics, or if you prefer to work in a spreadsheet, you can download this data by clicking on the three dots in the top right of the widget (select download data).

To make sure you’re extracting all rows, switch the advanced data options to as displayed in data table, unformatted, and custom.

You can do the same process as above with the Companies dashboard.

The Companies dashboard is enriched with companies that have been profiled in your marketing automation platform (MAP), whether they converted on an UF form, a form on your website, or clicked through a MAP generated email. As long as the MAP knows who the cookie belongs to, their data will pull into this dashboard to enrich the engagement activity.

Use the filters at the top of this dashboard to narrow down the results, and using the Companies Detail widget at the bottom of this dashboard, conduct the account analysis, either right there in Uberflip Analytics or by downloading the data into a spreadsheet.

Funnel stage analysis

Now let’s try to place the accounts at the proper stage in the funnel. What does their engagement say about where they are in their journey and how we want to engage them going forward?

Let’s start by looking at the intent data and run through some examples.