Campaign inspiration
Overview
Section titled “Overview”Use these playbooks, examples, and articles from opensense.com to plan your next banner campaign. They are grouped by campaign goal.
Account-based marketing (ABM)
Section titled “Account-based marketing (ABM)”Employee email is a strong channel for ABM targeting and engagement. Every email can move a new prospect or a lost account to the next stage of the buyer’s journey. Your whole go-to-market team can take part, including marketing, sales, customer success, and C-level leaders.
- ABM Examples, Ideas, and Inspiration for Email Signatures (examples)
- Email Signature Strategies for Targeted ABM Campaigns (playbook)
- A Perfect Match: Scrappy ABM Plays That Win Top Accounts (webinar)
Events
Section titled “Events”Most marketers use email only to send blasts to big lists. Employee email adds a large number of impressions to your event promotion. Teams such as Salesforce and Outreach use it to drive higher turnout without spending more budget.
Content
Section titled “Content”Producing content is only half the work. The other half is getting the right audience to find it. Employee email helps you promote newsletters, video series, podcasts, and other content.
Lifecycle stages
Section titled “Lifecycle stages”Sales and marketing teams can align on employee email to guide buyers through their journey and help them make a confident purchase decision.
Customers
Section titled “Customers”ABM also nurtures and expands existing customer relationships. Use banners to ask happy customers for a testimonial, to cross-sell and upsell to customers who want to do more, and to reach customers who are at risk, near renewal, or need to get back on track. Customer marketing drives revenue growth from existing accounts.
- ABM and Customer Marketing Email Ideas and Inspiration (article)
- 4 Email Ad Banners for Boosting Revenue from Existing Customers (article)
Industry playbooks
Section titled “Industry playbooks”- Mortgage: Capture the One Massive Brand Opportunity Most Mortgage Companies Miss (playbook)
- Sports: Score Big with Email Signature Marketing (playbook)
- Senior living: Deliver First-Rate Digital Experiences For Senior Living Brands (playbook)
What’s next
Section titled “What’s next”- Creating a banner campaign: turn an idea into a campaign.
- Targeting banner campaigns: choose who sees each banner.
- Marketing overview: all the Marketing guides.