What is a campaign?

Here at Au Partners, we’re pretty particular about what we call things. When we say “campaign,” we mean something very specific. This is a breakdown of how campaigns work with us (and how we think outbound sales campaigns should work for all outbound sales processes). You’ll see that it comes down to an obsession with focus that helps us to eliminate wasted effort.

1. SET A GOAL
It starts with a goal. What do you want to achieve?
E.g. Drive awareness, learn something, set a meeting.

2. BUILD A LIST
Then we determine the target & build a curated list.
Target = 1 type of company, 1 persona.

3. CREATE MESSAGING
We leverage the persona-based messaging in two channels: phone and email. Phone earns us first conversations and email combines with phone for follow up conversations after we determine timing.

Here’s an example of a campaign to drive awareness:

Target
CTOs at Fortune 1000 companies spending $1MM+ annually on cloud infrastructure

Message
Offer: Webinar with 3 actionable tips for assessing cloud cost changes from top
cloud providers (Google, Microsoft, Amazon). If this is a hot topic for the prospect,
the secondary offer is to meet 1:1 to discuss these assessment tactics.

Channel
Phone to engage; if dial to connect rate is <4%, double dials to reach target
of 100 conversations.

Timing
Event date is 1 month from target launch date; if CTO is unavailable, recording
will be shared and future event invitations can be extended.

View more campaign examples we put together below.