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B2B Inbound Marketing Tips: Campaign Naming Convention

Matthew Buckley
May 3, 2013 10:00:00 AM  |  Matthew Buckley

shutterstock_64028797You’ve planned and planned and strategized and are finally ready to launch your first B2B inbound marketing campaign.

However, as you go to set up that first campaign, you’ve begun to realize just how many different assets you’ll need to build out, and how different links and paths you’ll have to set up to make sure your campaign is a success (not to mention all the great content you’ll need to write). With all these forms, conversion (landing) pages, emails, CTA’s, and workflows, it’s hard to keep it all organized.

Fortunately, if you just step back and take a deep breath, and follow these three easy steps your campaign can be up and running smoothly in no time!

Step 1

Decide on a title format that works for you and use it for everything you create for your campaign. 

We recommend using something like, “Campaign title | Lifecycle Stage | Asset” as our standard format. For example, we recently had to make a landing page for a content strategy campaign we titled the page “Content Strategy | TOFU | Rockstar Redesign eBook”.

Now, don’t feel locked into this particular formula, you could use a different naming convention like, “Persona | Lifecycle Stage | Asset”, or any other variation you can think of that will meet your needs. It’s your campaign, so your naming conventions need to be something that makes sense for you and the inbound marketing campaign you’re running. The important part is that once you’ve come up with a format that you stick with it.

Step 2

Make a list of all your campaign assets before you even think about implementation.

Now that you’ve defined your naming conventions, put the assets you’ll need down on paper. Don’t build out anything in campaign until you’ve clearly outlined your naming conventions and have listed what assets you’ll need to run your campaign. It’s much easier to make a few edits on a piece of paper than to go back and rename 10 different assets after the fact.

Step 3

Build your assets out in a logical order.

It’s (almost) go time! Now that you’ve created your B2B inbound marketing strategy, and organized your campaign assets, it’s time to open up your marketing automation tool (we like HubSpot!) or whatever tool you’re using and get going. But do it logically. There’s no need to jump right to your BOFU offers. Start from the top of the funnel, build out the necessary forms, format and design your CTA’s, create your lists, and then move onto conversion and thank you pages, emails, and then finally put all the pieces of the puzzle together and design a workflow that will be a lead generating machine. If you try to skip between TOFU workflows, and BOFU emails, you’ll be confused before you know it.

We know that this can be a daunting process, but by taking the time to layout an organized foundation and designing a solid naming convention system before you begin building your assets, you’ll be launching lead generating B2B inbound marketing campaigns in no time.

 

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Matthew Buckley

This post was written by Matthew Buckley

Matthew Buckley is New Breed's Lead Marketing Strategist. He specializes in developing successful inbound marketing programs and is a HubSpot expert. Matt’s expertise has led to the launch of many successful inbound marketing campaigns.

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