Campaign PowerSet short documentation

What are Campaign PowerSets (CPS)?

Campaign PowerSets (CPS for short) are predefined best-practice campaigns/processes that simplify getting started with marketing automation, campaign design, and lead management. 

The sets can be used as a solid foundation for determining specific campaign needs. The structured template simplifies content development, as no extensive preparatory work is required – you can work directly on the content implementation. 

The involved objects are created by Evalanche via rollout in the client. You must configure the objects yourself using detailed instructions. The prerequisite for the object rollout is the existence of an Email PowerSet and, if applicable, a LeadPage PowerSet. Alternatively, external websites and forms can also be integrated into the processes. 

The CPS are generally equally suitable for both new and existing customers.

See also:

• Click demo (German): https://www.evalanche.com/de/klick-demo/?demoid=f7jrvozodss3
• Video (German): https://youtu.be/Sh5pKwBjBjY

What Campaign PowerSets are available? 

• CPS Welcome Campaign – New Contacts
• CPS Event Invitation (Static)
• CPS Event Invitation (Dynamic)
• CPS Gated Content (No Nurture Link)
• CPS 5-Stage Campaign with Gated Content (New Customer Nurture)
• CPS 5-Stage Campaign without Gated Content (Existing Customer Nurture)
• CPS DOI Registration

CPS Welcome Campaign – New Contacts 

New profiles are automatically welcomed with a two-stage campaign following a successful DOI process to professionally create two additional touchpoints. 

Structure: 

• The process starts with a profile's successful permission (DOI). Actively entering the profile into the campaign is not necessary.
• The profiles receive two mailings as part of the welcome campaign.
• The profile's behavior within the campaign mailings does not influence the timing of the campaign. All profiles receive both mailings. 

Evaluation: 

Before the end of the campaign, an evaluation can be configured based on an interaction characteristic. Profiles are then marked with the "high activity" characteristic if they react (click) in both emails, or with the "low activity" characteristic if they do not react. 

In addition, profiles are marked with a campaign characteristic at the beginning and end of the campaign. This offers the opportunity to later select participants for further (specific) campaigns based on the defined characteristics.

CPS Event Invitation (static)

Automation of event communication with a 4-stage campaign – from save-the-date to after-event communication. The process is equally suitable for online and offline events. All profiles go through the campaign simultaneously. The process does not include a registration process for the event. 

Structure: 

• The campaign starts with a profile attribute or a combination of profile attributes (target group).
• After entering the campaign, the profile receives a total of four mailings at different times:
  • Before the event: save-the-date mailing,
  • highlight mailing,
  • last-reminder mailing
  • after the event: a review mailing
• The profile's (click) behavior within the mailings has no influence on the timing of the campaign. All profiles receive all mailings. 

Evaluation: 

Profiles are marked with a campaign attribute at the beginning and end of the campaign. This offers the possibility of later selecting participants for further (specific) campaigns based on the set characteristics.

CPS Event Invitation (dynamic)

Automation of event communication with a 4-stage campaign – from save-the-date to after-event communication. The process is equally suitable for online and offline events. 

In contrast to CPS Event (static), profiles receive mailings depending on the entry date (earlier entry: all mailings) or only a portion of the mailings (later entry). The process does not include a registration process for the event. 

A DOI process is available in the campaign for new leads (unknown profiles) generated during an event and transferred to Evalanche. 

The integration of a trade fair app is not included in the scope of the CPS. This sub-process must be budgeted and planned separately. 

Structure: 

• The campaign starts with a profile attribute.
• A profile is included in the campaign as soon as it has the corresponding attribute.
• A date check is performed after the campaign entry. Depending on the entry date, the profile receives one to four mailings at different times:
  • Before the event: Save-the-Date mailing
  • Highlight mailing
  • Last reminder mailing
  • After the event: Review mailing
• The profile's (click) behavior does not influence the campaign's progress.
• If it has been recorded whether a profile attended the event AND this information is passed on to Evalanche in the form of a feature (e.g., multiple selection in the pool field), the campaign can send two different review mailings after the event:
  • Review mailing for recorded event attendees
  • Review mailing for "no-show" profiles.
• For unknown profiles without permission, a DOI process can be used within the campaign (DOI mailing, confirmation pages).
• The content mailings include the option to leave a contact request via a form, which the company will then be automatically informed about. 

Evaluation: 

Profiles are marked with a campaign attribute at the beginning and end of the campaign. This allows participants to be selected for further (specific) campaigns later based on the defined attributes. 

The included evaluation objects offer a simple way to evaluate the success of the campaign: 

• The evaluation of the target groups in the report provides a quick overview of the most common KPIs related to the event. For example, it is easy to see how many profiles were invited, were newly registered for the event, or proactively sought contact with the company.
• For the most interesting contacts, such as "invited and registered for the event," an overview for sales can be quickly created using the list view of the profiles.

CPS Gated Content (No Nurture Link)

This CPS includes a "classic" gated content process (white paper download) – from form submission including the DOI process to the download of the gated content. The process is suitable for new and existing customers. 

Structure: 

• The profile lands on a form, for example, via a website. After the form is completed and submitted, a DOI mailing is sent to the profile.
• After confirmation of permission, the profile receives access to the gated content. The gated content can be any useful content (PDF, video, etc.).
• The content mailing includes the option to leave a contact request via a form, which the company is then automatically informed about. 

Evaluation: 

For evaluation purposes, this CPS offers standard reporting: 

• Visual recording of whether the process was aborted by the profile, enabling corrective action at the appropriate points.
• Analysis of how many new profiles were acquired with the gated content and how many existing profiles requested additional content.
• Analysis of the timeline (e.g., increase in downloads with a preceding advertising campaign)
• The CPS gated content stores nurture-relevant information (for potential expansion to multi-level nurture). However, the CPS gated content can also be used completely independently of the nurture.

CPS 5-Stage Campaign with Gated Content (New Customer Nurture) 

The 5-stage new customer nurture campaign adapts the five stages of the customer journey from immature lead to Marketing Qualified Lead (MQL): 
Inform – Empower – Evaluate – Assess – Close. An email is sent for each stage, providing relevant content for the profiles at each stage. 

The profiles progress through the campaign in chronological order. The campaign is entered via the CPS Gated Content process by default. 

Structure: 

• The nurture campaign starts with a profile attribute. This attribute is set as part of the gated content process:
• The profile lands on a form, for example, via a website. After the form is completed and submitted, a DOI email is sent to the profile.
• After permission is confirmed, the profile receives access to the gated content. The gated content can be any useful content (PDF, video, etc.). Additionally, the start attribute for the nurture campaign is set.
• The gated content process represents the "Inform" phase of the nurture process and marks this attribute in the profile.
• With the start attribute, the profile enters the nurture campaign.
• After defined waiting periods, the profile receives four additional mailings, each providing phase-specific content:
  • Empower Mailing
  • Evaluate Mailing
  • Rate Mailing
  • Complete Mailing
• If a profile clicks on the content link within the respective mailing (e.g., underlying PDF, video, etc.), it is marked accordingly. This makes it possible to track which content the profile has consumed. The content mailings include the option to submit a contact request via a form, which in turn automatically informs the company. Each profile completes the campaign, regardless of click behavior. Based on click behavior, milestones are set (for visual evaluation in the Sankey diagram) and, if applicable, scoring values are assigned. At the end of the campaign, sales is automatically informed that the profile has completed the campaign and which content was viewed/downloaded. 

Evaluation: 

Profiles are marked with a campaign attribute at the beginning and end of the campaign. This offers the possibility of later selecting participants for further (specific) campaigns based on the defined attributes. 

For evaluation purposes, this CPS offers standard reporting: 

• Visual recording of the nurture level up to which the profiles "actively participate." This allows for retrospective analysis of whether the content remains relevant until the end of the journey.
• Visual evaluation of the relevance of the individual nurture levels, e.g., are there particularly popular content pieces?
• Evaluation of which customer groups, e.g., which industries, the nurture is relevant for.
• Contact details of the particularly interesting profiles collected that have made contact requests.

CPS 5-Stage Campaign without Cated Content (Existing Customer Nurture) 

The 5-stage campaign can be used for various purposes to map a chronologically sequential communication path. It is particularly useful for existing customer communication. 

An email is sent for each stage, providing relevant content. The five stages are based on the five stages of the customer journey, which also serve as the basis for cross-selling and upselling campaigns within existing customer communication. 

The profiles progress through the campaign in chronological order. By default, entry into the campaign occurs via a dynamic start node (defined field value). 

Structure: 

• The starting point of the nurture campaign is a profile attribute (multiple selection campaign).
• Once the value is assigned, the profile is included in the campaign.
• After defined waiting periods, the profile receives five mailings, each providing phase-specific content:
  • Inform Mailing / Stage 1
  • Empower Mailing / Stage 2
  • Evaluate Mailing / Stage 3
  • Rate Mailing / Stage 4
  • Complete Mailing / Stage 5
• If a profile clicks on the content link within the respective mailing (e.g., underlying PDF, video, etc.), it is marked accordingly. This makes it possible to track which content the profile has consumed.
• The content mailings include the option to submit a contact request via a form, which in turn automatically informs the company.
• Each profile completes the campaign, regardless of click behavior.
• Milestones are set based on click behavior (for a visual evaluation in the Sankey diagram) and, if applicable, scoring values are assigned.
• At the end of the campaign, the sales department is automatically informed that the profile has completed the campaign and which content was viewed/downloaded. 

Evaluation: 

Profiles are marked with a campaign attribute at the beginning and end of the campaign. This makes it possible to later select participants for further (specific) campaigns based on the defined attributes. 

For evaluation purposes, this CPS offers standard reporting: 

• Visual recording of the nurture level up to which profiles "remain actively involved." This allows for retrospective analysis of whether the content remains relevant until the end of the campaign.
• Visual evaluation of the relevance of the individual nurture levels, e.g., are there particularly popular content pieces?
• Evaluation of which customer groups, e.g., which industries, the nurture is relevant for.
• Contact details for the particularly interesting profiles collected that have made contact requests.

CPS DOI Registration 

This CPS includes a "classic" DOI process. From registration, through the DOI mailing, to the confirmation page. The process is suitable for new and existing customers. 

Structure: 

• The profile accesses a form, e.g., via a website.
• The form is completed and submitted, followed by a DOI mailing to the profile.
• After confirmation of permission, the profile is redirected to a confirmation page.

System requirements