1

Facebook Advertising Campaign Objective and Key Results Problem Statement

Since OKRs are supposed to solve business problems, we first clearly define the

problem:

We are not producing enough leads, opportunities, and sales with our current

outbound sales efforts and must develop additional marketing channels.

Hypothesis Statement

As one possible solution, we posit the following:

We believe Facebook advertising can generate enough Marketing Qualified Leads

(MQLs), which the sales team can turn into opportunities and sales to produce a

positive return on investment.

Our OKR is as follows:

Objective

Develop a repeatable lead generation system using Facebook advertising that delivers a

consistent amount of MQLs that turn into opportunities and sales, with a positive ROI.

Key Results

We’ll achieve this Objective as measured by the following Key Results…

1. 25 MQLs from Facebook ads and/or remarketing

2. 10 MQLs turned into Opportunities by Sales Team

3. 5 Opportunities turned into Customers by week 8, with an average sale of $900

Key Actions & Tasks

1. Create 3 ad sets

• Write copy, find imagery

• Create custom audience

2. Develop funnel

• Create buy now/free trial LP

• Create buy only LP

2

• Create gated content offer & LP

3. Track and report

• A/B test ad sets to determine top-performing ads

• Revise ads based on A/B results

4. Create Remarking campaign

• Create discounted offer ad & LP (to drive sales)

• Create though leadership content and LP (to collect contact information)

5. Create email marketing funnel/sequence

• Write emails

• Create workflows to send emails

6. Monitor Opportunities and Sales

• Create method to segment and report sales from Facebook ads

Campaign Assets

Demo Request Call to action is request a live demo from sales rep Facebook Ads

Segment A Segment B

3

Landing Page

4

Thank You Page

5

Workflow Automation

1. Contact has filled out C+C Demo Request Form - FB Realtor Campaign on C+C V4i Free Demo LP - FB Realtor Campaign landing page

2. Sets contact owner 3. Sets persona to Real Estate Rhonda 4. Sets lifecycle stage to Marketing Qualified Lead 5. Sets campaign to Facebook Advertising March 2019 6. Sends email Facebook V4i Demo Request Confirmation (to Customer) 7. Sends internal email Facebook V4i Demo Request (Internal) to contact owner 8. Creates two follow-up call tasks, one hour apart 9. Sends Facebook V4i Demo Request Follow-up Email #1 one day later 10. Creates follow-up call task 11. Sends Facebook V4i Demo Request Follow-up Email #2 one day later 12. Creates follow-up call task 13. Sends Facebook V4i Demo Request Follow-up Email #3 one day later 14. Creates follow-up call task 15. Creates follow-up call task one day later 16. Sends Facebook V4i Demo Request Follow-up Email #4 (Break up) one day later 17. Enrolls contact into Contact Re-Engagement Email Workflow 14 days later

6

Confirmation Email to Customer

Internal Notification Email

7

Follow-up Emails to Customer Facebook V4i Demo Request Follow-up Email #1

Facebook V4i Demo Request Follow-up Email #2

8

Facebook V4i Demo Request Follow-up Email #3

9

Facebook V4i Demo Request Follow-up Email #4 (Break up)

10

Free Trial Offer Call to action is request a free trial (2 weeks; 50 free leads) Facebook Ads Segment A Segment B

11

Landing Page

12

Thank You Page

13

Retargeting Ads Day 1

Day 7

Day 14