ARF Customer Nurture Campaign: Executive Summary Access
2019–2024
Tony MacFarlane led development of an ARF Customer Nurture Campaign to support the SWANA Applied Research Foundation. Tony developed a landing page template for their research report executive summaries, including a form that would redirect to a download page once submitted. Tony also designed the landing page and form, the download page, and response email templates.
Since SWANA Applied Research Foundation reports were membership-exclusive content, we decided in 2019 to make executive summaries of each report available to the general public. However, since we determined that these summaries were still a value proposition, we put each one behind a wall that could be accessed in exchange for personal information.
In addition, Tony developed a workflow in HubSpot to evaluate these form submissions. If the user was not a SWANA member, Tony created logic that would automatically send them an email to encourage membership in the association, so they could obtain the full report free of charge. If the user was a SWANA member, Tony included logic that would automatically send them an email to encourage becoming an subscriber to the foundation. Later, Tony also included these landing pages in remarketing campaigns targeted at people who viewed the page but did not download.
Tony also connected ARF Executive Summaries