The Academy
Lesson 5
Lesson 5
Create campaign

Create your first campaign in Experiences


Follow along inside the Experiences app to create a campaign from scratch. Learn how to setup integrations, create a campaign, build audiences, and edit your website.


Hey, welcome back. My name is Austin Distel. In this lesson I'm going to log into Proof Experiences and show you click by click how to launch your first campaign. Let's log in.

So you may notice a few unique things about this lesson than the others. Number one, I'm no longer at Proof's nice studio at our office. I'm here in my bedroom quarantined because well, coronavirus, and while I don't have it yet, I'm doing my part in the world to social distance myself. So here we are bunkered up in my room.

Secondly, the past lessons have been very much based in theory and frameworks while this one is here inside the app, so I'm hoping to bridge what was very much in the clouds here in practicality. You can actually follow along with me in this lesson and get a campaign live.

Now this lesson has four short sections.

Number one, we're going to set up your account with the right integrations and inviting your team members.

Number two is we're going to build a customer journey campaign using those frameworks and values from the past lessons.

Number three, I'm going to show you how to build some audiences using a Clearbit, your CRM and behavioral targeting.

And number four we're going to open up the visual editor. I'm going to show you how to edit your website, how to add new things to your website and hide certain elements so you can create a personalized experience.

So go ahead and follow along with me and let's jump into the settings.

So let's go to our settings. The very first thing you want to do is install the Proof JavaScript.

Now what this is, is a short line of code that allows us to do two things, create behavioral data so we can say if they've viewed this page, then show this experience and then also it's going to allow us to make changes to your website. You want to have this on all of your pages and be sure to put it in the header of your site.

Once you do that, go ahead over to the integration section. If you have Segment, this is a great integration because you're able to connect all of your apps pretty much with one click. It takes under three minutes and now all of the data from your apps are streaming here into Proof and you can build really robust audiences.

If you don't have Segment, you can connect directly to your CRM such as Salesforce or HubSpot.

And if you don't see our CRM here and you don't use Segment, please reach out to us. We are always adding integrations and we'd love to get your input on which one would be important for you.

And finally is our integration with Clearbit Reveal, which allows you to instantly personalize for cold visitors with over 80 traits.

And the way they do this is reverse IP lookup. So if somebody that's on at their company wifi visits your website, even though they haven't opted in, we can already personalize directly for them using over 80 traits.

And I'll a supply in the resources below the page to go and check out what those firmographic and demographic traits are.

If you don't already have Clearbit Reveal, we actually have a partnership with them where we have a pretty good discount.

So if you want to learn more about how Clearbit Reveal could be used to personalize for cold visitors, go ahead and reach out to us in the chat below in the right hand corner.

These integrations are how we receive data, but let's say that you want to send data out to your third party tool, like a Segment tool or Amplitude or Mode. Then you can put the tracking snippet here and we'll send out campaign data through that.

And the last step to getting Proof Experiences set up is to add your team members. Invite anybody who you feel like would enable you to move faster here inside the app.

This could be your copywriter, your designer, your head of product. These are the people that can think about the customer journey and enable you to move faster.

And once you add your team members, then your account should be all set up. To create a campaign we're going to go to the tab, click on new campaign and this is how you build it, but to save some time I've gone ahead and created this one called Warming Up.

The theory behind this campaign is to ascend the visitor through the customer journey. This begins with them being anonymous, never learning about our products before, all the way down to they're ready to talk to somebody on the sales team about how to move forward.

And if you remember from the past lessons, the framework for building a campaign is we start with our goals. And so our very first goal is to get them to visit a product page.

The way we built this goal is just they have visited a page called Experiences. This is our product page. And when somebody visits this page, the goal will be triggered and that will count as a conversion.

Our next goal is to get them to opt in for some helpful content. Now this could be an ebook, it could be a webinar, it could be attend an event, but this is taking forward motion towards learning more about the problem and the solution. So the way that we have this goal set up is they visit the page Academy.

And then finally we have a Experiences demo requests submitted. This is them reaching out saying, hey, I want to talk with somebody on the sales team and we actually have that performed as an event sent via Segment.

You could also have this as an event sent from your CRM. And you'll choose this from the list of events that are coming through. You can see how many of these events have been tracked. That way you know you choose the right one.

All right, so we'll save that. Now that we have our goals it's time to set up our pages. The way that you would add a page is name it and then you can do URL targeting.

You could also do advanced targeting using contains are an exact match. You might want to do this if you have blog posts that follow the same URL structure, you could do it really quickly here by doing a contains slash blog posts, and then you would provide an example URL in which you could edit.

Once we have our pages added, it's time to start building some audiences.

Now these audiences are in a sequence. It begins with our cold, then our warm, and then our hot. And as a visitor moves through this customer journey, they'll begin to match a different audience.

So they might go from a cold to a warm audience. As soon as they match this, they'll begin seeing this experience.

So these are basically ranked in priority and you can always change the ranking just by dragging and dropping. And if they don't match any of these audiences, then they'll just see the default homepage.

All right now let's look at how we build our ideal customer persona here in Clearbit. We're going to use the integration Clearbit audience with company name having any value.

And so this is actually 86,000 people have been tracked on our website that have a match of Clearbit company name being true. And then we also want to look at the number of employees at these companies being greater than 15.

And then want to have our Clearbit trait where the Alexa global rank is less than 50,000. Now Alexa global rank is Amazon's leaderboard of the top most engaged websites on the internet.

Number one being Google. Number two is YouTube and it trickles off from there. We want to target companies that are in the top 50,000 on this leaderboard.

And to give you perspective, is around number 35,000 on this leaderboard. So we want to include companies that are at least within the top 50,000.

We found that Alexis global rank is a great indicator of success using the product. And finally we want to target companies whose tag is B2B.

Our next audience is our warm audience that has not yet opted in for our helpful piece of content. For you this could be that ebook or that webinar.

So I want to target people who have not yet seen the thank you page. Or for us, it's not yet seeing inside the member's portal, which is the Academy here. So all I do is target all people who have never viewed a URL that starts with Academy.

And our last audience in this campaign is our known HubSpot users. The way that we've built this one is using traits. So all we do is pull in a trait that has a contact first name and we can see that 17,000 have been tracked with this first name value. And I want to make sure that has just any value. This is going to enroll anybody that has this contact value into this experience.

All right, we'll save this audience. And now let's get into building the unique experience inside the visual editor.

Let's begin with our Clearbit qualified audience. We'll edit our website. The visual editor works with any platform, whether it's WordPress or Webflow or even a single page app. And what you see is what you get.

So let's look at our Clearbit qualified audience. So we want to actually change from get a demo, since they've never even learned about the product yet, we want to push them to our product page.

I want that to be the main call-to-action. So I'm going to change this from get a demo to see how experiences works.

And I'm going to go to our product page, which is our goal. But now our homepage has two call-to-actions.

So I'm going to go ahead and hide this one from desktop and then I'm going to switch to mobile and I'm going to hide that on mobile as well.

And here at the top in this welcome message, I actually want to include the company name if it's known by Clearbit. So I'm going to use the merge tag, which I start with two brackets on the left "{{". Then I paste the trait name that I want to use. And then two brackets on the right "}}".

Now I want to make sure that all my call-to-actions are consistent, so here at the very top I'm going to change this to "Learn more" and then go to our product page, and then that one's good.

I'm going to scroll down to the very bottom and this final call-to-action again jumps the gun. It pushes them to a step that they're not yet ready for, but as our default site, we need this since it is the gateway into our company, but we can actually hide this now and then we're going to insert a new call-to-action from our templates.

There are several different styles here that we're adding to all the time, but I'm going to choose one from a template I've already created.

And then I'm going to add this right here above. You'll notice here I actually used a merge tag again of the company's first name, but I also included this line and then you, because this is the default text, this is how you would style it or it could say if company name is unknown, then it'll say, "You and Experiences are a perfect match."

Now just for demonstration purposes, I want to show you what all the visual editor can do. Now out of the box, the visual editor will make the content blocks try to match your websites CSS already.

So all of these stylings like the font, the font color, the H1 size is all going to match what you already have on your website. But you can always change this. So can I change the size of this font? You betcha.

Can I add corners to this button? No problem.

Can you add a background of cute puppies? Of course you can.

Now, if you love this template, you can save it and give it a name, Puppies.

And now it's available here in your templates where I can just add this anywhere on my site.

I'm going to go ahead and undo everything we just did.

[Reverse sound]

So if that all looks good, I'm going to save and close. And then we'll go ahead and edit our next Experience, which is the Academy not enrolled. To save some time I've gone ahead and already made the changes.

So now we have these two buttons: "Get a demo" and this one is "Advance your skills".

The goal of this audience is again to get them to go to the Academy. So the way I've designed this is to have a fast lane and a slow lane as my buttons.

And then I've gone at the bottom and added this template as well promoting the course instead of getting a demo. Again you'll notice in the copy I've used company first name with the default value being your company just in case the trait is unknown.

Again, I would preview this on mobile as well just to make sure everything looks great. And now I can switch actually between the audiences and I'll go to our last one, which is our known HubSpot users.

And this audience's goal is to get them to schedule a demo. So I've changed the call-to-actions here. And I'm also now using the first name from HubSpot as the merge tag here with the fallback being "friend".

And for that last call-to-action, I've gone ahead and left it the same since this is the goal that we're trying to achieve.

So that's how easy it is to use the visual editor on any website to edit, add and hide elements on your page. Now we'll save this campaign and in the next lesson I'll show you how to test this campaign and track performance.

Stay healthy, my friend, and I'll see you there.


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