PeerIntent Ads Pre-Sales Checklist

Pre-Contract

Checklist before creating contract:

• Have all of the filters been defined by the vendor or confirmed with them (Geo, target categories)? If any filters were added/updated for an opp post sale, it will affect the click volume. Also, any additional filters beside geo and target categories (e.g. job title, company size, etc) can only be added to the LinkedIn campaign, not to the Google campaigns.

• Was an accurate estimate (either from the retargeting estimator tool or by double-checking it with the retargeting team) done?*
  *The retargeting estimator tool shows click volume for 2-3 assets and ad types on both LinkedIn and GDN networks.

• Has the goal of the program been established with the vendor (more info here)? We need to set the right expectations at the beginning (e.g. they can’t expect leads at a good price when they are a brand new vendor in the target category).

• The vendor needs to understand that the retargeting program needs more involvement on their end, especially at the beginning of the program (They need to send us the assets, landing pages, ad copy, graphics; they need to be willing to update the ad copy, graphics, pages as we suggest. When we create the ad copy, the graphics,  the pages for them, they need to review and approve these before we go live with the program. When there’s a need to switch out the ad copy, the graphics, even the assets, we need them to send us or at least approve these).

• Ensure that the CSM who will be in handling the account been assigned to the account.

Post-Contract, Pre-Activation

• Campaign details in SF:
  Ensure that the campaign’s dates, and filters were added correctly to the SF opp and match the contract.
  
  

• KOC Doc:

If a KOC doc is needed for the program:

1. Request it from the retargeting manager and provide them with the KOC date if possible.

2. Once the KOC doc has been created by the delivery manager, fill in the “Goals” section on the “Goals” page  and the “Date” section on the “Campaign Timeline” page

• Retargeting Campaign Checklist (this checklist is included in the KO deck):
  
  

We need the following from the vendor to get started with the standard retargeting program:

1.  Assets (more info on what kind of assets we suggest here)

2.  Landing Pages (one landing page for each asset)

3.  Ad copy for GDN and LinkedIn (links are added to the Retargeting Campaign Checklist deck)

4.  UTM parameters for the landing pages

5.  We’ll provide them with our conversion tags which they need to add to the landing pages

6. In case we create the ad copy and/or the graphics: this needs to be approved by the vendor. The CSM first reviews the ad copy/graphics and then send it to the vendor for approval.

7. Ask the customer to provide the list of recipients we should share the performance dashboard with. We need email addresses that have an associated Google account.

We need the following from the vendor to get started with the retargeting-as-a-service program:

1.  Assets (mid-funnel assets)

2.  Branding guidelines which we’ll follow when we create the graphics and the landing pages for them

3.  We’ll need them to approve everything we create  (ad copy, graphics, landing pages) before we go live with the program. The CSM will first need to review the ad copy, the graphics, and the landing pages before they send it to the vendor for approval.

4.  Integration: Ask the customer which integration type they would like to use for the program. Ask the customer about the fields they want to have for the retargeting leads.

If the customer is receiving the data via CSV, ask the customer to provide the list of recipients and share this with the retargeting team.

5. Ask the customer to provide the list of recipients we should share the performance dashboard with. We need email addresses that have an associated Google account.