AdRoll: Tell us about Campaign Monitor.

Samantha: Campaign Monitor is easy-to-use, professional-grade email marketing and automation for today’s fast-growing businesses. Our software is used by over 2 million people at 200,000 businesses around the world.

AdRoll: Describe a day in the life of the “‎Head of Organic Demand Generation” at Campaign Monitor. What do you like most about your position?

Samantha: Everyday I’m strategizing on how we get more top-of-the-funnel traffic to visit and convert on our site. Whether that’s through content, campaigns, or free tools, we work hard to make sure we’re getting in front of our audience online. I love that my position allows me to be creative and work with almost the entire marketing team via a collaborative process.

AdRoll: What is the biggest challenge you face as a marketer for a B2B company?

Samantha: The biggest challenge we face is finding new and exciting ways to get in front of our audience. We want to make sure we’re helping marketers keep up-to-date on the latest trends, topics, and ways to drive revenue for the business. Because of this, we have to make sure we’re at the forefront of these trends. We also want to make sure we’re listening to feedback from our prospects and customers so we deliver the right product to meet their needs.

AdRoll: How did you come to work with the AdRoll team? How do your AdRoll campaigns complement your other digital efforts?

Samantha: We came to AdRoll to launch prospecting—a new and innovative way to get our message in front of the right audience. Prospecting helps us reach a larger audience that we can drive into the top of the funnel and then direct to the appropriate content on our site.

AdRoll: What products are you currently using?

Samantha: Prospecting and Retargeting.

AdRoll: AdRoll’s SendRoll product is integrated with Campaign Monitor. Can you speak to the importance of Campaign Monitor’s partnerships?

Samantha: Campaign Monitor customers are focused on sending personalized, automated emails to their subscribers. Being able to get data about subscribers is key to making personalization and automation successful. This data often resides outside of Campaign Monitor. Partnerships and integrations help our customers sync this data from various other tools into our system.

Partnerships with AdRoll (and its SendRoll product) enable multi-channel targeting of customers. With AdRoll, marketers can re-engage dormant customers with cross-channel retargeting to complement their email marketing campaigns. With SendRoll, marketers can personalize Campaign Monitor emails based on specific actions their subscribers took on site.

AdRoll: Can you share three tips for sending better email campaigns?

Samantha: Segment your audiences. Don’t send one mass message to all of your prospects and customers. Send your emails based on what the data is telling you. Being able to construct your content to a specific audience with specific needs will help increase your engagement rates.

Personalize your campaigns. Use whatever data you have to make your customers and prospects feel like they are being spoken to one-to-one, not one-to-many.

Automate when you can. Marketing automation can save a ton of time and effort for the marketer, while driving a very personalized experience for your customers and prospects. It helps to make sure you’re reaching the right person at the right time.

AdRoll: How do you think email as a channel for marketers will change in the next few years?

Samantha: Email always has and always will be a leading channel for the marketer. Over the next few years, I believe marketers will get better at personalizing their campaigns and really taking their customers and prospects down one-to-one journeys, which will help conversion rates and make customers and prospects feel more important than ever.

AdRoll: What are your recommendations for best tying together your email marketing and retargeting strategy?

Samantha: I think both email and retargeting are great ways to get in front of a relevant audience. Retargeting can also be used as a tool to grow your email list by getting content and subscriber forms in front of people who have already expressed interest in your site. Multi-channel targeting and integrated campaigns are the best way to get your message in front of your target audience.

AdRoll: What new and exciting activities, campaigns, or events are you most looking forward to in 2017?

Samantha: You may just have to wait til 2017 to see what we have up our sleeves. But everything will be focused on how we make marketers better at their jobs and help them personalize their prospect and customer experience!

sam-2Samantha Anderl is on the Demand Generation team at Campaign Monitor. She is passionate about helping digital marketers find and communicate with their prospects and customers effectively. She writes for the Campaign Monitor blog and other publications—covering email marketing, content marketing, digital marketing, SEO, and more! She can be reached on twitter at @DGsalamander.