A CPA campaign refers to when a vendor purchases a specific volume of real-time downloads of a category buyers guides on Hotel Tech Report. These downloads are exclusive meaning only one vendor campaign per category at any given time.
Example: You can Purchase 250 downloads of the 2024 Property Management System Buyers Guide.
1. How it Works
Step 1 | Complete the CPA Campaign intake form to select your target category and number of downloads |
Step 2 | HTR will setup your campaign within 3-business days where we'll integrate the downloaders from your target category guide via Zapier integration to a live leads Google Sheet that we'll send you access to (example below) |
Step 3 | Your campaign will run until your desired number of leads have been delivered. As leads come in via the Google Sheet, you add them to your own nurture sequences to nurture them with the goal of booking a demo. |
TIP: How you follow-up with these downloaders is absolutely critical so make sure to read below for best practices and how to follow-up in an effective and timely manner.
1a. Sample Buyers Guide Conversion Form
1b. Sample CPA Campaign Live Leads Sheet
2. Email Follow-up Sequence Examples + Tips & Best Practices
As leads come in via the live leads Google Sheet that HTR will setup and provide you, all you need to do is add them to one of your existing email nurture sequences.
If you don't have email nurture sequences setup yet or you want to create a tailored experience for leads generated via your HTR buyers guide CPA campaign to boost conversion, we have included a guide below with best practices to follow when setting up your sequence.
TIP: Pick your 3-4 best performing pieces of content on your website to include in your nurture sequence.
👇 Follow our guide below on how to create a compelling nurture sequence 👇
2a. Sample Nurture Sequence
EMAIL #1
Right when user converts 👉 Send intro email | Send introductory email provide context that you saw they downloaded the Ultimate Guide to XYZ on HotelTechReport and that [YOUR COMPANY] has incredible reviews on HotelTechReport (share some reviews, stats or your HTR rankings in this email!) -- provide 2-3 recommended blog posts or assets that help buyers of category A make better decisions. -- provide passive way to book time with your team such as "If you're too lazy to read these resources my team is happy to hop on a call to help you understand how to evaluate whether a specific solution is the right fit, etc." |
EMAIL #2
Wait 3-day delay 👉 Send followup #1 w/lead magnet | Follow-up with a popular lead gen magnet tied to the category such as "The Ultimate Guide to AI in Revenue Management" -- include passive way to book time again |
EMAIL #3
Wait 7-day delay 👉 Send followup #2 w/helpful assets | Point them to more helpful assets, bring things to their attention about what might lead them down the wrong path in the buying journey that they should watch out for and what the pain points are that they'll incur if they select the wrong vendor in this category. -- include passive way to book time again |
EMAIL #4
Wait 3-day delay 👉 Send followup #4 - sales team outreach | Have your sales team reach out manually provide assistance if buyer hasn't independently booked time with your team by now. This is the last ditch to turn the prospect into active pipeline right now. Offer some type of bonus like free consulting, an audit, etc. on that call and tell them the offer has a limited time to create urgency. |
2b. Email Followup Sequence Tips & Best Practices
🙏 Be Helpful: Offer guidance and advice to establish yourself as a thought leader
🚫 Don't Be Aggressive: Nobody likes an aggressive sales person and this is likely to turn buyers off. First build rapport by being helpful in offering your advice, the time to sell will present itself organically
⭐️ Leverage Social Proof: You have awesome reviews on your HTR profiles so now is the time to leverage them! Build rapport by highlighting that you were a top match and directing them to your profile to see reviews from hoteliers in their region and segment.
📬 Be persistent: When was the last time you responded right away to a sales email? Didn't think so ; ). Don't be discouraged if you don't get a response right away, it typically takes 2-3 checkins to catch a prospect in a good mindset when they want to engage so make sure to be persistent (but still follow points 1 and 2 above in all communications...).
🤖 Automate, automate, automate. Do NOT send these leads to a sales rep. This is your opportunity to demonstrate value, build trust and gain brand awareness with new buyers interested in your category. Setup automated nurture sequence for the best results.
📈 Use document tracking: Using a tool like DocSend enables you to see how engaged users are.