Author - Tania Blake

A Knack for Helping Others

Knak’s clients are stepping up to the plate in the midst of COVID-19

The world feels a bit upside down at the moment, but even though “business as usual” is being redefined, some of our clients have made it their business to make a difference. Check out what these organizations are doing to support their communities – from grants and bonuses to wifi and video games.

  • The Portland Trail Blazers organization has created a COVID-19 Relief Fund to support local nonprofits that have been impacted by the crisis. They’ve also established a virtual resource center to help connect their community to resources in the Portland area like food, mental health and wellness care, kids activities, and other basic needs.
  • J.B. Hunt, one of the largest transportation and logistics companies in North America, is supporting its drivers and personnel at field operations and customer facilities by providing cash bonuses as a thank you for keeping freight moving in the midst of rapidly evolving supply chain needs.
  • Guild Education partners with employers to offer education benefits to their workers. In the midst of this crisis, they’re working with universities and learning partners throughout the US to offer up- and out-skilled training for laid off and furloughed workers. Through their SkillUp program, workers can find skill-based training designed to help them advance toward higher skilled jobs. Guild is also helping connect workers with employers who are hiring.
  • BlueJeans, a leader in cloud video conferencing, is helping organizations adjust to remote work while maintaining connectivity. And effective immediately, they’re offering free, organization-wide access to their video conferencing service to first responders and NGOs who are helping manage outbreaks and protect their communities.
  • Comcast is working to keep people connected to the internet for business, education, health, and personal use. They are offering free Xfinity WiFi hotspots across the country and making their Internet Essentials program free to new customers for 60 days. They’ve also partnered with Common Sense Media to create new educational collections for all grade levels.
  • The Blue Cross and Blue Shield of Louisiana Foundation has pledged $2.1M to help meet the needs of Louisianians struggling in the midst of the outbreak. Grants will be given to nonprofits to help meet short term needs like food, shelter, utilities, and clothing in their communities, with additional funding going to assist employees facing unexpected hardship. BCBSLA has taken several other steps to help members, and we’re happy to share their message of hope along with more details on their contribution here.
  • Edwards Lifesciences is donating critical care technologies to help patients around the world. Their Foundation is issuing emergency grants to partner organizations, and team members in New York are even taking it a step farther and helping assemble hemodynamic monitors for clinicians who are anxious to put them to use.
  • And to balance it out a bit, Epic Games, maker of Fortnite, House Party, and Borderlands, is keeping you entertained while you’re stuck at home. They release a free game every Thursday at 11:00 AM ET, so check their site to download a free game or join a free-to-play game community.

We’re proud to be part of such a caring community, and we encourage you to visit these sites and read more about what they’re doing to help.

And if your organization is doing something extraordinary in response to COVID-19, please let us know! We’d love to share how you’re taking care of your people in the midst of uncertainty.

Getting More Out of Knak: 59+ Emails that Build Your Brand

 

Automated emails are a Marketer’s best friend, but they’re also widely used by other departments. Some of our most forward thinking Marketo, Eloqua, SFMC, Adobe Campaign and Pardot customers have told us that they’re starting to set up more and more use cases for departments outside of Marketing, with Sales, Customer Success, Support, and HR getting on board.

It makes perfect sense to us. We’re all about getting stuff done with existing technology without spending more money, so we love to see teams leverage their MarTech stack to benefit other departments.

The thing that has us worried however, is that the email landscape outside of marketing tends to be a bit like the wild, wild west. It’s every email for itself, and all those beautiful brand guardrails that Marketing collaborated (fought?) over go right out the window.

We’re committed to helping organizations create on-brand emails that look amazing no matter who sends them, so whenever we see a plain text, unbranded email with barely a recognizable header in sight, a piece of our brand-loving heart dies.

Here’s an insider tip, straight from Knak to you: when you use an enterprise email creation platform like Knak, every email, from every department, can look just as good as your marketing campaigns.

The modules you build with your branded headers, footer, fonts, colours, etc can be used by any department, so emails can easily be built and shared using Knak and then sent by your other automation platforms.

This is great news for SMBs because it means that consistent branding is a piece of cake. It’s great news for enterprises because it means that brand controls remain in place across decentralized teams and locations.

The possibilities are really widespread, so we’ve compiled a list of 59 emails that can be easily built, well-branded, and leveraged into your automation platforms, saving time across departments and keeping your brand at the center of all your messaging.

Introductory Emails

  • Thank you – thanks for signing up for our newsletter/taking a survey/etc.
  • Welcome – welcome to your subscription; we’re glad you’re here!
  • Get to know us – here’s a little about us and who to contact if you need help.
  • Tell us more – let us know your position/birthday/industry, etc.
  • Almost there – you almost requested a demo/started a trial/downloaded an ebook. Take the next step and finish the job.
  • Opt in confirmation – we’re so glad you want to hear from us.

Transactional Emails

  • Transaction confirmation (receipt)
  • Shipping confirmation
  • Tracking update
  • Backorder notification/replenishment
  • Cart abandonment
  • Price drop
  • Wish list reminder

Content-related Emails

  • Blog updates – we have a new post!
  • Content follow up – you downloaded this, so we thought you might like that.

Community Building Emails

  • Tell us more – what kind of content are you interested in? What are your pain points?
  • Join the community – follow us on social media and get to know our brand(s).
  • Download our app – don’t miss out on new products/discounts/insider info.
  • Review – do you love what you bought? We want to know.
  • Testimonials – you’ve been using our product for X months/completed your X project. Care to tell us how it’s going?
  • Referral – tell your colleagues about us, get a discount/credit/etc.

Selling Emails

  • Best rated products – check out the products our customers love most.
  • Product recommendations – since you purchased this, we think you’ll love that.
  • Need more? – are you running out of that product you purchased six weeks ago? Get more here.
  • Upselling – here’s what you’ll gain by taking your subscription to the next level.
  • Top of mind campaign – here are some recent reviews/updates/milestones/events you should know about.

Invitation Emails

  • Webinar invites – we’re hosting a webinar; here’s why you shouldn’t miss it.
  • Event invites* – our event is going to be amazing; please come!
  • Event reminders – our event is tonight/tomorrow/next week. Can’t wait to see you!
  • Post event follow up – thanks for coming. Now check out this related content.

*For more on creating killer event invites, check out our How Knak Does Email post.

Your Account Emails

  • User activity update – check out how many projects you’ve completed/how much you’ve exercised, traveled, written, etc. Way to go!
  • Loyalty points update – you have X points and they expire on X; you’re almost at the next level.
  • Campaign summary – we’re working towards X, and here’s how it’s going. Please join us before it’s too late!

Account Maintenance Emails

  • Account expiring soon – your subscription will be renewed soon; see your options here.
  • Discount expiring soon – want to save $$? Use your discount by this date!
  • Bday/anniversary emails – a gift from us to you.
  • Thanks for trying us out – thanks for completing a free trial. Here’s a final discount offer.
  • Reactivation emails – we miss you! Can we still keep in touch?
  • Goodbye – thanks for being our customer. We appreciate you, and we hope you’ll be back.

HR Emails

  • Application receipt confirmation
  • Candidate screenings needed
  • Employee onboarding
  • Password setup
  • Email signature setup
  • Quarterly newsletters
  • Employee satisfaction surveys/feedback
  • Referral programs
  • Birthday messages
  • Expense requests

Supply Chain Emails

  • Vendor onboarding
  • Targeted messaging
  • Pricing/invoicing
  • Order fulfillment
  • Inventory updates
  • Shipping/tracking notifications

Sales Emails

  • Sales sequences
  • Demo scheduling/confirmation
  • Thank you/follow up
  • Feedback request

Not every email needs marketing campaign-level design, but even making sure that headers, footers, fonts, and colours are consistent across departments can go a long way towards solidifying your brand identity and delivering consistent branding.

Use the capabilities you’ve already got in Knak, and deliver beautiful, on-brand emails – from Marketing to HR, Sales to Customer Success – every time.

Want to learn more about extending that marketing campaign magic beyond the Marketing department? Let’s chat!

How Knak Works From Home

a dog sitting on a desk chair in front of a computer wearing a knak tuque

The Knak team is working from home, and some of us have our furry friends to help us out. Here’s a look at a few of our workstations and the things we need to get our jobs done. It’s that #homeofficelife, Knak style.

How Knak Does Email: Creating An Event Invitation Campaign

a graphic of the las vegas skyline

If you’re hosting an event, say, a cocktail party, dinner, after work mixer, even a webinar, you’re going to want people to be there.

How do you make that happen? You create an invitation campaign.

Invitations need to hit the right balance of design and function. Yes, you want it to look great, but you also need to make it easy for readers to find the relevant info. No one should have to click through an email to find out when and where your event is.

We were planning to host a couple of incredible events at Adobe Summit this year. We had a party planned with a couple of our partners at minus5° Ice Experience, as well as a more intimate event scheduled with our clients. Unfortunately, our plans – and the entire conference – were cancelled by health concerns. But since we’re not “wait until the last minute” people, our invitations have already been created.

And since we’re not using them for anything else, we wanted to share them with you. Check out the method behind our invitation campaign along with some best practices for creating your own.

Here’s what’s in our campaign:

  • The initial invitation
  • Two landing pages: one for a “Yes” RSVP and one for a “No”
  • A confirmation page for “Yes” RSVPs
  • A last chance reminder for those that haven’t responded yet
  • A day-of reminder
  • A thank you/follow up message

Best Practice #1: Keep the details front and center
Invitations need to answer a few basic questions:

  • Who’s throwing the event
  • When & where it is
  • What the value proposition is

This is our invitation for the Summit party:

Everything you need to know is easy to find. You can tell at a glance:

  • Who’s throwing the party – Knak and three of our amazing partners
  • When and where it is – March 31 at the Minus5° Ice Experience
  • How to RSVP – Giant CTA at the top
  • Value prop – a chance to attend one of our legendary parties, plus a unique networking opportunity

Keep the user experience top of mind when you’re designing these. As we said above, no one should have to click through the invitation to find the details.

Best Practice #2: Cover the bases, and then stop
We know it’s tempting to explain exactly – and in great detail – why everyone should be at this event, but the truth is, your readers are likely just going to scan the invite and quickly decide if they’ll come.

Limit your copy to a couple of sentences. If something related to the event needs to be explained in greater detail, save it for the confirmation message after they RSVP.

Best Practice #3: Put your CTA to work
CTAs are incredibly useful, so put them to work for you. Let’s say someone clicks the “Yes, I’ll be there!” button in our invite here. A few things will happen:

1. They’ll be taken to this landing page where they can confirm their RSVP and learn a bit more about the party.

2. The “Join Us” form will auto-fill with their info, meaning they’re just one click away from being registered.

After they click “Reserve My Spot,” the confirmation page includes an “Add to Calendar” button that links the event directly to their calendar.

Best Practice #4: Use your branding strategically
These invitations are highly reminiscent of the Knak brand. They use our colours and fonts, and the images fit right in with those in our newsletters and blog posts.

Now, different events call for different design, so we’re not suggesting that your tiki party have the same branding as your webinars, but we do recommend that your entire invitation campaign uses the same design elements.
Each one of the pieces in our campaign has a similar style. They look like they belong together, and they look like they’re from us.

Best Practice #5: User experience is king
No matter how good your design is, if your invitation is hard to decipher, looks cluttered, or involves unnecessary steps, readers will lose interest quickly.
Focus on delivering the best possible user experience:

  • Include maps
  • Put the time, date, and location on every message
  • Give them the option to add the event to their calendar
  • Add small animations to engage readers

Best Practice #6: Reminders should create a sense of urgency
We include two reminders in our campaign:

  • A last chance reminder to RSVP
  • A day-of reminder for those who said yes

The good news here is that if you give them the option of adding the event to their calendar, you’re not the only one sending them reminders (thanks, Google).

However, it’s important that your reminders don’t look like an afterthought. Use them to create a sense of urgency:

  • Over 500 people have registered!
  • Only 15 spots left!
  • Registration closes at midnight!
  • Doors open at 6 tonight!

Keep your design consistent with the rest of the campaign, and use a few well-selected numbers to remind people that this is a can’t-miss event.

Best Practice #7: Say “Thank You”
Saying “thanks” to everyone who attended your party goes beyond good manners. It’s also a great opportunity to engage with your attendees as soon as they’re back in the office.

Include a compelling CTA, and use your thank you message to add value to the relationship.

  • If you hosted a webinar or other educational event, include a link to a download or other piece of relevant content.
  • If you hosted a social event, include a link to photos of the event, and encourage guests to tag themselves or post their own photos on your social media sites.

You can also encourage guests to leave a review of the event, take a brief survey, or share a key learning.

Your thank you message doesn’t need to be complex. Just be sincere, and give them an opportunity to engage with you again.

Key Takeaways
The takeaways for your invitation campaign are simple:

  • Make user experience a priority – your readers likely get hundreds of emails a day. Make it easy for them to find the relevant details and respond.
  • Make it beautiful – the design shouldn’t get in the way of a good user experience. Choose a design that underscores your event and your brand, and be consistent with it throughout the campaign.
  • Make them want to come – a succinct, compelling value proposition makes all the difference here. Tell them why they can’t miss it, and use reminder emails to underscore your point.
  • Make it simple – Use prominent CTAs, include maps, make sure the date and time are highly visible on every message, give them the option to add it to their calendar.

And one final note here: these beautiful invitation campaigns you’re creating can be easily built in Knak and leveraged into your automation platform. That way, the modules you build can be used in multiple pieces, saving time for your team and generally making life simpler throughout the process.

It’s basically a win/win situation, and if you’d like to learn more about it, check out our products page.

In the meantime, use these tips to set the stage and fill the seats at whatever it is you’re hosting next.

Fingers crossed it’s not cancelled.

Welcome Asra Sarfraz

Introducing our Senior Visual Designer

Asra Sarfraz is joining the Knak team as Senior Visual Designer. Asra is a talented multi-disciplinary designer who specializes in creating meaningful design solutions and improving the customer experience.

She comes to Knak from senior design and UX design roles at Nudge, Jobber, and Dynamatik, and she loves the hustle of the world of rapid-growth startups.

We’re glad to have her on the team, so we posed a few questions to help her introduce herself.

Knak: Welcome to Knak! Tell us about one of your favourite design projects to date.
AS: I’d have to say that a recent favourite was doing some work for Manzil, which is a financial company that’s breaking boundaries in Canadian Fintech for Muslims.
The project had a 2-day deadline, but I willingly took it on in addition to my full time role to see how far I could push myself. That’s why I’m drawn to start-ups: the hustle is real! You feel it in your traps.

Knak: What makes a design great?
AS: That’s the thing about great design: it never needs to be explained. It explains itself. I think that’s a designer’s biggest challenge: how to explain what we’re building simply using show and tell.

Knak: What do you do when you’re not designing?
AS: I’m going to sound so typical when I say this, but I’m always looking for new coffee shops where I can people-watch while I work. Oh, and I also run Sarfraz&Co.

Asra brings a great attitude, a dynamic energy, and an unparalleled sense of design style that fits perfectly with the Knak brand. She’s not afraid to push boundaries, and we can’t wait to add her unique aesthetic and compelling point of view to our designs.

Fluke Corporation is an Eloqua Markie Award Finalist

Congratulations, Fluke!

The Oracle Marketing Cloud Markie Awards are affectionately known as the “Oscars” of Marketing, so when Knak customer and Eloqua user Fluke Corporation was nominated for a 2020 award, we couldn’t wait to congratulate them.

Fluke, known for their test, measurement, and monitoring tools and software, was nominated for The Thinker Award for Best Innovation in Sales. We love nothing more than an innovative marketing campaign, so we reached out to Katrina Leaf, Global Marketing Automation Manager at Fluke, for some insight into their nomination.

Check out what she has to say about their award-nominated campaign, the key to its success, and the future of marketing innovation at Fluke.

Knak: First of all, congratulations! It’s quite an honor.
Katrina Leaf: I know! We’re thrilled to be nominated.

Knak: What can you tell us about the campaign you were nominated for?
KL: The idea for the campaign stemmed from a problem we needed to solve, which was actually that we had too many leads coming in and not enough time or resources to follow up with them. We knew we were leaving money on the table because we were lucky if our team could make a single first pass on these leads.
So, we decided to build a campaign that would help our sales team make additional touches using automation.

Knak: How did you use Eloqua to make it work?
KL: We leveraged Eloqua Engage to build a set of emails, and our sales team used the emails to reach out to contacts they’re unable to reach by phone. Since the emails are set up with Eloqua tracking, we built the automation into a drip campaign.
The campaign looks for anyone who received Email #1 (sent by the sales team). If, after 2 days the lead is still open, they receive Email #2 as a second attempt to connect. Email #2 appears to come from the sales team – using the signature rules in Eloqua – and this continues for up to 5 emails.
By doing it this way, we’re able to engage with our leads even when we don’t have the bandwidth to continue picking up the phone.
It’s been a game-changer from an efficiency standpoint, and since we launched the campaign, we’ve completely eliminated our backlog of leads.

Knak: How did your team work together on this?
KL: This was actually a collaborative effort between myself and our sales manager. Once we outlined the desired behaviors and established the system requirements, I was able to architect a solution.
Next, we pulled in some of the sales reps to help us ideate the email copy. Since the emails would appear to come from the sales department, it was important that the emails were personalized to their preferences.
We also wanted to use the emails to answer FAQs, so the emails we created were specific to each product family and included links to other relevant content.

Knak: Any key learnings from this campaign that will inform your approach going forward?
KL: Our goal is to make the process as easy as possible for our sales team, so we’re already looking at ways to optimize and implement new automations through additional auto syncs.
The desired future for this campaign is for a sales rep to change a status to “nurture” to engage the automation. We’re not quite there yet, but it’s on the roadmap!

By far, the best decision we made on this campaign was to include the sales team. Their contribution to the development of the emails, the subject line testing, content selection, etc, gave them a stake in the game, and I believe it’s why this was so successful.

Knak: Moving on a bit, is there a recent marketing trend that you’re excited to implement at Fluke?
KL: We just launched a new website last year, so we’re still making changes and running experiments. We also launched a new eCommerce store along with the website, so that’s been a whole new world and a big area of focus.
From a marketing perspective, I’m looking forward to integrating the transactional data into Eloqua and adding another layer of data to better segment our contacts.

Knak: Finally, what does “Marketing Innovation” mean at Fluke?
KL: For us, marketing innovation means turning ideas into reality. Eloqua is such a robust tool – there are many ways to accomplish the same thing – so we look for the most efficient, sustainable solution for our needs.
We are a global enterprise, so scalability is critical. We’re always looking at new apps, tools, and technologies that can help us work better and smarter, and help us accomplish our goals – big or small.

We’re proud to work with clients like Fluke who continue to push the boundaries of what’s possible with marketing automation. That innovative spirit is ingrained in Knak, and we want to congratulate the Fluke marketing and sales teams for their commitment to collaboration and innovation.

The Markie Award winners will be announced during Oracle OpenWorld in September.

Welcome Kimberley Brooks

Meet our Executive Assistant

This month, Knak is happy to introduce our new Executive Assistant, Kimberley Brooks. Kim is an experienced Supply Chain manager and event planner based in Ottawa who loves the outdoors and is always up for a good challenge.

She joins us from her role as Production and Logistics Manager at DPA Industries, where her attention to detail and investment in her customers made her a versatile member of the team.

At Knak, Kim will be working as Executive Assistant and helping with Human Resources, and you’ll most likely find her with a cup of tea in her hand. We’re glad to have her on the team!

Welcome Morgan Charlebois

Meet our newest Account Executive

The Knak team is happy to introduce our newest member, Morgan Charlebois, who joins us this month as Account Executive.

Morgan has more than six years of B2B and B2C sales experience, and he credits his success to an unwavering commitment to his customers and his craft.

Morgan comes to Knak from his role as Inside Regional Account Manager at Trend Micro, where he was known for fostering lasting relationships with his clients. His innovative, proactive approach to the client experience make him a perfect fit for Knak, and we can’t wait to introduce him to our customers.

Welcome to Knak, Morgan!

The Pre-Conference Playbook

Ready, Set, Goals

We’re getting ready for Adobe Summit 2020, and since our to-do list is at least a kilometer long, we thought we’d share it with you in case you’re getting ready for a conference of your own.

Here’s a look at our pre-, mid-, and post-conference to-do list.

Pre-conference: Plan

If you want a good return on your conference investment, you need to set yourself up for success. This is the time when you literally need to think of everything so nothing falls through the cracks.

Set goals – Before you start planning, define what success looks like for your team. Is it a certain number of scanned leads? Booked demos? Customer connections? Closed deals? Keep in mind that it’s not always about closing deals. The good will you build by connecting with prospective and existing clients can be just as impactful as anything else you’ll do there.

Prioritize booth location – It’s a key factor in your success at the show, so do your research and choose wisely. Exhibit Edge has an interesting article on the Psychology of Traffic Patterns if you’re looking for some insight here.

Evaluate sponsorship options – A good sponsorship increases brand visibility, but even if it’s in your budget, be strategic and evaluate sponsorship in terms of your long-term goals for the show.

Scout out the other attendees – Which of your tech partners will be there? Connect with them ahead of the event, and look for co-branding opportunities. Does it make sense to host coffee/dinner/drinks together or to co-sponsor a session? If your budget is limited, teaming up with a partner is a great way to stretch your dollars further.
And while you’re scouting, find out which of your competitors are also exhibiting.

Start designing – Design show-specific signage, pop-ups, handouts, and animations. Decide what swag you want to hand out, and order as needed.
A note here: depending on the show you’re attending, it might make sense to rent two smaller booths in different areas instead of one large one. It will double your exposure and allow you to stage more intimate settings for demos and one-on-one conversations.

Plan VIP events – Work with your sales team to identify clients and prospects who either live close to the event or are planning to attend, and invite them to a special event. This doesn’t need to be elaborate, but decide what you want to do and start researching venues early so you get what you need.

Promote like crazy – Get the list of attendees from the conference a month or two before the event, and get to work:

  • Cross reference the company list with your existing customers and prospects.
  • Reach out to your contacts at those companies and extend a personal invitation to meet up at the event.
  • Promote your attendance, sessions you’re speaking at, and events you’re hosting on social media/LinkedIn. Include your booth location, offer a giveaway, etc to help drive traffic.

We use “opt in” buttons on our event emails and landing pages to build a list of attendees, and then we use the list to book 1-on-1 meetings, schedule customer testimonial videos, and send invites to our VIP events.

Make a list – Your list may vary, but these are our booth must-haves for every event.
Provided by the venue:

  • High-speed internet
  • A TV
  • Power supply
  • Chairs
  • Carpet padding

Brought (or shipped) by Knak:

  • Swag
  • Handouts/business cards
  • Booth display
  • Shirts for booth staff
  • Snacks/water for foot traffic

Clarify roles – A divide and conquer approach is your friend at large events. We’d encourage you to make a master list of all the roles that need to be filled, and then work with your team to fill in the blanks. Don’t assume people know who is doing what. Spell it out and get buy-in from your team before you go.

Strategize – Develop a strategy for driving traffic at your booth. Host giveaways, stage a friendly competition, provide snacks, etc.

Get your team together – Hold a pre-show strategy session with your entire team. Cover:
Your goals for the event
Which VIPs/customers/prospects are attending
Your strategy for driving traffic at your booth
Your elevator pitch and booth talking points (to ensure consistency)

Mid-conference: Engage

If you’ve done the leg work, you should have a solid game plan in place for the event. The bulk of the work is going to fall into the pre-event category, so once you’re there, you should be able to focus on your clients and prospects. Here are a few things to do while the event is happening:

Leverage social media – Have someone on your team live-tweet the event, post pictures on social media, and use geo-targeted ads to bring people to your booth.

Knak Team at MarTech East

Work your strategy – Whatever you planned to drive traffic at your booth, make it happen, and take notes on what’s working well.

Pre-book – Most conferences offer a significant discount and priority booth selection if you book next year’s show during the current one. If there’s a possibility you’ll want to exhibit again next year, consider reserving your spot before you leave.

Collect data – If you’re going to have accurate records, you need to be diligent with your data collection. Scan badges and build your list while you’re there so you can follow up accordingly once you’re home.

Keep your goals in mind – Connect with your team throughout the event and do a quick review of your pre-show goals. Are you still in alignment? Is everything on track? Adjust as needed, but make sure you’re all still working towards the same thing.

Post-conference: Review

Once the event ends, the debriefing starts. Get together with your team the week after you return and revisit the details.

Take notes – It’s easy to assume you’ll remember what happened, but good records are vital. Make note of what worked, what didn’t, and what you want to try next year, so when it’s time to plan for the next event, you can use your own insight.

Track your leads – A prospect you met at the conference may end up converting months down the road. If you’re properly tracking the data you collected, your attribution reporting will be accurate and you’ll have a more complete picture of the ROI for the event.

Follow up – Follow up with prospects, new leads, and existing clients quickly. Send supplemental information, tell them you’re glad you met, book a demo, etc. If you have a recent blog post or other piece of content that relates to the conference, send it out to attendees and let them know you thought they might like it. Just be genuine and thank them for their time.

Checklist Template? Check.

Conferences check a bunch of boxes for us, so even though exhibiting at one requires a significant investment, the returns are worth it.

You can read more about how to select a conference in our recent blog post, but if you’ve already got one on the books, we want to help make your planning as easy as possible.

Download our free Conference Checklist Template, and personalize it to suit your event. Be prepared, and get as much as you can out of your trip.

Going to Adobe Summit 2020? Let us know! We’d love to connect in Vegas.

Getting More Out of Knak: Leveraging Your Marketing Agency

Your marketing agency is one of your best strategic partners.

They know your business, they prioritize your success, and they save your organization a heap of money by providing a team of experts that you don’t have to hire on your own.

Not ready to hire a dedicated SEO or social media specialist? Don’t have enough work to justify adding a second (or third or fourth) graphic designer? No problem! Roll those things into your agency contract, and you’ve got an entire team working to improve your visibility as an organization.

Historically, though, an agency’s expertise has been limited to the marketing department. They’re creating great campaigns, but all those incredible assets are only being used to attract new customers.

Every other department is working in a silo: they’re developing assets and creating emails with little to no input from Marketing, which means each recipient has a different experience with your brand depending on who is sending the emails.

What If?

Here’s a thought. What if your agency’s expertise wasn’t confined to marketing? What if you could leverage the work they’re doing to extend into every corner of your business?

When you work with an email creation platform like Knak, the assets your agency creates can be leveraged across your entire organization, meaning that those amazing branded assets can be used by all functions.

  • Your brand standards and guardrails remain in place across departments
  • Your prospects, customers, contacts, and partners get a consistent brand experience, no matter which department they’re communicating with
  • You get more mileage out of the assets your agency is creating.
  • Your agency is able to extend their reach throughout your organization

It’s basically a win from every angle, and it’s simple to do:

Knak emails are built using modules. The modules are created with your brand elements, so anyone building an email simply has to drag and drop the right modules into place and add their content. It’s simple, so anyone, regardless of their department, can use the modules to build and send emails.
That means all of your company’s emails can look great with very little effort – from HR emails to job candidates to sales emails to existing customers. No more different experiences for every recipient – your brand stays at the center and your messaging is consistent.

Now add your agency into the mix. Any brand elements your agency creates – headers, footers, images, etc – can be added to the modules, which means those assets are no longer limited to the marketing department. Plus, your brand guardrails remain in place, so any other department building emails in Knak will be limited to using your brand-approved designs.

  • Anyone can use the modules
  • Anyone can use the assets
  • Your agency’s work has a greater impact
  • You get more from your agency spend
  • Your emails – all of them – look great

A Partner in Strategy

Knak and your agency are both valuable partners, and when they work together, your organization wins.

The agency is helping you implement a killer strategy and develop the assets to back it up. Knak is helping your team create incredible emails that keep your brand at the center, and no one needs to learn how to code.
— One quick aside here – if you’re using Knak, you don’t need to pay your agency to build, code, or develop templates for you. If it’s email related, we’ve got you covered.

It’s time to spread that agency magic beyond the marketing department. When you leverage your agency through Knak, you’re improving outcomes all the way around and extending your best-looking assets into every corner of your company.

If you’d like to learn more about how Knak and your agency can work together, let’s chat!