Type Description Objective Promote a New Highlights the release of a new version of the product to Acquire new customers, increase Release of stimulate its demand and strengthen perception of product customer spending, improve product Existing Product perception Promote Current Stimulates the demand for an existing product or bundle Acquire new customers, increase Product of products via promotion such as discount, bundling, or customer spending special payment terms or services Promote Feature Increases the target prospects’ awareness of a specific Improve product perception Awareness product feature or differentiating factor Promote New Highlights the launch of a new product to stimulate its Acquire new customers, increase Product Launch initial demand customer spending Prospect Re-ignites interest or engagement of formerly engaged Develop customer relationships, Re-engagement prospects to move them farther along the buyer journey acquire new customers Renewal of Ensures renewal of existing customers Retain existing customers Existing Customer Upselling of Gets existing customers to buy/use more products Increase customer spending Existing Customer Ecosystem Land Focuses on generating demand among customers in the Increase product awareness, acquire Grab product’s adjacent ecosystems new customers Event Follow-up Capitalizes on awareness and interest of prospects who Acquire new customers, develop attended a recent event customer relationships Opportunity Focuses on increasing the interaction between an Acquire new customers Engagement interested prospect with the company’s points of contacts It Takes a Content Factory! | 88