B2B Marketing Campaign Design
Three Contributors to B2B Marketing Campaign Success
- B2B Marketing Campaign Design
Leave one out or have low quality and your campaign ROI will likely suffer.
Cost of Poor B2B Marketing Automation Campaign Design
The campaign doesn’t advance your market’s engagement with your company, doesn’t drive buying activity, doesn’t contribute to a satisfactory ROI and generally doesn’t meet the campaign goals.
Value of Good B2B Marketing Automation Campaign Design
The exact opposite of the above.
The list below is long and worth a look. While we’ll process many and maybe most of those elements when we design a campaign for a client it is just too much for most to wade through. We do have a “secret sauce” that is just 5 points that if you use it you’ll have a successful campaign most of the time. We email this secret sauce recipe to anyone who takes the time to do a 30 minute marketing automation program review over the phone with us. You can contact Eric at firstname.lastname@example.org or call 503-635-2319 and we’ll set-up a mutually agreeable time to speak.
What’s The Gap?
The following list is long and you don’t need to have all the answers to do an effective campaign with a high ROI. You will need some of the answers. Which question to get answers for will differ by campaign. B2B Marketing Campaign Design is one of our favorite ways to help our clients. We look forward to exploring how we might help you.
Usually one or more of the following questions must be answered for a good campaign:
- A clear and appropriate campaign goal i.e. getting cold strangers to buy might be a clear goal but it isn’t an appropriate goal. Possible campaign goals include:
- Nurturing existing leads
- Direct selling
- Generating referrals
- Generating new leads
- Qualifying leads
- Cross-selling to existing customers
- Up-selling to existing customers
- Training – education
- Inoculation against competitive messaging
- Response rates and other history if this list or target market has a history of touches from your company.
- Key player data i.e. key player contact data, role data, persona profile.
- Key player interest research i.e. you know what they need and want.
- Select attributes i.e. some data variable that allows easy selection of targets for a campaign and suppression of those who are not a fit for the campaign.
- Segmentation i.e. everyone in the group looks and acts like everyone else in that segment.
- Personas – a description of the mindset and behavior of a key player within a segment
- How complex is the sale i.e. how many key players are likely on the decision making team, how urgent is the need, budget size, switching cost, change implication and so on.
- What will the competitive messaging be like during this campaign?
- What kind of environmental factors will be occurring during the duration of the campaign? i.e. major industry trade shows, major announcements such as competitors earnings?
- Is there internal competition?
- What is the major sticking or stall point your market typically has regarding the product or service being covered by this campaign?
- What are the competitor’s primary strengths and weaknesses?
- What does sales think needs to happen now and what is their feedback on the campaign design?
- What is the call-to-action?
- What are the offers?
- What is your differentiation that will come forward in this campaign?
- What kind of “proof” of performance is available in this campaign? i.e. testimonials.
- What outcomes can the target expect if they take action?
- What stage of evolution is this campaign designed to impact? i.e. solution awareness, solution consideration, solution transaction, solution consumption.
- What is your primary mental “hook” that will engage the target? i.e. will you have a drawing for a iPad3 after a seminar?
- The target ROI – when will the ROI be expected, how measured and how much.
- Budget – how much time and money do you have to work with to achieve the campaign objective and ROI?
- What campaign will follow this one?
- How many campaign or nurture steps are optimal with this target market? (in some markets 3 is too many and for others 12 isn’t enough).
- How much time between campaign steps?
- What kind of multi-step follow-up once an offer has been accepted?
- What campaign occurred prior to this one?
- How many touches will be required to achieve the campaign objective?
- Which media or blend of media will be used?
- How much testing to what sample sizes will occur before the full campaign launch?
- What kind of reporting will be required to show campaign performance?
- How will this campaign show-up in the standard management reports or executive dashboard?
- Which targets should be suppressed? i.e. active sales cycles using a list from the CRM?
If all of this feels a bit overwhelming Albertson Performance Group can help both design campaigns and show you how.