Welcome to the 3rd installment of the Marketing Monday “Lunch & Learn” Series by Allegra Marketing. Each Monday, we share a post from a 4-part series of marketing information and ideas. This series will discuss the anatomy of a successful business to business marketing campaign, with specific focus on developing goals and metrics, developing creative and copy by segments, selecting channels and deploying campaigns, and tracking results and following up. We will expand on these topics to provide a framework for planning, organizing and executing an effective B2B marketing campaign.
We hope you enjoy Part 3 of 4 of The Anatomy of a B2B Marketing Campaign!
Selecting Channels & Deploying Campaigns
Creative, compelling communications are only effective when marketed to the target audience through proper communication channels and effective campaigns. This process can involve multiple channels, including cold-calling, direct mail, e-marketing, radio & television marketing, outdoor print marketing, online advertising, on-site demos and live event marketing. If a B2B marketing campaign does not successfully present both the creative segment and compelling copy to its audience in a place where they are receptive to the information, the response to the campaign will suffer. Goals will not be met, decreasing the chances of achieving the objective.
It may be beneficial to marketers to select several different channels when trying to reach business prospects. For instance, business prospect that may not respond to direct mail may respond to the same creative and copy when it’s used in an email campaign, or vice versa.
Deploying campaigns, especially when the campaigns cover several marketing channels, is a multi-phase process where planning and flexibility are critical. Measurements of success must be monitored to identify effective channels of communication and successful aspects of the creative segment and copy. Increasing successful communication practices and improving ineffective ones allows for a more efficient allocation of resources and improves the chances of success.
The following is an example of how a B2B campaign can be measured for success and efficiency:
Action: Monitor response to campaign and record channel of communication which resulted in new client contact and/or acquisition.
Goal: Identify three most effective channels by counting number of new clients acquired in region through each individual channel and conducting cost benefits analysis.
Metrics: Monthly and quarterly marketing costs for each channel. New client contact and/or acquisition per channel and per dollar spent based on cost per channel.
For more information about B2B marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
