To do this, you must design campaigns that attract buyers to your products. Sounds simple right? But it’s not. Recently we interviewed Laura Goldberg, CMO at LegalZoom on this very subject. You can watch here. LegalZoom provides an easy-to-use, online service that helps people and businesses create their own legal documents.

 

Marketing campaigns fail for a variety of reasons. Many times the audience is not well defined. The wrong programs are chosen, and the wrong activities are executed. Or the offers were not well developed, and do not resonate with the audience. How can you prevent this? Through proper campaign planning. In this episode, Laura demos how she does exactly that at her company.

 

She will walk you through each of the steps. From determining the types of campaigns to run, all the way through measuring success. We will use SBI’s playbook, the 6 Step Revenue Growth Methodology, to guide our conversation. Specifically, Laura will walk us through the campaign planning phase. After the show, we will let you know how to get a copy to use at your organization.

 

Ultimately campaign planning comes down to a few key points. Laura advises the audience on how to know your audience, your selling points, and your channels. This will set your campaigns up for success. Watch and listen to her advice here.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
BIO
ALL PEOPLE

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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