Today’s topic is how to capture attention with great marketing campaigns. Campaign budgets are limited and these campaigns need to generate revenue. We will demonstrate how to generate a return on the campaign dollar. To follow-along, download our 10th annual workbook, How to Make Your Number in 2017 and turn to pages 184 to 189.
Helping us with the demonstration is Andrea Brody the Chief Marketing Officer of BravoSolution. BravoSolution delivers strategic procurement solutions for global organizations. The solution helps procurement organizations go beyond cost savings to include risk management, corporate social responsibility and driving innovation as part of developing new products.
In B2B, marketing campaigns generate revenue when they are hyper-targeted, and do not when they are spray and pray. If you depend on marketing campaigns to generate leads for your sales force, then you’re going to want to pay close attention.
Every market has a “sweet spot.” Campaigns (and their budgets) generate revenues when focused directly at this “sweet spot.” Campaigns that are not hyper-targeted do not. Watch as Andrea describes how to generate a return on marketing campaign dollars with a clear objective, timeline, budget, accurate lists, correct media mix and compelling calls to action.
During the first segment of the show, watch as BravoSolution’s CMO demonstrates how to focus campaign resources against the “sweet spot” of the addressable market. From there we discuss the competitive presence going after the sweet spot and any nontraditional competitors competing for attention.
In the middle show segment, we discuss campaign objectives, time limes, determining budget, forecasts, identifying personas, list creation, offer development and channel selection.
The final segment dials up the level of sophistication with discussion on the following campaign planning topics:
- Determining the correct number and type of touch points.
- Choosing the proper media mix.
- Mapping the marketing assets to the buyer’s journey.
- Systems and people set up to convert inquiries into purchasing intent.
- Laddering your message up to the call to action.
If you need more help with Campaign Strategy and Planning, download our 10th annual workbook, How to Make Your Number in 2017. Turn to page 184 of the PDF. To request a workshop with SBI’s marketing practice leader Randall LaVeau, simply sign up for a MySBI account and check the box in your preferences to request a workshop.