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. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. The Revenue Growth Diagnostic interactive tool will help you determine if you are likely or unlikely to make your number.
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.
Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:
- Your revenue goal is realistic
- You will earn your bonus
- You will keep your job