PHASE 3: CAMPAIGN PLANNING
Capture the attention of customers and prospects through well-planning marketing campaigns.
To generate a return on marketing campaign dollars requires a clear objective, timeline, budget, accurate lists, correct media mix and compelling calls to action. By leveraging customer journey insights to create compelling messaging, marketers can reach the customer through the right channels with the right content at the right time. By tying marketing campaigns to revenue-related metrics, this leads to improved Return on Marketing Investment (ROMI).
1. You have your campaign resources (i.e., people, money and time) allocated against the “sweet spot” in the addressable market(s).
2. You execute more marketing activities than your competitors do in your target markets.
3. You’re competing against many (10+) when trying to capture the attention of your customers and prospects.
4. Based on research, you have focused on a few channels (e.g., telephone, email, social) that best reach your buyers.
5. Based on research, you have the selected a mix of activities and sequenced them (e.g., direct mail, email, webinar, blog) with positive, measurable results.
6. Based on research, you have accurately identified and prioritized all customer touchpoints (or Buyer’s Journey).
7. You A/B test your campaigns on a regular basis and make data-driven decisions based on these test results.
8. Based on research, you understand the proper media mix for each campaign.
9. You have created a catalog of campaign assets, and you have mapped every asset to the appropriate phase of the Buyer’s Journey.
10. You collect campaign performance data on a regular basis and communicate insights from that data to the leadership team through reporting and dashboards.
• Campaign Execution Assessment
• Campaign Planning Process Playbook
• Campaign Schedule
• Campaign Reporting Dashboards