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).

Rapid Diagnostic

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.

Deliverables

• Campaign Execution Assessment

• Campaign Planning Process Playbook

• Campaign Schedule

• Campaign Reporting Dashboards

Marketing Strategy
Why More CMOs Are Scaling ABM Investments in 2021
CMOs are shifting their investment mix to meet the needs of an increasingly digital buying environment. One of the primary ways they’re doing this is by doubling down on Account Based Marketing, targeting and delivering customized programs to the accounts...
Read More
Marketing Strategy
How Leading CMOs Build Teams That Make the Number
CMOs commonly struggle with talent issues across marketing functions, more so than their counterparts in sales.  Being the benevolent leaders that they are, CMOs often explain this as a consequence of marketeers requiring deeper role specialization, technical skill requirements, data...
Read More
Marketing Strategy
Top 5 Recent Insights for Marketing Leaders
Here are the most popular posts read by our Marketing subscribers…   Article: How Leading CMOs Build Teams That Make the Number   You want T-Shaped Marketers on your team, and you get them through thoughtful consideration of your employee experience and talent planning....
Read More
Sales Strategy
How a Marketing Leader Relentlessly Drives Alignment With Sales
Marketing leaders have faced numerous difficulties over the past year, but one challenge is not exclusive to just 2020—sales and marketing alignment. Getting this correct is more imperative now than ever before and can make-or-break your growth strategy. Ultimately, companies...
Read More