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

Product Strategy
How Leading CMOs Develop a Strong Messaging Architecture
You are to the point where you have built the ideal go-to-market strategy, completed a thorough buyer segmentation, and you even pulled together a Rockstar sales playbook.  You have clearly defined buyer personas and even a well-defined buyer’s journey.  You...
Read More
Sales Strategy
How a Business Services CEO Seizes Market Opportunities
Over the last 6 months, there have only been an elite few known as “Accelerators” — those companies that have thrived in a recessionary environment.   One such company is CAS, a division of the American Chemical Society. By expediting the growth...
Read More
Marketing Strategy
How Multi-Touch Attribution Marketing Can Help You Increase Cohesion Between Marketing and Sales
A key benefit of Multi-Touch Attribution Marketing is that it can help marketers fine-tune their strategy. Knowing which content is resonating with different buyers helps them define the types of content and channels that they want to use to target...
Read More
Sales Strategy
How a Sales and Marketing Leader Makes Meaningful Connections with Self-Serve Customers
With more and more possibilities available to the online consumer, the desire for self-serve options does not seem to be subsiding anytime soon. With more independent and educated customers, where do sales and marketing fit into this new model?   In his...
Read More