The Definitive Guide to Campaign Planning

Today we are going to demonstrate how to capture the attention of customers and prospects with great marketing campaigns. Campaign budgets are limited and these campaigns need to generate revenue. To follow-along, download our 10th annual workbook, How to Make Your Number in 2017 and turn to pages 184 to 189.

Joining us today 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.

Listen as Andrea demonstrates how great marketing campaigns capture attention of your target audience. 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. Listen 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.

Performing well in the monthly operating review and quarterly business review requires campaign-driven marketing contribution. Campaign offers capture attention and deliver pipeline influence.

Why this topic? Campaign budgets are limited and these campaigns need to generate revenue. In B2B, marketing campaigns generate revenue when they are hyper-targeted, and do not when they are spray and pray. Today, we will demonstrate how to generate a return on the campaign dollar.

Capturing the attention of customers and prospects requires a focus on the ideal customer profile and personas. Make sure you have marketing and sales alignment on your ideal customer profile. What is your ideal customer profile? Is it a $1 billion+ company in certain vertical industries? Then you look at the specific buyers and influencers to select the Personas. Ask yourself, "What are those messages that resonate?"

Listen as Andrea and I discuss the concept idea of ‘laddering’ up the message. This involves a steadily increasing level of engagement, leading ultimately a call to action to engage the sales team. Pay attention to digital body language such as a download of a whitepaper. From there, let's say somebody watches a video. That might be a 30-minute time investment versus reading a blog post which might be a five-minute time investment. This is an emerging best practice and Andrea describes using technology, persona targeting and content to engage.