A marketing campaign is a series of touches with the market to communicate a key message. Campaigns can include media such as direct mail, telemarketing, email, trade shows, online media, traditional media and publicity. They can generate and nurture leads, and are the catalyst that generates sales activity and customers.
In B2B companies, marketing campaigns are the focal point of all revenue generating activities. Good campaigns bring your client’s brand strategy to life, are delivered through different distribution channels, and funnel into the sales process. Campaign planning determines the tools necessary for execution, and the media to use to deliver to the market.
Marketing Campaigns Value
Many B2B companies are sales-driven organizations. Since sales can only do so much each day, effective marketing campaigns provide the leverage a company needs to accelerate growth.
Companies with well-planned and executed campaigns are able to:
Generate more leads to convert to customers
Make sales reps more efficient and effective
Grow their brand faster
Build a revenue-generating infrastructure that’s not dependent upon a few key sales reps
The key to campaign success is planning: Quantify your client’s revenue and customer goals, generate campaign ideas and strategies, target the audience, deliver one or two key messages and a call-to-action, create tools, plan execution, execute and measure.
The Consulting M.O. enables you to create detailed campaign plans for your clients. With it, you can tie campaign strategies to your client’s financial goals, tie marketing investments to sales, quantify campaign value and quantify the value you bring to the process.
Marketing Campaign Planning Services with the Consulting M.O.
Develop Campaign Strategies. Identify specific types of campaigns based on business goals. Choose from internet marketing, trade shows, direct mail, email, traditional media, telemarketing and public relations.
Plan Internet Marketing Campaigns. Focus on search engine marketing, email marketing, and online advertising to grow your client’s business.
Plan Campaign Execution. Quantify specific goals for impressions, response rates, and conversions. Identify the steps prospects will take to become a customer, project sales, revenue, and return on investment.
Improve Existing Campaigns. Identify bottlenecks and inefficiencies in your client’s sales process and recommend solutions to improve performance and increase revenue.
Your client might need marketing campaign planning if:
They don’t have a formal campaign planning process in place
They’re not using campaigns to gain leverage and generate leads
They are a sales-driven organization
Existing campaigns are ad hoc and not tied to revenue goals
They need more leads
They can’t measure ROI on their existing campaigns
