spotonfriday webinar - 7 steps to successful campaign management
TRANSCRIPT
Shelby Torrence
@globalmktgpro
7 Steps to Successful B2B Campaign Management
spotONfriday webinar:
Christa Hemelaar
@chemelaar
GoToWebinar:
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Twitter @spotonvision
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Agenda
• Defining successful campaign management
• Before you start
• The 7 steps plan
• Key challenges & how to overcome them
• Q & A
• Set specific objectives
• Define target audience
• Agree on definitions
• Understand lead follow-up process
STEP 1: DEFINE CAMPAIGN SCOPE
STEP 2: UNDERSTAND THE BUYER
• Information needs
• Preferred channels
• Preferred formats
• Key industries
• Length of buying process
• Role in buying process
• Seasonality/relevancy
STEP 5: MEASURING & REPORTING
• Set-up in advance
• Standardised tracking
• Incorporate all channels, all content, all vendors
• Connect systems
STEP 6: COMMUNICATION & ENABLEMENT
• Critical part of ensuring success
• Like any relevant content, the message needs to be targeted
• Create easy to use overviews, cheat sheets, etc.
• Start with a small group that’s open
• Be open to input. Be willing to test. But don’t get side-tracked
• Set expectations. Create excitement
Challenges & Solutions
Improving the open click rate
• Keep bounce rate low and data clean
• Keep unsubscribe rate low
• Test html vs. text messages
• Test subject lines
Linking content to buyer phase
• Buyer persona and content map
• Address content gaps
Challenges & Solutions
Generating leads that convert
• Mid-stage content
• Clear lead management process
• Effective lead scoring
Getting sales to convert
• Talk to your Sales team
• Create win-win
• Pick a handful and pilot
Reaching the largest audience possible
• Channels diversity
• Know your buyer
Achieving growth in a mature market
• Competitive campaigns
• Expand audience? Geographic, new buyers
Making sure that our target group sees as a knowledge leader in
specific areas of expertise
• Leverage SMEs for engaging content
Challenges & Solutions
7 Steps to Successful Campaign Management
1. Clearly define campaign scope
2. Understand your buyers
3. Leverage existing assets
4. Create a clear overview
5. Set-up proper measurement & report
6. Communicate & Enable
7. Pilot