B2b Marketing Strategies 101
This article will discuss the anatomy of successful B2B marketing strategies
, with specific focus on selecting channels and deploying campaigns, and tracking results and following up. This article will expand on these topics to provide a framework for planning, organizing and executing an effective B2B marketing campaign.
Selecting Channels & Deploying Campaigns
Creative, compelling communications are only effective when marketed to the target audience through proper communication channels and effective campaigns. This process can involve multiple channels, including cold-calling, direct mail, e-marketing, radio & television marketing, outdoor print marketing, online advertising, on-site demos and live event marketing. If a B2B marketing campaign does not successfully present both the creative segment and compelling copy to its audience in a place where they are receptive to the information, the response to the campaign will suffer. Goals will not be met, decreasing the chances of achieving the objective.
It may be beneficial to marketers to select several different channels when trying to reach business prospects. For instance, business prospect that may not respond to direct mail may respond to the same creative and copy when it's used in an email campaign, or vice versa.
Deploying campaigns, especially when the campaigns cover several marketing channels, is a multi-phase process where planning and flexibility are critical. Measurements of success must be monitored to identify effective channels of communication and successful aspects of the creative segment and copy. Increasing successful communication practices and improving ineffective ones allows for a more efficient allocation of resources and improves the chances of success.
The following is an example of how a B2B campaign can be measured for success and efficiency:
Action: Monitor response to campaign and record channel of communication which resulted in new client contact and/or acquisition.
Goal: Identify three most effective channels by counting number of new clients acquired in region through each individual channel and conducting cost benefits analysis.
Metrics: Monthly and quarterly marketing costs for each channel. New client contact and/or acquisition per channel and per dollar spent based on cost per channel.
Results & Follow Up
After clearly defining your objective, the goals necessary to achieve it and the measurements of success, the results of your marketing campaign should be easy to identify. If the objective is achieved, the follow up should focus on replicating the success. If the objective was not achieved, you should go back and review the data and goals your organization failed to meet. The following is a list of questions that should be addressed when analyzing the results and effectiveness of a B2B marketing campaign:
- Was our objective realistic? (Did we aim too low/high?)
- Was every goal vital to achieving the objective?
- Did we allocate our assets efficiently?
- Did we use our time effectively?
- What could we improve upon next time?
- Did we use the proper measurements of success?
If the campaign was not successful, it may worthwhile to consult with an outside marketing professional to gain an additional perspective on what worked and what could have been done differently to increase the chances of achieving objectives in future campaigns.
This article has discussed the anatomy of a successful business to business marketing campaign. Its aim is to educate marketers on how to develop goals and metrics, develop creative and copy by segments, select channels and deploy campaigns, track results and follow up.
by: Ted Raymond
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