B2B Tactics, Campaigns & ROIPresented by Lindsey Fair
B2B Tactics: Incoming LeadProcessing Campaigns
B2B Tactics: Drip Campaigns
B2B Tactics:Accelerator Campaigns
B2B Tactics: Lead RecyclingCampaigns
B2B Campaigns that Worked1. Define specific objectives and expectations withstakeholders.2. Ask the question, what does su...
B2B MarCom Budgets9-12%
CampaignROISimilar to gross profit,only all businessexpenses are taken intoaccount$ 90 $3 discount x 30 customers = opport...
LifetimeValue of aCustomer(LTV)(5 x 3) *50 = $750 + $9 = $759• average customer comes 5x /yr for 3 yrs, spends $50 ea.•Plu...
B2B Strategy, Tactics and ROI
B2B Strategy, Tactics and ROI
B2B Strategy, Tactics and ROI
B2B Strategy, Tactics and ROI
B2B Strategy, Tactics and ROI
B2B Strategy, Tactics and ROI
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B2B Strategy, Tactics and ROI

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B2B Strategy, Tactics and ROI

  1. 1. B2B Tactics, Campaigns & ROIPresented by Lindsey Fair
  2. 2. B2B Tactics: Incoming LeadProcessing Campaigns
  3. 3. B2B Tactics: Drip Campaigns
  4. 4. B2B Tactics:Accelerator Campaigns
  5. 5. B2B Tactics: Lead RecyclingCampaigns
  6. 6. B2B Campaigns that Worked1. Define specific objectives and expectations withstakeholders.2. Ask the question, what does success look like? Formost B2B campaigns, success is getting a lead.But what is the definition of a lead? Is it arequest for an appointment? Is it an actualappointment with a sales rep? Is it a closed sale?Or is it contributing toward a percent of yourrevenue target?3. Are we promoting our total offering?4. Is there a clear call-to-action?5. It connects multiple levels of the value chain.
  7. 7. B2B MarCom Budgets9-12%
  8. 8. CampaignROISimilar to gross profit,only all businessexpenses are taken intoaccount$ 90 $3 discount x 30 customers = opportunity costs$700 total campaign expenses$ 45 pro-rated operating expenses$ 60 wholesale cost per product x # of products sold$895 TRUE cost of campaign-$1500 $50 revenue x 30 customers = revenue from all related sales$ 605 ROI
  9. 9. LifetimeValue of aCustomer(LTV)(5 x 3) *50 = $750 + $9 = $759• average customer comes 5x /yr for 3 yrs, spends $50 ea.•Plus the costs to do a campaign to replace that customer
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