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The Ultimate Campaign Planning Framework

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Watch this #COSeries webinar on-demand here: http://dg-r.co/2o4VYtx

Create a campaign ecosystem that builds brand, drives demand, and expands customer relationships.

Not sure where to start with your campaign and content plan? As marketers, our leaders expect us to show measurable growth in building brand, driving demand, and improving customer experience. Join us to get a 5-step blueprint for creating high-performance campaigns that will wow your executives, guide your content creation, and set you up to show measurable results at year’s end. We often find ourselves on the dreaded execution treadmill. Running from campaign to campaign and tactic to tactic without understanding the impact we’re having on the bottom line. Build a high-performance marketing plan that will give you the freedom to grow, push boundaries, and track success.

In this webinar we’ll cover:

Aligning your campaign mindset to the buyer's journey;
Building a content plan to fuel your campaigns;
Mind your gaps: uncover your best opportunities for driving buyer's through the funnel; and
Effective metrics for evaluating ROI, and developing reports that “Wow”.

Published in: Marketing
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The Ultimate Campaign Planning Framework

  1. 1. #COSeries The Ultimate Campaign Planning Framework SPONSORED BY:
  2. 2. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Brian Anderson: @G3Brian Act-On Software: @ActOnSoftware
  3. 3. #COSeries Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And second entry when you attend live. • Register & tune-in to all #COSeries live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #COSeries Webinars For More Chances To Win Free Entry to #B2BMX
  4. 4. #COSeries About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
  5. 5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries
  6. 6. #COSeries How Are We Doing?
  7. 7. #COSeries Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Melissa Barker Senior Marketing Operations Manager, Act-On @ActOnSoftware
  8. 8. BUYER STAGES How do your customers make purchase decisions? TODAY’S AGENDA THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  9. 9. BUYER STAGES How do your customers make purchase decisions? STEP 1 Buyer-centric Planning THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  10. 10. Traditional Marketing and Sales MARKETING provides air cover SALES takes down deals
  11. 11. The New Paradigm ACCESSS TO INFORMATION + ACCESS TO CHOICE _____________________ BUYER CONTROL
  12. 12. The Buyer’s Journey has Changed… BUYERS control the new buying process Source: DemandGen Report 78% start the buying process with a web search 50% turn to social media and peer reviews Larger buying teams are spending more time in the evaluation Vendor control over the buying process is over!
  13. 13. The Invisible Journey 70% of the buying process is now complete by the time a prospect is ready to engage with Sales -SiriusDecisions
  14. 14. Marketing plays a role across the life-cycle Today the customer dictates the actions and messages that marketing and sales should take.
  15. 15. A New Way of Marketing Customers Keep customers and future customers at the center of your plans
  16. 16. BUYER STAGES How do your customers make purchase decisions? STEP 2 Themes & Content THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  17. 17. Content Isn’t King. It’s the Kingdom @leeoden CEO, TopRank
  18. 18. The Four Tenets of Effective Campaign Themes Based on buyer pain points and needs Simple to understand Enduring enough to stand the test of time Relevant during all stages of the buyer’s journey Rule of thumb: stick with 1 to 3 core themes
  19. 19. Map your content to customer lifecycle stages Establish trust and thought leadership • Present solutions to pain points • Aid in the purchase decision-making process • Validate purchase decision Training, education, and adoption
  20. 20. EXAMPLE THEME: TurbineTax makes complicated taxes easy to manage and easy to understand Press release: TurbineTax releases new mobile app • eBook: 10 easy bookkeeping habits that make end-of-year taxes a breeze. • Analyst Report: 2017’s best tax tools • Case Study: How Acme Industries saved a millions on man-hours by switching to TurbineTax Training video: how to upload your deductible expenses in 30 seconds
  21. 21. BUYER STAGES How do your customers make purchase decisions? STEP 3 Tactics & Opportunities THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  22. 22. The Modern Buyer’s Journey Increase inbound activity & website traffic Amplify social media engagement Consistently communicate brand value Increase website conversions Maximize trade show & online event success Increase lead volume Educate, engage & build trust with prospects Enable account- based marketing Seamless lead handoff to sales Prioritize leads & engage at the right time. Reduce cold- calling Enable sales with content & templates Welcome, onboard & train new customers Capitalize on upsell & cross- sell opportunities Increase loyalty and retention rates MarketingOpportunities
  23. 23. Mind Your Gaps! Increase inbound activity & website traffic Amplify social media engagement Consistently communicate brand value Increase website conversions Maximize trade show & online event success Increase lead volume Educate, engage & build trust with prospects Enable account- based marketing Seamless lead handoff to sales Prioritize leads & engage at the right time. Reduce cold- calling Enable sales with content & templates Welcome, onboard & train new customers Capitalize on upsell & cross- sell opportunities Increase loyalty and retention rates MarketingOpportunities
  24. 24. The Nitty-Gritty Opportunity: Increase inbound activity & website traffic What we need to do: • Conduct SEO audits on key pages to determine areas of improvement • Increase social posting & referrals to the website • Increase blogging frequency from 1x per week to 2x per week Who’s responsible: • John Snow, Brand Marketing Manager Potential Obstacles: • No SEO auditing tool currently in place • Time constrains for current blog writers
  25. 25. The Nitty-Gritty Opportunity: Educate, engage & build trust with prospects What we need to do: • Build email nurture tracks for prospects in an open opportunity • Create behavior-trigged emails that respond to active prospects when they visit the website Who’s responsible: • Katie Stark, Demand Generation Manager Potential Obstacles: • Current email tool does not support email automation, manual work required
  26. 26. BUYER STAGES How do your customers make purchase decisions? STEP 4 Marketing Tech Stack THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  27. 27. Marketing Technology Landscape Backbone Platforms Marketing Automation + CRM Channel Tech Ad Platforms, Social, etc Marketing Experiences Content + Personalization Marketing Operations Internal Process, data, reporting There are 3,874 Marketing Technology Platforms -ChiefMartec Supergraphic
  28. 28. Marketing automation is the cornerstone of a modern B2B strategy. As interactions with buyers become more complex – across both multiple messages and multiple channels – this is the technology that allows marketers to streamline and simplify the process of managing these relationships. — ANDREW GAFFNEY Publisher, Demand Gen Report
  29. 29. What Comprises Marketing Automation? Customers EMAIL NURTURING WEB FORMS SOCIAL PROSPEC T SOCIAL PUBLISH ACTIVITY SCORING LEAD SCORING LANDING PAGES WEBINARS REPORTING SEGMENTATION
  30. 30. Simplified Every time a prospect interacts with your brand - IT MEANS SOMETHING So track, measure, and analyze every interaction TO SELL SMARTER Customers
  31. 31. BUYER STAGES How do your customers make purchase decisions? STEP 5 Reports that “Wow” THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  32. 32. They keys to successful reporting plans Establish overall funnel metrics Develop specific KPIs to measure progress for the “gaps” you identified earlier Make sure you have the tech in place to track performance Get buy-in from the whole team
  33. 33. Map your goals to customer lifecycle stages Most-used metrics: Website Traffic Social Followers & Engagement Brand search volume Revenue- generated Most-used metrics: Leads Generated Opportunities Generated Revenue Generated Return on Investment (ROI) Most-used metrics: Website Traffic Retention Rates NPS Score Revenue Generated
  34. 34. BUYER STAGES How do your customers make purchase decisions? STEP 5 Your Big Idea THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?
  35. 35. PLANNING SEASON: The perfect time to show what you’re made of
  36. 36. Champion a big idea A new channel or tactic that could open doors for your business Innovative content - think beyond the eBook. A new technology solution to support your plan New ways of reporting or motivating the team to achieve KPIs This is your opportunity to be a leader and an agent of change
  37. 37. THANK YOU! www.act-on.com @ActOnSoftware
  38. 38. #COSeries How Are We Doing?
  39. 39. #COSeries Q&A / Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Melissa Barker Senior Marketing Operations Manager, Act-On @ActOnSoftware
  40. 40. #COSeries Thank You For Attending http://webinars.demandgenreport.com/campaign-optimization-series/2017/ Register for more sessions now thru April 21st! Please Join Our Next Session Today at 2PM ET / 11AM PT

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