The document discusses various B2B marketing tactics including lead processing campaigns, drip campaigns, accelerator campaigns, and lead recycling campaigns. It emphasizes defining specific objectives and determining what constitutes success for a given B2B campaign. Campaigns should promote the total offering and have a clear call-to-action. The document also discusses typical B2B marketing budgets, calculating campaign ROI, and determining lifetime customer value.

1. B2B Tactics, Campaigns & ROI
Presented by Lindsey Fair

3. B2B Tactics: Incoming Lead
Processing Campaigns

4. B2B Tactics: Drip Campaigns

5. B2B Tactics:
Accelerator Campaigns

6. B2B Tactics: Lead Recycling
Campaigns

7. B2B Campaigns that Worked
1. Define specific objectives and expectations with
stakeholders.
2. Ask the question, what does success look like? For
most B2B campaigns, success is getting a lead.
But what is the definition of a lead? Is it a
request for an appointment? Is it an actual
appointment with a sales rep? Is it a closed sale?
Or is it contributing toward a percent of your
revenue 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.

13. B2B MarCom Budgets
9-12%

14. Campaign
ROI
Similar to gross profit,
only all business
expenses are taken into
account
$ 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

15. Lifetime
Value of a
Customer
(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