This document provides a structured three-month timeline for planning a successful marketing campaign, emphasizing the importance of accurate B2B data and customer profiling. Key steps include cleaning data, aligning marketing data with target profiles, crafting relevant messaging, and testing campaigns before launch. Successful execution can lead to higher engagement rates and overall campaign success.

1. www.marketscan.co.uk
HOW TO PLAN AN EXPLOSIVE
MARKETING CAMPAIGN
Learn how to plan a successful marketing campaign over three months

2. www.marketscan.co.uk
According to the recent Marketscan Marketing Campaign Planning
Survey, a third of marketers spend 3 months planning their campaigns.
This handy guide will help you spend those 3 months profitably.

3. www.marketscan.co.uk
3 MONTHS TO LIFT-OFF
The first stage of your campaign is to ensure that you know who your campaign is going
to be targeted at and that you have the data you need to help you plan your campaign for
maximum effect:

4. www.marketscan.co.uk
3 MONTHS TO LIFT-OFF
The first stage of your campaign is to ensure that you know who your campaign is going
to be targeted at and that you have the data you need to help you plan your campaign for
maximum effect:
Identify your best customer
profiles. Who are you going to
target with your campaign? Which
customer groups present the greatest
opportunity for success?

5. www.marketscan.co.uk
3 MONTHS TO LIFT-OFF
The first stage of your campaign is to ensure that you know who your campaign is going
to be targeted at and that you have the data you need to help you plan your campaign for
maximum effect:
Identify your best customer
profiles. Who are you going to
target with your campaign? Which
customer groups present the greatest
opportunity for success?
Clean your B2B data. Your business
to business data needs to be accurate,
or you are wasting time and resources.
Arrange to have your existing data
‘cleaned’ to ensure accuracy.

6. AMONG THE ORGANISATIONS STUDIED,
THOSE DEEMED AS BEING STRONGER THAN
AVERAGE DISPLAYED SMALLER AMOUNTS OF
[CUSTOMER] DATABASE ERRORS (10%). TYPICAL
ORGANISATIONS SCORED 25% FOR THE
VOLUME OF UNHEALTHY DATA.
– SiriusDecisions.
www.marketscan.co.uk

7. www.marketscan.co.uk
2 MONTHS TO LIFT-OFF
Having knocked your business to business data into shape, the next month should be
spent putting it to work:

8. www.marketscan.co.uk
2 MONTHS TO LIFT-OFF
Having knocked your business to business data into shape, the next month should be
spent putting it to work:
Beat your marketing data into
shape. Does your marketing data
currently match your best customer
profiles? Less than 15% of data does.

9. www.marketscan.co.uk
2 MONTHS TO LIFT-OFF
Having knocked your business to business data into shape, the next month should be
spent putting it to work:
Beat your marketing data into
shape. Does your marketing data
currently match your best customer
profiles? Less than 15% of data does.
Strengthen your B2B data. Make
sure you have enough qualified
leads that match your best customer
profiles. Consider purchasing and
importing additional contact lists.

10. www.marketscan.co.uk
1 MONTH TO LIFT-OFF
Now you know that your B2B data is usable, and who you want to target, you need to
begin crafting the campaign specifics:

11. www.marketscan.co.uk
1 MONTH TO LIFT-OFF
Now you know that your B2B data is usable, and who you want to target, you need to
begin crafting the campaign specifics:
Build your message.
What are you going to say
to your customers? And is it
relevant to their
business pains?

12. www.marketscan.co.uk
1 MONTH TO LIFT-OFF
Now you know that your B2B data is usable, and who you want to target, you need to
begin crafting the campaign specifics:
Build your message.
What are you going to say
to your customers? And is it
relevant to their
business pains?
Test your message.
Make sure that you have
everything in place and ready
to go when the campaign
launches. Are your staff
fully trained? Does your
messaging system
work properly?

13. www.marketscan.co.uk
1 MONTH TO LIFT-OFF
Now you know that your B2B data is usable, and who you want to target, you need to
begin crafting the campaign specifics:
Build your message.
What are you going to say
to your customers? And is it
relevant to their
business pains?
Test your message.
Make sure that you have
everything in place and ready
to go when the campaign
launches. Are your staff
fully trained? Does your
messaging system
work properly?
Make changes. Quickly!
If you do come across any
problems, this is your last
chance to fix them before
making an embarrassing
mistake, or having to delay
your campaign.

14. www.marketscan.co.uk
THE TYPICAL EMAIL HAS A 5%
OPEN RATE, BUT YOU CAN GET
THAT AS HIGH AS 95% IF THE
MESSAGE IS RELEVANT ENOUGH.
– Pratik Dholakiya. – eConsultancy.
5%
95%

15. www.marketscan.co.uk
LIFT-OFF!
The big day has arrived, and you can launch the campaign. The previous three months
of preparation mean that everything should go smoothly. Better still, your investment in
targeting should result in a much higher success rate.

16. www.marketscan.co.uk
LIFT-OFF!
The big day has arrived, and you can launch the campaign. The previous three months
of preparation mean that everything should go smoothly. Better still, your investment in
targeting should result in a much higher success rate.
The three steps you need to complete for greater marketing campaign success are:
Get your B2B data in shape.
Identify your best prospects and ensure your message is tailored towards them.
Build and test your messages before launch date.

17. www.marketscan.co.uk
Now you know the timescale, don’t
let anything else get in the way of
your perfect marketing campaign.
Download our free eGuide:
CONQUER YOUR
MARKETING CAMPAIGN
CHALLENGES
DOWNLOAD NOW!