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spotONfriday webinar - 7 steps to successful campaign management

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Campaign management is rapidly changing as organisations shift to a buyer-centric approach. There are many challenges in successfully executing these kinds of integrated campaigns, but also many benefits. Shelby Torrence, Director Campaign Management Services at spotONvision, will delve into the challenges and benefits of successful campaign management and walk-through a 7-step framework for building successful campaigns

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spotONfriday webinar - 7 steps to successful campaign management

  1. 1. Shelby Torrence shelby@spotonvision.com @globalmktgpro 7 Steps to Successful B2B Campaign Management spotONfriday webinar: Christa Hemelaar christa@spotonvision.com @chemelaar
  2. 2. #b2bnl spotONvision B2B marketing agency Our services
  3. 3. GoToWebinar: “Chat” or “Ask a question” or Twitter hashtag #b2bnl Twitter @spotonvision #b2bnlQuestions?
  4. 4. Agenda • Defining successful campaign management • Before you start • The 7 steps plan • Key challenges & how to overcome them • Q & A
  5. 5. • Buyer persona • Automation • Lead management • Collaboration tool Before you start
  6. 6. Which of these tools are you currently using? Polling questions
  7. 7. 7 STEPS
  8. 8. • Set specific objectives • Define target audience • Agree on definitions • Understand lead follow-up process STEP 1: DEFINE CAMPAIGN SCOPE
  9. 9. STEP 2: UNDERSTAND THE BUYER • Information needs • Preferred channels • Preferred formats • Key industries • Length of buying process • Role in buying process • Seasonality/relevancy
  10. 10. STEP 3: LEVERAGE WHAT EXISTS • Repurpose content • Incorporate planned events • SMEs • Partners
  11. 11. • Project plan • Calendar/Timeline • Workflows STEP 4: LAY IT ALL OUT
  12. 12. STEP 5: MEASURING & REPORTING • Set-up in advance • Standardised tracking • Incorporate all channels, all content, all vendors • Connect systems
  13. 13. STEP 6: COMMUNICATION & ENABLEMENT • Critical part of ensuring success • Like any relevant content, the message needs to be targeted • Create easy to use overviews, cheat sheets, etc. • Start with a small group that’s open • Be open to input. Be willing to test. But don’t get side-tracked • Set expectations. Create excitement
  14. 14. POLLING QUESTION How strong is your Sales-Marketing Alignment?
  15. 15. STEP 7: PILOT • Specific regions • Specific channels • 2-3 distinct groups • A/B Testing • Twitter
  16. 16. Challenges & Solutions Improving the open click rate • Keep bounce rate low and data clean • Keep unsubscribe rate low • Test html vs. text messages • Test subject lines Linking content to buyer phase • Buyer persona and content map • Address content gaps
  17. 17. Challenges & Solutions Generating leads that convert • Mid-stage content • Clear lead management process • Effective lead scoring Getting sales to convert • Talk to your Sales team • Create win-win • Pick a handful and pilot
  18. 18. Reaching the largest audience possible • Channels diversity • Know your buyer Achieving growth in a mature market • Competitive campaigns • Expand audience? Geographic, new buyers Making sure that our target group sees as a knowledge leader in specific areas of expertise • Leverage SMEs for engaging content Challenges & Solutions
  19. 19. #b2bnl @spotONvision @globalmktgpro Q & A
  20. 20. 7 Steps to Successful Campaign Management 1. Clearly define campaign scope 2. Understand your buyers 3. Leverage existing assets 4. Create a clear overview 5. Set-up proper measurement & report 6. Communicate & Enable 7. Pilot
  21. 21. @spotONvision @b2bmktforum @globalmktgpro LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing http://www.youtube.com/user/spotONvision Learn more #b2bnl www.spotonvision.com

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