The Anatomy of a B2B Marketing Campaign - Developing Goals & Metrics
Welcome to the 1st installment of the Marketing Monday “Lunch & Learn” Series by Allegra Marketing. Each Monday, we share a post from a 4-part series of marketing information and ideas. This series will discuss the anatomy of a successful business to business marketing campaign, with specific focus on developing goals and metrics, developing creative and copy by segments, selecting channels and deploying campaigns, and tracking results and following up. We will expand on these topics to provide a framework for planning, organizing and executing an effective B2B marketing campaign.
We hope you enjoy Part 1 of 4 of The Anatomy of a B2B Marketing Campaign!
Developing Goals & Metrics
Before starting a Business-to-Business, or B2B, marketing campaign, it is critical to clearly define the goals and metrics that will end up driving the success of that campaign. Initial goals must be reasonable to achieve and their methods must contain quantifiable factors that can be measured to determine the rate of success. In addition, achievement of the initial goals should serve as a foundation for achieving larger, long-term goals and future desired outcomes.
In most cases, goals can be defined by answering a series of questions that help to identify some of the issues that may arise during the course of the campaign. The following questions are an example of those that may be asked to help develop reasonable goals:
- What kinds of resources are available to help us reach our goal?
- How long do we have to accomplish our goals and achieve our objective?
- What constraints might affect us?
- Is each goal vital to achieving the objective?
By developing and utilizing metrics, marketers give themselves the ability to review data that will help them track progress and improve the likelihood of success in achieving the goals of the B2B marketing campaign. Data collected from the quantifiable factors can also be used to identify effective techniques and improve or remove ineffective processes.
The following scenario presents an example of a B2B marketing campaign objective, complete with goals and metrics:
Sample Objective: To increase brand identity and business relationships among the 131 organizations that match the target market criteria for new client acquisition in the Northeast US region over the next 12 months.
First Quarter Goals: Delegate direct marketing and customer support responsibilities for region to a multi-person team and create sales goals for each member. Initiate contact with all 131 organizations through combined e-marketing, direct mail, business networking and cold-calling. Create interactive files on each organization and develop customized marketing plan based on data acquired.
Metrics: Monthly and quarterly reports on number of target organizations aware of brand and those which have responded to marketing efforts. Number of new clients acquired, tracking of growth in region and participation rate increases (or decreases) from quarter to quarter. Identify common factors among organizations who responded to marketing campaign and those that did not.
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