The Anatomy of a B2B Marketing Campaign - Developing Creative & Copy by Segments
Welcome to the 2nd 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 2 of 4 of The Anatomy of a B2B Marketing Campaign!
Developing Creative & Copy by Segments
After the campaign goals are determined, the next step in the process is to develop a creative way to grab and hold the attention of business prospects in the campaign’s target market. The creative aspect of your B2B marketing campaign should stimulate interest in learning more about your organization, which is where the copy provides detailed information.
The copy should complement the creative segment by providing compelling information that excites and further sells potential clients. It communicates the benefits received by businesses that enter into a relationship with your organization. Your persuasive copy should convince your target market that it is a “no-brainer” to respond to the marketing campaign and compel them to contact your organization.
In some cases, market research should be conducted to determine how different marketing segments respond to creative and copy. For instance, some business prospects may respond to creative/copy that is playful or funny; others only to creative that is professional and poignant. Segmenting prospects also gives marketers the opportunity to test different markets to see which types of creative and copy work best.
The ultimate goal, of course, is to capture business prospects, attain their contact information and segment them into narrower channels that will support future marketing efforts.
For more information about B2B marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
