Allegra Marketing AZ

Welcome to the 4th 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 4 of 4 of The Anatomy of a B2B Marketing Campaign!

Results & Follow Up
After clearly defining your objective, the goals necessary to achieve it and the measurements of success, the results of your marketing campaign should be easy to identify. If the objective is achieved, the follow up should focus on replicating the success. If the objective was not achieved, you should go back and review the data and goals your organization failed to meet. The following is a list of questions that should be addressed when analyzing the results and effectiveness of a B2B marketing campaign:

• Was our objective realistic? (Did we aim too low/high?)
• Was every goal vital to achieving the objective?
• Did we allocate our assets efficiently?
• Did we use our time effectively?
• What could we improve upon next time?
• Did we use the proper measurements of success?

If the campaign was not successful, it may worthwhile to consult with an outside marketing professional to gain an additional perspective on what worked and what could have been done differently to increase the chances of achieving objectives in future campaigns.

This article has discussed the anatomy of a successful business to business marketing campaign. Its aim is to educate marketers on how to develop goals and metrics, develop creative and copy by segments, select channels and deploy campaigns, track results and follow up.

For more information about B2B marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!

Welcome to the 3rd 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 3 of 4 of The Anatomy of a B2B Marketing Campaign!

Selecting Channels & Deploying Campaigns
Creative, compelling communications are only effective when marketed to the target audience through proper communication channels and effective campaigns. This process can involve multiple channels, including cold-calling, direct mail, e-marketing, radio & television marketing, outdoor print marketing, online advertising, on-site demos and live event marketing. If a B2B marketing campaign does not successfully present both the creative segment and compelling copy to its audience in a place where they are receptive to the information, the response to the campaign will suffer. Goals will not be met, decreasing the chances of achieving the objective.

It may be beneficial to marketers to select several different channels when trying to reach business prospects. For instance, business prospect that may not respond to direct mail may respond to the same creative and copy when it’s used in an email campaign, or vice versa.

Deploying campaigns, especially when the campaigns cover several marketing channels, is a multi-phase process where planning and flexibility are critical. Measurements of success must be monitored to identify effective channels of communication and successful aspects of the creative segment and copy. Increasing successful communication practices and improving ineffective ones allows for a more efficient allocation of resources and improves the chances of success.

The following is an example of how a B2B campaign can be measured for success and efficiency:

Action: Monitor response to campaign and record channel of communication which resulted in new client contact and/or acquisition.

Goal: Identify three most effective channels by counting number of new clients acquired in region through each individual channel and conducting cost benefits analysis.

Metrics: Monthly and quarterly marketing costs for each channel. New client contact and/or acquisition per channel and per dollar spent based on cost per channel.

For more information about B2B marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!

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!

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.

For more information about B2B marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!