Shelby Torrence

shelby@spotonvision.com

@globalmktgpro

7 Steps to Successful B2B Campaign Management

spotONfriday webinar:

Christa Hemelaar

christa@spotonvision.com

@chemelaar

#b2bnlspotONvision B2B marketing agency

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Agenda

• Defining successful campaign management

• Before you start

• The 7 steps plan

• Key challenges & how to overcome them

• Q & A

• Buyer persona

• Automation

• Lead management

• Collaboration tool

Before you start

Which of these tools are you currently using?

Polling questions

7 STEPS

• Set specific objectives

• Define target audience

• Agree on definitions

• Understand lead follow-up process

STEP 1: DEFINE CAMPAIGN SCOPE

STEP 2: UNDERSTAND THE BUYER

• Information needs

• Preferred channels

• Preferred formats

• Key industries

• Length of buying process

• Role in buying process

• Seasonality/relevancy

STEP 3: LEVERAGE WHAT EXISTS

• Repurpose content

• Incorporate planned events

• SMEs

• Partners

• Project plan

• Calendar/Timeline

• Workflows

STEP 4: LAY IT ALL OUT

STEP 5: MEASURING & REPORTING

• Set-up in advance

• Standardised tracking

• Incorporate all channels, all content, all vendors

• Connect systems

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

POLLING QUESTION

How strong is your Sales-Marketing Alignment?

STEP 7: PILOT

• Specific regions

• Specific channels

• 2-3 distinct groups

• A/B Testing

• Twitter

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

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

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

#b2bnl

@spotONvision

@globalmktgpro

Q & A

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

@spotONvision

@b2bmktforum

@globalmktgpro

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