Campaign Planning And Implementation
Sound marketing campaign planning is the foundation of B2B marketing success. Yet, too often, campaign planning and implementation are driven by short-term pursuits rather than longer-term business objectives. Read our insights to help build buyer-centric campaign strategies that deliver on marketing goals.
Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements
- Organizational design requires a systematic approach that considers the corporate growth objectives
- Optimizing the structure of the marketing organization requires an understanding of the required competencies
- Communication is critical throughout each phase of the organizational design process
- Findings of the 2016 Global CMO study indicate that emerging.companies (under $50 million in revenue) do not have a firm definition of the campaign process.
- Emerging.companies are 38 percent less likely to use the campaign planning process and 97 percent less likely to add campaign managers than $51 million to $250 million.companies.
- Emerging.companies can and should run integrated campaigns, even with limited resources.
- Most companies don’t have a process for understanding what tactics or even programs are supposed to do
- Tipping-point models focus on the most successful tactics for reaching qualification thresholds
- Companies are facing a series of operational issues that need to be worked through, but a lot of progress is being made
- As marketing organizations adopt an integrated campaign approach, there’s often a struggle to create buyer-centric campaigns
- We’ve created a list of six fundamental campaign planning questions that we challenge you to answer
- The SiriusDecisions Campaign Framework assists with marketing planning and execution to align the overall organization to business goals
- All too often, we start by focusing on ourselves – our campaign goals, our solutions, our services
- Perhaps before we put pen to paper, we should talk to our customers to find out what matters to them most and why
- Regardless of the approach, follow the golden rule of conversation – be an active listener
Geographic preferences and nuances must be considered for a successful global demand creation strategy. Many of the professionals we interviewed in a recent survey cited localization of global and regional programs as one of their most significant demand creation challenges.
Marketers who are setting out on a path to develop integrated campaigns are challenged to balance the desire to address customer needs against the pragmatic realities of ensuring they’re promoting the offerings that can be sold and delivered in the near term. It’s a tough balance because we want our marketers to move beyond seeing the world from the view of the current portfolio of offerings and focus on meeting customer needs.
More and more, we find marketers adopting an integrated campaign strategy to drive increased sales productivity and marketing efficiency. An integrated campaign is built on a business-needs-based theme, and it runs for an extended duration (usually a year). Within the campaign is a series of carefully choreographed reputation, demand creation, sales enablement and market intelligence activities.