Campaigns are the backbone of all B2B demand generation initiatives – in fact, marketers will send out a record 258 billion emails this year. Still, to compete in the new digital marketplace, you need to get smarter about your campaigns – as competition increases, customers get more discerning, and open rates have fallen nearly 33% in the past seven years, according to Forrester research.
What is the formula to create and execute successful B2B marketing campaigns? To be honest, there is no one answer to this question. Every successful marketer has to orchestrate or conjure the perfect mix/strategy for their respective campaigns. Still, this blog will tease out some general rules of thumb we have learned executing thousands of campaigns a year.
To execute a successful B2B digital marketing campaign, you need to have a deep knowledge of the consumer (aka your prospect or client).
The genius of digital marketing is that you can begin to tease out customer insight using the tools you already have. Because your online presence is measurable, you can glean quite a bit of intelligence from the campaigns or other outreach efforts you are already running.
Start with analyzing all of the data available via your digital touch points, to try to identify what needs your customers are trying to solve online. You can do this by analyzing their behavior across all digital channels. This data is your starting point to begin planning and orchestrating your new digital marketing campaigns. Once you identify the need/pain point of the target audience, define your campaign goals.
Your online goals will also dictate the most effective media channels to use. Generally, I believe you can increase the effectiveness of a campaign by integrating all kinds of media/content assets in your marketing mix. It is also crucial that you integrate your offline campaigns/promotions with your online campaign. (This can be done with careful planning and campaign tagging techniques)
Once you know what you are trying to achieve with your campaign, you want to center your messaging around a single campaign theme, and then create three to five offers (in the form of books, webinars, templates, etc.) that you can use as touch points under this theme.
Use your marketing creativity (plus some industry research as a back-up) to create a framework for your campaign, what we often call the “Big Idea”. Your messaging should take into account your campaign goals, plus the insight you gleaned from your earlier prospect analysis. Some questions you may want to ask at this stage include:
Set Up Your Campaign Flow
Now that you have established the topic and underlying elements of your campaign based on your target prospect’s need, it’s time to set up your campaign flow.
The bird’s eye view of the campaign flow looks something like this:
As you can see, this process is a continuous cycle, where you walk step-by-step through the process we outline above, then create your digital assets, execute your campaigns, monitor their success, and then start the process all over again.
Define Clear Outcomes
To accurately measure your success, each campaign needs to have a clearly defined goals. In each campaign, prioritize one clear metric and quantify the financial and personnel costs of generating results. What specific actions do you want your audience to take as a result of this campaign? These expectations can include filling out a form, downloading a cost sheet or watching a demo video.
Often, companies attempt to track so many elements of a digital campaign that they get buried in a pile of data they don’t know how to interpret. Clearly defined actions are the only way to gain the right kind of insight into how effectively your campaigns drive bottom line results.
Learn as You Go
In summary, the pivotal elements in a successful B2B campaign follow a series of distinct, concrete steps:
To learn more about executing successful B2B digital marketing campaigns, you can also check out our edynamic’s new infographic, we have covered six critical templates for your lead generation efforts, to help you: