A marketing campaign is a series of touches with the market to communicate a key message. Marketing campaigns can include media such as direct mail, telemarketing, email, trade shows, online media, traditional media and publicity. They can generate and nurture leads and they are the catalyst that generates sales activity and customers.
In B2B companies, marketing campaigns are the focal point of all revenue-generating activities. Good campaigns bring your brand strategy to life. They are delivered through different distribution channels, and they funnel into the sales process. Campaign planning determines the tools necessary for execution and the media to deliver to the market.
Marketing Campaign Value
Many B2B companies are sales-driven organizations. Since Sales can do only so much each day, effective marketing campaigns provide the leverage a company needs to accelerate growth.
Companies with well-planned and well-executed campaigns are able to:
Generate more leads to convert to customers
Make sales reps more efficient and effective
Grow their brand faster
Build a revenue-generating infrastructure that’s not dependent on a few key sales reps
The key to campaign success is planning: Quantify your revenue and customer goals, generate campaign ideas and strategies, target the audience, deliver one or two key messages and a call-to-action, create tools, and plan execution and measurement criteria.
Growth Panel enables you to create detailed campaign plans. With it, you can tie campaign strategies to financial goals, and marketing investments to sales, and you can quantify campaign value and the value you bring to the process.
Marketing Campaign Planning Tools in Growth Panel
Develop Campaign Strategies: Identify specific types of campaigns based on business goals. Choose from Internet marketing, trade shows, direct mail, email, traditional media, telemarketing and public relations.
Plan Internet Marketing Campaigns: Focus on search engine marketing, email marketing, and online advertising to grow your business.
Plan Campaign Execution: Quantify specific goals for impressions, response rates, and conversions; identify the steps prospects will take to become customers; project sales, revenue, and return on investment.
Improve Existing Campaigns: Identify bottlenecks and inefficiencies in your sales process and recommend solutions to improve performance and increase revenue.
You might need to improve your marketing campaign planning if:
You don’t have a formal campaign planning process in place
You’re not using campaigns to gain leverage and generate leads
You are a sales-driven organization
Existing campaigns are ad hoc and not tied to revenue goals
You need more leads
You can’t measure ROI for your existing campaigns
What they’re saying...
Your tools have helped me identify what questions to ask to program directors, as well as to admissions reps, and develop marketing campaigns with logics (sic) and clear target numbers behind them. Also, creative briefs are very handy when communicating with my writers and designers. They eliminate the room for confusion and misunderstandings that used to occur during the creative development stage."
Director of Marketing, The Musician’s Institute
If you’d like to sell Growth Panel licenses, we’ll share license revenue. Our distributor program is like an affiliate program, with greater upside.
We require that our distributors have a license, so step one is to set up yours.
If you’re a consultant and have quality I.P. that adds value, we’ll review it and consider adding it to our product under your own brand. That means more exposure for you, more leads, and more engagements.