Making and Managing a B2B Marketing Campaign
Marketing consists of many components, all of which need to flow together seamlessly to accomplish company goals. Making and managing a B2B marketing campaign can sound intimidating, but it doesn’t have to be!
Our job as marketing professionals is to increase awareness of our company’s offerings and persuade people to buy. Our goal is to create enticing content to accomplish the former.
And this is where the disconnect occurs — you either have a million ideas or none. When you’ve got a lot of ideas, you need a marketing campaign to prioritize, fine-tune and execute your ideas in a way that makes sense. When you can’t seem to think of anything, you need to analyze company goals and craft your marketing campaign around achieving those goals.
We all have an idea in our heads of what a marketing campaign consists of, but what exactly is it? A marketing campaign is a set of actions propelling your company towards a particular goal. Whether it’s promoting a new service/product offering or getting customer feedback, the end-goal will always frame the items in your marketing campaign.
Tips for planning a B2B marketing campaign
1. Set goals
At Accelity, we rely on the SMART goals framework to set and achieve business objectives. SMART goals are specific, measurable, attainable, relevant and timely. It’s important that your campaign goals are realistic but that they also push you to do your best work to achieve them.
2. Understand your audience
One of the most important steps in crafting a successful B2B marketing campaign is to identify which buyer persona you are targeting. Consider your audience’s goals, preferences and pain points as you craft your campaign so that it is perfectly tailored to them.
Be sure to also figure out which channels your audience prefers so you can create a promotional strategy that works. If your target audience never uses Facebook, don’t waste time and money promoting your campaign there.
3. Research how the audience interacts with you
It’s rare for a prospect to buy on the first touch, so it’s important that you understand how your target audience interacts with you, your website and your other marketing materials. How many touches does it take for them to buy?
Look at past data, or if you lack this data/don’t have a large enough customer base to pull this data, go with the rule of 8.
4. Build your content pieces
After finalizing your campaign strategy, gaining a thorough understanding of your target audience and conducting keyword research, it’s time to start creating your content! Use the knowledge that you gained from your planning and research to create modern content that will resonate with that specific persona.
First, decide what your CTA will be and build every piece of content around the end goal that you established. Then, create your content offer, which can be anything from an ebook to a video to an infographic!
After building the main content offer, create more promotional materials to go with it such as a landing page, some social posts or a blog (we recommend all three).
5. Create a calendar with deadlines, and stick to it!
Picking what you want to make and then slapping it on paper (or a spreadsheet) will hardly make it happen. Decide who will own each part of your campaign. Who is writing each piece, who is designing it and how long will it take for them to do that? Do they have the capacity to do it?
Build out your B2B marketing campaign calendar that allocates time to your coworkers to create quality deliverables, and plan the days they go live around how your readers/potential customers will view them (not based on how long it takes you to make each piece).
Once the campaign calendar is in progress, be sure to stick to deadlines and keep the campaign on track. Keep in mind that before your current campaign ends, you should start planning your next one to keep that calendar full!
6. Track and analyze data
You should be continuously analyzing data using the goals you set at the beginning while the campaign is running so you can make timely, meaningful changes. Once your campaign is complete, you will need to look at the numbers from start to finish to make informed decisions about future campaigns.
Plan for a successful B2B marketing campaign
If you don't have a solid plan for your B2B marketing campaign, it will fail. A lot of time and effort goes into creating and executing marketing campaigns, so make sure that you have a strategy in place to meet your goals.