Have you noticed that B2B marketing programs tend to revolve around a single marketing tactic? Companies advertising campaign, a direct mail campaign or a campaign e-mail and calls made. If you or your marketing people are always looking for a unique marketing tactics as a campaign, you can much more mileage out of your marketing budget by simply changing the mindset of a campaign.
In fact, you can increase the effectiveness of your campaign 75% or more.
Let's expand the definition of a marketing campaign to include all the tactics and other elements necessary to find and engage prospects, and to develop sales opportunities. It is expected that the money and other resources for the campaign will mean more potential customers who are willing to speak to a sales person. No names a little more.
In the high-ticket, complex sales arena, I've never seen an ad, direct mail, or e-mail that could accomplish all this alone. Whatever the quality of the writer and or graphic may be.
When you develop a marketing campaign, it is helpful to pay close attention to what you really want your prospects and how your marketing will help make it happen. This is where your focus should be on desired results first, second and individual tactics.
Here are some good questions to ask when you develop your own marketing campaigns. The first six are relatively common in the development of good direct marketing programs. The final four will make a real difference.
Who is the audience? Where can I find them? What do we want them to do? What can we offer that will be a value large enough to get them to do what we want them to do? How many different ways, make us an offer? How many chances we gave them opportunities to respond? What will we do after prospects accept the offer? How many different offers that we must do in order to obtain an acceptable number of prospects to become qualified leads? When will we know a prospect is ready to be sent to the sales team? How many sales prospects ready to do so we need to generate a warrant) the campaign, and b) consider it a success?
We know from experience and extensive third party research that 75% - 80% of prospects you generate will not be ready to talk to a sales person yet. But many of them will buy at a given time. This is where the marketing programs truly unique tactics ball. How will you maintain a relationship with the majority of your prospects, if all you have is a campaign?
When you think about what you do to advance the prospects after they accept the initial offer, you will go beyond simple request generation and in an effort to lead generation more complete with powerful results. You will see that the integration of multiple tactics produces a log.