What are key ingredients of a successful campaign launch ? How do you ensure that the launch is full proof

First, I’d like to define a B2B campaign as a set of tactics that will drive pipeline revenue for a particular solution or a market segment. The campaign timeline can span over a quarter or 6+ months.

To launch a successful campaign you first need to answer these 5 questions.

• What are the campaign goals
• Begin with the end in mind.
• Keep your eyes on the prize and optimize relentlessly
• Who is the Target audience
• Persona - Business and technical buyer
• Segment - Enterprise, Mid-market, SMB
• Geo - North America, EMEA, LATAM, APAC
• Verticals
• What is the value proposition
• What are the buyer pain points
• How can our solution help solve
• Why should they choose us over competitors
• What is the content mix by persona and buyer jobs to be done
• Buyer jobs to be done including problem identification, sol exploration, req building, vendor selection, validation and consensus building. Be sure to include different formats such as e-books, checklists, analyst content, video demos etc
• By persona - business buyer and/or technical buyer
• What is the budget
• This will guide the channel/tactic mix
• Define the tactic mix including both
• Paid media - paid search, paid social, third party programs, trade shows
• Owned media - website, email nurture, webinars, blogs

Once you have the answers you are ready to plan and launch a solid campaign.

Pro tip: Don't wait for everything (ads, emails, landing pages etc.) to be perfect. The mantra is to launch and optimize :))

The key ingredients of a successful campaign launch are below. This is focused on what's within your control to ensure it is full proof.

• Tracking. Do you have event tracking in place? A way to measure revenue and or contribution to pipeline?
• Clarity on desired outcomes. What success metrics are you tracking towards? What are you trying to learn from the campaign? Clarity on this from the start is critical.
• KPI measurement. How are you going to communicate outcomes? Do you have a dashboard that measures performance?
• Documented process. Do you have a project/campaign plan? Having a campaign blueprint enables the campaign to be as full proof as possible (or within your control).