What are key ingredients of a successful campaign launch ? How do you ensure that the launch is full proof
2 Answers
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • January 26
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 :))
1374 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • January 10
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).
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