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Develop Campaign Strategies B2B marketers can use a wide range of media to communicate with the market. The first step is to look at your business goals. What do you need to accomplish?

# 1.

Business goals (check yours; link takes you to the media you can use) Generate new leads

Description/purpose of a marketing campaign used to reach this goal To generate new leads

2.

Qualify leads

To better qualify and rank leads so you can segment them and then follow up based on their timeframe and likelihood of buying

3.

Nurture existing leads

To communicate with leads that are in the pipeline but may not be ready to buy or take the next step; a nurturing campaign reminds them of your value and provides information that can help move them along

4.

Direct sales

Close deals within a short time period – a campaign to encourage people to “buy now”

5.

Branding

Increase awareness of your company, product and/or people in your market; communicate the value you provide and what you stand for

6.

Cross-sell to existing customers

Encourage current customers to buy related products or services

7.

Up-sell existing customers

Encourage current customers to upgrade their existing product or increase the quantity or frequency of their purchases

8.

Nurture existing customers

To communicate with existing customers and reinforce the value you provide

9.

Generate referrals

To encourage customers or prospects to supply you with qualified referrals

10.

Training

To train current customers, new customers, or even prospects to use your product; train distributors, channel partners, even your own employees

Marketing Campaigns  Develop Campaign Strategies

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For each goal you checked, move to that section to learn about the different media options available and how you can use them.

1. OBJECTIVE: GENERATE NEW LEADS Here are the media that are most appropriate for lead generation campaigns – check those that you believe are appropriate for you. SALES FORCE

OVERVIEW

PROS

CONS

Reps find their own prospects or cold call from lists you purchase

Reps can really engage a prospect on the phone

Extremely timeconsuming; takes many hours away from other sales activities

OVERVIEW

PROS

CONS

Use a team of telemarketers to call targeted lists and identify leads

Lets sales team focus on selling, not cold calling; typically more cost-effective

Needs good management; needs space and equipment; typically high turnover

OVERVIEW

PROS

CONS

Online advertising

Run ads on targeted websites or email newsletters

Targeted; measurable; easy to test and improve

You’re driving them to your site and site has to convert; needs compelling message (space limitations)

Email campaigns

Buy or rent a subscriber list and send a short but compelling email

Targeted; measurable; easy to test and improve

You’re driving them to your site and site has to convert; should be implemented through an email service provider

Organic search

“Optimize” your website so it appears on the search engines when prospects look for info you can provide

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Site needs to be carefully designed and updated regularly; need to use other internet marketing techniques to raise your profile; can be difficult to rank for anything but very targeted words

Paid search

Buy “paid” or

Extremely timely;

Competition for high-

Cold calling

TELEMARKETING Outbound calling

INTERNET

Marketing Campaigns  Develop Campaign Strategies

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“sponsored” listings on search engines – they appear when users type in the keywords you’ve bid on

brings qualified prospects straight to you; can generate a lot of traffic to your site

traffic words has driven up prices so you have to focus on converting those visitors with good ads and a custom landing page

Webinars

Create an online seminar and market it as a great source of information for potential prospects

Can reach many prospects in a short timeframe; less expensive than travel/live events

Need to market the webinar itself – it’s an offer to get prospects in the door. Need compelling content and a technology provider to deliver it.

Viral campaigns

Create an email offer or story that’s meant to be forwarded; encourage recipients to click through to your website

Can reach a wide audience in a short period of time

Needs to be very creative; needs a good offer and good website; technique is more appropriate for consumer marketers than B2B

OVERVIEW Display in the convention hall at a trade show; potentially hold an invite-only or open event offsite

PROS Business buyers use shows to find vendors; many prospects and customers in one place; your competitors are there

CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive

Create a live seminar, educational breakfast or luncheon, networking or fun event to educate and identify new prospects

Identify prospects who are in the “research” phase so you can engage them early; face-to-face is powerful

Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

OVERVIEW

PROS

CONS

Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

Better chance of gaining actual coverage; can generate interest among your target audience and encourage them to

Need a good creative angle; need to call up reporters with a brief pitch and treat the publicity process as a sales process

TRADE SHOWS & EVENTS Trade show exhibits or events

Seminars or events you create

PUBLICITY Product- or solution-related stories

Marketing Campaigns  Develop Campaign Strategies

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contact you Distribute press releases (and optimize for the web)

Write standard and web-oriented press releases to announce your news; put them on website and distribute; use in sales materials

Easy; search-optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional publications

Need a good story to really gain coverage

Speaking engagements

Give speeches or participate in industryoriented panels during seminars, trade shows, etc.

Reach a targeted audience; establish credibility; position your company as a leader during an event that draws potential prospects

Not measurable; need to establish your leadership before being invited to participate

Use blogs

You can use a company blog to discuss issues in your marketplace

Reach a targeted audience and establish credibility; position your company as a leader in the industry

Be CARFUL that you aren’t overtly promoting your company/product /service. Bloggers are savvy and won’t respond well to companies using blogs to sell themselves.

OVERVIEW

PROS

CONS

Simple sales letters or postcards

Briefly introduce your solution with a strong call-to-action. Or use the letter to say you’ll be calling or emailing shortly – you may lift response on the second “touch”

Easy to execute; less expensive than other mail options

May not reach the addressee; should be addressed to decisionmaker; must be followed up with another touch – doesn’t stand alone when you’re sending a cold mailing

Special mailpiece for a particular campaign

Develop a brochure or custom piece and mail to targeted prospects

Can be compelling

Postage, production and list costs can be prohibitive; should be followed up with another touch – rarely

DIRECT MAIL

Marketing Campaigns  Develop Campaign Strategies

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stands alone when you’re sending a cold mailing TRADITIONAL MEDIA Print ads

OVERVIEW Run ads in targeted journals, newspapers and/or magazines

PROS Reach targeted audience; you have more space and a few more seconds to grab their attention than online media

CONS More difficult to measure; need to run regularly; must pay for media and the production cost of the ad(s)

Yellow pages

Run an ad in a yellow pages directory

Appear before prospects who are actively looking for you

Only appropriate for reaching a particular location; may not be a good way to reach your prospects

Radio

Run spots on a talk-radio or business program

Can be an intriguing way to get your message across in a particular location

Not as targeted as other media; must run regularly to create awareness; needs strong call-to-action

Outdoor

Run ads on billboards, buses, or other outdoor signage

Can reach out to a particular geography

Only targets by geography and the demographic group that sees that particular location

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Marketing Campaigns  Develop Campaign Strategies

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Return to list of goals.

2. OBJECTIVE: QUALIFY LEADS Here are good options for qualifying leads you’ve already identified – check those that you believe are appropriate for you. SALES FORCE Sales activities

OVERVIEW Reps making calls, delivering presentations, etc. to move a prospect forward

PROS Good reps can really engage and qualify a prospect; personal relationship may be critical in your sales process

CONS If you have a lot of general leads coming in, it could be very time-consuming for reps to follow up and qualify

TELEMARKETING Outbound calling

OVERVIEW Use a team of telemarketers to call leads that have come in; ask qualifying questions and determine next steps

PROS Lets sales team focus on prospects after they’re fully qualified; sales team is more productive

CONS Needs good management; need space and equipment; typically high turnover; need enough training to handle call effectively

Create an incentive to get prospects to call for info, or just use telemarketing team to handle blind inbound calls

Lets sales team focus on prospects after they’re fully qualified; sales team is more productive

Needs good management; need space and equipment; typically high turnover; need enough training to handle call effectively

INTERNET Email campaigns

OVERVIEW Send an individual email or a large campaign to educate current leads; encourage them to click through and respond to qualifying questions or take advantage of an offer

PROS Targeted; relatively low cost; measurable; easy to test and improve

CONS May have to be sent ondemand, so your system will need to do so; large campaigns should be sent through an email service provider

Webinars

Encourage prospects to attend or download a webinar to learn more

Can reach a lot of prospects in a short timeframe; less

Need compelling content and a technology provider to deliver it.

Inbound call handling

Marketing Campaigns  Develop Campaign Strategies

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Ongoing email newsletters

TRADE SHOWS & EVENTS Trade show exhibits or events

Seminars or events you create

about a subject if they’re ready; can help to further qualify their needs and prioritize them in your pipeline

expensive than live meetings; can educate prospects on their own terms

Get prospects to sign up for an ongoing newsletter; make sure there’s content to guide early-stage prospects; encourage them to take action and further qualify themselves

Targeted; relatively low cost; measurable; easy to test and improve

Drives users to your website – you’ll need special landing pages and a good content management system; newsletters must have strong content; you typically send one newsletter to everyone on your email list, so it isn’t focused on qualifying prospects

OVERVIEW Encourage prospects to visit you at your booth or set up an event for existing prospects – focus on further qualifying them

PROS Business buyers use shows to find vendors; many prospects and customers in one place; your competitors are there

CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive

Create a live seminar, educational breakfast or luncheon, networking or fun event to educate and qualify existing prospects

Identify prospects who are in the “research” phase so you can engage them early; face-to-face is powerful

Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Marketing Campaigns  Develop Campaign Strategies

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Return to list of goals.

3. OBJECTIVE: NURTURE EXISTING LEADS Here are good options for nurturing leads that are already in your pipeline – check those that you believe are appropriate for you. SALES FORCE Sales activities

OVERVIEW Reps making calls, delivering presentations, etc. to move a prospect forward

PROS In most B2B companies, a direct sales force needs to drive the sales process

Sometimes sales reps just need to focus on relationship-building with their prospects

Can be critical in establishing trust for a big deal

TELEMARKETING Outbound calling

OVERVIEW Use a team of telemarketers to call existing prospects using a script to try to move them along in the sales process

PROS Can be more costeffective than using high-powered outside sales reps; a trained telemarketer can usually sell better than a generic marketing campaign

CONS Needs good management; need space and equipment; typically high turnover; need enough training to handle call effectively

INTERNET Email campaigns

OVERVIEW Send an individual email or a large campaign to educate current leads; encourage them to click through and respond to qualifying questions or take advantage of an

PROS Targeted; relatively low cost; measurable; easy to test and improve

CONS Need to offer compelling content and a reason for them to read; campaigns should be sent through an email service provider

Relationship activities

Marketing Campaigns  Develop Campaign Strategies

CONS None, but using other marketing vehicles in addition to the sales team’s activity can shorten the sales cycle When they’re out having fun, reps can lose sight of the goal – to close the deal; using other marketing vehicles in addition to the sales team’s activity can shorten the sales cycle

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offer Webinars

Encourage prospects to attend or download a webinar to learn more about a subject if they’re ready; can help to further qualify their needs and prioritize them in your pipeline

Can reach a lot of prospects in a short timeframe; less expensive than live meetings; can educate prospects on their own terms

Need compelling content and a technology provider to deliver it

Ongoing email newsletters

Get prospects to sign up for an ongoing newsletter; make sure there’s content to guide early-stage prospects; encourage them to take action and further qualify themselves

Targeted; relatively low cost; measurable; easy to test and improve

Drives users to your website – you’ll need special landing pages and a good content management system; newsletters must have strong content; you typically send one newsletter to everyone on your email list, so it isn’t focused on qualifying prospects

OVERVIEW Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

PROS Better chance of gaining actual coverage; builds good credibility with existing prospects; may help them take the next step

CONS Difficult to measure the impact of these stories; need a good creative angle; need to call up reporters with a brief pitch and treat the publicity process as a sales process

Distribute press releases (and optimize for the web)

Write standard and web-oriented press releases to announce your news; put them on website and distribute; can send to existing prospects if it’s relevant

Easy; search-optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional publications

Need a good story to really gain coverage

Speaking engagements

Give speeches or participate in industryoriented panels during

Position your company as a leader; builds credibility with existing

Not measurable; need to establish your leadership before being invited to

PUBLICITY Product- or solution-related stories

Marketing Campaigns  Develop Campaign Strategies

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TRADE SHOWS & EVENTS Trade show exhibits or events

Seminars or events you create

DIRECT MAIL Special mailpiece

seminars, trade shows, etc

prospects

participate

OVERVIEW Encourage prospects to visit you at your booth or set up an event for existing prospects – focus on moving them forward

PROS Good way to keep in touch with existing prospects; can be compelling

CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive

Create a live seminar, educational breakfast or luncheon, networking or fun event to educate and qualify existing prospects

Offer valuable information to prospects who need it; face-to-face is powerful

Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

OVERVIEW Develop a brochure or custom piece and mail to targeted prospects to keep them engaged and provide info

PROS Can be compelling

CONS Postage, production and list costs can be prohibitive; should be followed up with another touch – rarely stands alone

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals.

4. OBJECTIVE: DIRECT SALES

Marketing Campaigns  Develop Campaign Strategies

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Here are the media that are most appropriate for a direct sales campaign – check those that are appropriate for you. SALES FORCE Phone call or meeting to ask for the order

OVERVIEW Reps call on prospects with a very specific offer

PROS Skilled reps may be needed to close deals; measurable, tractable, good market feedback

CONS Labor-intensive; limited by the size of your sales force

TELEMARKETING Outbound calling

OVERVIEW Use a team of telemarketers to call a list with a special offer; list can be the house list, purchased or rented

PROS Using telemarketers rather than sales reps can be more costeffective, particularly if there’s already a relationship with the prospect

CONS Hard sales technique may not be appropriate for your offer; needs good management; need space and equipment; typically high turnover

Create a direct-response offer in another media; prospects call to place order and reps can upsell or cross-sell

Live reps can do the best job of cross-selling, up-selling and answering questions NOW

OVERVIEW Run ads on targeted websites or email newsletters

PROS Targeted; measurable; easy to test and improve

It’s critical to project your call volume and staff appropriately so you won’t drop calls and lose sales; need space, equipment and people CONS Need compelling message in your campaign; need a special landing page for the promotion

Email campaigns (if your site offers e-commerce)

Buy or rent a subscriber list or send the campaign to your house list; compel them to click to your website to learn and buy

Targeted; measurable; easy to test and improve

You’re driving them to your site and site has to convert; should be implemented through an email service provider

Organic search (if your site offers ecommerce)

“Optimize” your website so it appears on the search engines when prospects are searching for products/services you sell

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Can’t depend on ranking for specific keywords; can’t specifically focus on particular offers or timeframes

Inbound call handling

INTERNET Online advertising (if your site offers e-commerce)

Marketing Campaigns  Develop Campaign Strategies

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Paid search (if your site offers ecommerce)

Buy “paid” or “sponsored” listings on search engines – they appear when users type in the keywords you’ve bid on

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Competition for hightraffic words has driven up prices so you have to focus on converting those visitors with good ads and a custom landing page

Viral campaigns (if your site offers e-commerce)

Create an email offer that’s meant to be forwarded; encourage recipients to click through to your website

Can reach a wide audience in short period of time

Technique is more appropriate for consumer marketers than B2B; need a good offer

OVERVIEW Write standard and web-oriented press releases to announce your sale (but make them newsworthy and interesting); put them on website and distribute

PROS If you get coverage, it could drive a lot of traffic; searchoptimized releases can generate very targeted search traffic and help in search rankings;

CONS Need a good newsworthy story to gain coverage

Use a blog to discuss issues in the marketplace

Reach a targeted audience quickly

Be careful that you aren’t overtly promoting your product

OVERVIEW Use mail to grab prospects and encourage them to buy via your website or phone call

PROS Easy to execute; less expensive than other mail options

CONS May not reach the addressee; should be addressed to decisionmaker; may need tracking

Develop a brochure or custom piece to drive sales on your site, an inbound call or a follow up call

Can be compelling

Postage, production and list costs can be prohibitive; should be followed up with another touch

OVERVIEW Run ads in targeted journals, newspapers and/or magazines

PROS Reach targeted audience; you have more space and a few more seconds to grab

CONS If your offer is timesensitive, some print publications aren’t a good fit; must pay for media

PUBLICITY Create a story specifically designed to help sell; distribute a press release (and optimize for the web)

Use blogs

DIRECT MAIL Simple sales letters or postcards

Special mailpiece for a particular campaign

TRADITIONAL MEDIA Print ads

Marketing Campaigns  Develop Campaign Strategies

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Radio

Run spots on a talk-radio or business program

their attention than online media

and the production cost of the ad(s); should track response with unique phone numbers and URLs

Can be an intriguing way to get your message across in a particular location

Not as targeted as other media; must run regularly to create awareness; needs strong call-to-action

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals.

5. OBJECTIVE: BRANDING Here are the media that are most appropriate for a B2B branding campaign – check those that are appropriate for you. INTERNET Online advertising

Organic search

OVERVIEW Run ads on targeted websites or email newsletters

PROS You can create ads with high impact and good targeting

CONS Even though it’s a brandoriented campaign, you should still create landing pages to convert visitors into prospects

“Optimize” your website so it appears on the search engines when prospects look for info you can provide

Appearing high in search results helps keep your name in front of your market

Need to use other internet marketing techniques to raise your profile; can be difficult to rank for anything but very targeted words

Marketing Campaigns  Develop Campaign Strategies

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Viral campaigns

Create a story or material that’s meant to be forwarded; encourage recipients to click through to your website

Can reach a wide audience in short period of time

Needs to be very creative; need a good campaign theme and good website

Ongoing email newsletters

Send useful information to your market

Useful content will help support your brand

Good content is necessary to add value and not always easy to obtain.

OVERVIEW Display in the convention hall at a trade show; potentially hold an invite-only or open event offsite

PROS Business buyers use shows to find vendors; many prospects and customers in one place; your competitors are there

CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive

Create a live seminar, educational breakfast or luncheon, networking or fun event to educate and identify new prospects

Identify prospects who are in the “research” phase so you can engage them early; face-to-face is powerful

Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

OVERVIEW Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

PROS Better chance of gaining actual coverage; can generate interest among your target audience and encourage them to contact you

CONS Need a good creative angle; need to call up reporters with a brief pitch and treat the publicity process as a sales process

Write standard and web-oriented press releases to announce your news; put them on website and distribute; use in sales materials

Easy; search-optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional

Need a good story to really gain coverage

TRADE SHOWS & EVENTS Trade show exhibits or events

Seminars or events you create

Events you sponsor PUBLICITY Product- or solution-related stories

Distribute press releases (and optimize for the web)

Marketing Campaigns  Develop Campaign Strategies

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publications Speaking engagements

Give speeches or participate in industryoriented panels during seminars, trade shows, etc.

Reach a targeted audience; establish credibility; position your company as a leader during an event that draws potential prospects

Not measurable; need to establish your leadership before being invited to participate

DIRECT MAIL Special mailpiece for a particular campaign

OVERVIEW Develop a brochure or custom piece and mail to targeted prospects

PROS Can be compelling

TRADITIONAL MEDIA Print ads

OVERVIEW Run ads in targeted journals, newspapers and/or magazines

PROS Reach targeted audience; you have more space and a few more seconds to grab their attention than online media Can be an intriguing way to get your message across in a particular location

CONS Postage, production and list costs can be prohibitive; should be followed up with another touch – rarely stands alone when you’re sending a cold mailing CONS More difficult to measure; need to run regularly; must pay for media and the production cost of the ad(s)

Radio

Run spots on a talk-radio or business program

Outdoor

Run ads on billboards, buses, or other outdoor signage

Can reach out to a particular geography

Not very targeted; must run regularly to create awareness; needs strong call-to-action Only targets by geography and the demographic group that sees that particular location

Ideas:

Marketing Campaigns  Develop Campaign Strategies

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Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals.

6. & 7. CROSS-SELL OR UP-SELL TO YOUR EXISTING CUSTOMERS Here are the media that are most appropriate for a direct sales campaign – check those that are appropriate for you. SALES FORCE Phone call or meeting(s)

OVERVIEW Reps call on their customers to personally cross- or up-sell

PROS Skilled reps may be needed to close deals; measurable, trackable, good market feedback

CONS Limited by the size of your sales force

TELEMARKETING Outbound calling

OVERVIEW Use a team of telemarketers to call your customers with a special offer

PROS Using telemarketers rather than sales reps can be more costeffective

CONS Not appropriate unless you don’t have a personal relationship via a sales rep or account manager; needs good management; need space and equipment; typically high turnover

Create a direct-response offer in another media (email, mail) and encourage your customers to call

Live reps can do the best job of cross-selling, up-selling and answering questions

It’s critical to project your call volume and staff appropriately so you won’t drop calls and lose sales; need space, equipment and people

OVERVIEW Email your customers with a special incentive to place an order; OR use an existing email newsletter

PROS Measurable; easy to test and improve

CONS You’re driving them to your site and site has to convert; should be implemented through an email service provider

Put your offer on your

Measurable; easy to

Site just needs to convert

Inbound call handling

INTERNET Email campaigns

Website

Marketing Campaigns  Develop Campaign Strategies

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DIRECT MAIL Simple sales letters or postcards

Special mailpiece for a particular campaign

website if customers visit regularly

test and improve

OVERVIEW Let your customers know the benefits and offer via a personalized letter or a quick postcard; you can encourage them to buy via your website or phone call

PROS Easy to execute; less expensive than other mail options

CONS Make sure it sends the right message to your customers

Develop a brochure or custom piece to drive sales on your site, an inbound call or a follow up call

Can be compelling

Postage, production and list costs can be prohibitive

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals.

8. OBJECTIVE: NURTURE CUSTOMERS Here are good options for nurturing your current customers – check those that you believe are appropriate for you. SALES FORCE Relationship activities

OVERVIEW Sometimes sales reps just need to focus on

Marketing Campaigns  Develop Campaign Strategies

PROS Very important in a lot of industries; sales reps

CONS Can take a lot of time

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relationship-building with customers

can glean a lot of important information about the account

TELEMARKETING Outbound calling

OVERVIEW Use a team of telemarketers to call customers, touch base, ask questions, and provide some valuable info that they think will help the customer’s business

PROS Good if you don’t have a personal relationship with a large customer base; a trained telemarketer can usually sell better than a generic marketing campaign

CONS Needs good management; need space and equipment; typically high turnover; need enough training to handle call effectively

INTERNET Email campaigns

OVERVIEW Develop an email campaign to announce something relevant that’s happening in your industry – just to keep your customers up on the latest and greatest, as long as it’s completely relevant to their own business

PROS Targeted; relatively low cost; good way to touch current customers; measurable; easy to test and improve

CONS Make sure the content is truly relevant; campaigns should be sent through an email service provider

Webinars

Create a webinar just for current customers – it could focus on training or education that will help them in their business

Can reach a large group of customers in a short timeframe; provides great value if welldone; less expensive than live meetings; can improve their use of your product and help you up-sell and crosssell in the future

Need compelling content and a technology provider to deliver it.

Ongoing email newsletters

Develop a regular newsletter for your current customers; make sure there’s intriguing content that will encourage them to read OVERVIEW

Great way to keep in front of your customers regularly; good way to keep your database updated (if email changes, call them)

Needs to be integrated with your website – you’ll need a good content management system.

PROS

CONS

PUBLICITY

Marketing Campaigns  Develop Campaign Strategies

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Speaking engagements

Give speeches or participate in industryoriented panels during seminars, trade shows, etc. – particularly those that are well-attended by your customers

Reinforces your message to your current customers; lets them see your company as an industry leader and innovator; good opportunity to mingle afterward

Not measurable; need to establish your leadership before being invited to participate

TRADE SHOWS & EVENTS Trade show exhibits or events

OVERVIEW Create special events during trade shows, or sponsor arts/sporting events and enjoy the events with your customers

PROS Good way to bond with customers; can be compelling

CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive

Create a live seminar, educational breakfast or luncheon, networking or fun event to bring customers together

Offers valuable information to customers who need it; face-to-face is powerful

Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

Seminars or events you create

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals.

9. OBJECTIVE: GENERATE REFERRALS Here are good options for nurturing your current customers – check those that you believe are appropriate for you.

Marketing Campaigns  Develop Campaign Strategies

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SALES FORCE Relationship activities

OVERVIEW Have reps only ask for referrals; create a plan to make sure they do it on a regular basis (perhaps once per quarter)

PROS Easy and effective

CONS None

INTERNET Email campaigns

OVERVIEW Create an email campaign asking for referrals; provide an incentive for doing so

PROS Relatively low cost; measurable; easy

CONS Less personal than asking in person; need to set up the fulfillment procedure on your website; send email campaigns through an email service provider

Use your ongoing newsletter to promote a referral campaign

Relatively low cost; measurable; easy

Less effective than a specific email or asking in person; need to set up the fulfillment procedure on your website

TRADE SHOWS & EVENTS Trade show exhibits or events

OVERVIEW Create a VIP event at a trade show, a sporting or arts event, then invite current customers and their guests – use the event to gather names and develop relationships with new prospects

PROS Nurture customers and gain new prospects at the same time

CONS You’ll need to figure out how to get new prospects to come, not just friends and family; lots of logistics; can be expensive

Seminars or events you create

Create a live seminar, educational breakfast/ luncheon or networking event. Let your current customers refer their colleagues or other companies to participate at no cost

Creative way to generate new prospects if you have valuable content for the seminar

Lots of logistics; can be expensive depending on scope; need to market the event; need great material for the event

Ongoing email newsletters

Ideas:

Marketing Campaigns  Develop Campaign Strategies

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Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals.

10. OBJECTIVE: TRAINING Here are good options for training current customers, distribution channel partners, employees or prospects – check those that you believe are appropriate for you. INTERNET Webinars

OVERVIEW Create an online seminar to train your group; deliver it live and put an archive on your website so people can access it on-demand

PROS Can reach many people in a short timeframe; audience can participate; less expensive than travel/ live events

CONS Can’t do one-on-one coaching; need a technology provider to deliver it and create the archive file.

Ongoing email newsletters

Use your ongoing newsletter to provide educational and training tips

Relatively low cost; measurable; easy

Not effective if people have different training needs at different times

Use blogs

If you have a company blog, use it to post training tips and have your audience comment and participate

Good for providing ongoing tips and building a community; can help you rank more highly in search engines; can reach beyond your current customers

Not appropriate if you need serious training and coaching in one sitting

OVERVIEW Deliver your training live

PROS Face-to-face is powerful; two-way

CONS Lots of logistics; can be expensive depending on

TRADE SHOWS & EVENTS Seminars or events you create

Marketing Campaigns  Develop Campaign Strategies

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OTHER Traditional training guide

OVERVIEW Develop a printed manual, online tutorial or other static piece

feedback; easier to build relationships

scope

PROS Easily to reference; doesn’t require an event

CONS Impersonal; needs to be engaging to be effective; production costs; must be updated

Ideas:

Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-of-quarter.

Return to list of goals. Campaign list & calendar Now that you’ve identified your business goals and reviewed media options and potential timing, start creating a master list. BUSINESS GOAL (lead generation, direct sales, etc.)

CAMPAIGN CONCEPT: Media to use and any ideas for the campaign

Marketing Campaigns  Develop Campaign Strategies

START DATE

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Now that you have a list of ideas, your next step is to think about your message and offer for each campaign.

Marketing Campaigns  Develop Campaign Strategies

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Marketing Campaign Media for Strategies  

Match marketing campaign media to 10 different business strategies to design integrated marketing campaigns.

Marketing Campaign Media for Strategies  

Match marketing campaign media to 10 different business strategies to design integrated marketing campaigns.

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