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The Five Elements of a Best-in-Class Integrated Campaign
The document discusses the essential components of a successful B2B integrated campaign, emphasizing the need to focus on buyer needs rather than product-centric strategies. It outlines a framework involving five core components, including alignment among marketing, sales, and product functions, and stresses the importance of maintaining long-term campaign engagement. Additionally, it highlights the need for effective resource allocation and audience targeting to enhance campaign success.
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The Five Elements of a Best-in-Class Integrated Campaign
- 1. #COSeries The Five Elementsof a Best-in-Class Integrated Campaign SPONSORED BY:
- 2. #COSeries Follow This Webinaron LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Brian Anderson: @G3Brian SiriusDecisions: @siriusdecisions Craig Moore: @cramoore
- 3. #COSeries Register & AttendTo Win A Ticket To B2BMX ā¢ Earn 1 automatic entry when you register. ā¢ And second entry when you attend live. ā¢ Register & tune-in to all #COSeries live sessions for the best chance to win. ā¢ Winners announced each day of the series. Register For & Attend #COSeries Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #COSeries About Demand GenReport ā¢ Tracking strategies & solutions in lead generation & marketing tech since 2007 ā¢ Daily news and analysis, special reports, original research and live events ā¢ Newsletter reaches 45,000 readers ā¢ Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 5. #COSeries Questions, Tweets &Resources Submit your questions here Download todayās resources Join the conversation #COSeries
- 6. #COSeries How Are WeDoing?
- 7. #COSeries Panelists MODERATOR: Brian Anderson News Editor DemandGen Report Craig Moore Service Director, Marketing Operations Strategies SiriusDecisions @cramoore
- 8. Ā© 2018 SiriusDecisions.All Rights Reserved 8 Advisory Our Business Research-Informed Consulting Research-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face. Advisory Designed for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as-needed access to analysts, and best practice research ā including operational models and frameworks. Research-Enabled Learning Our learning solutions address practitionersā skills gaps and extend core concepts across teams to enable consistent execution. LearningConsulting EventsEvents SiriusDecisions Events deliver the latest actionable insight, data and best practices to optimize b-to-b sales, marketing and product performance. We offer five types of events that cater to our clients' and prospects' specific needs.
- 9. Ā© 2018 SiriusDecisions.All Rights Reserved 9 SiriusDecisions clients represent $3.5 Trillion of revenue in the b-to-b industry. Our clients are proven to grow 12X to 15X faster than their peersAnd a 34% higher profitability rate
- 10. The Anatomy ofa B-to-B Campaign Craig Moore Service Director, Marketing Operations Strategies April 23, 2018
- 11. Ā© 2018 SiriusDecisions.All Rights Reserved 11 Current State: Where B-to-B Organizations Struggle Product-centric Focus Strategic Misalignment Marketing Inefficiency
- 12. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 12 The Trouble with āCampaignsā This critical word is thrown around by many b-to-b organizations very haphazardly. āWeāre running a campaign for product X.ā āWeāre running a white paper campaign.ā āWe run 1,297 campaigns a year.ā āI know my campaign did well, because it produced a lot of leads.ā āThe communications team is running a campaign.ā
- 13. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 13 A complete, effective campaign is defined by five core components. ā¢ It is based on buyer need, not products that are being pushed ā¢ It is a rollup of four program families and the tactics they contain ā¢ It achieves six core jobs that when combined, drive corporate growth ā¢ Its active runtime is at least 12 months, and features a set of carefully choreographed activities ā¢ It aligns the activities of multiple functions via an interlock process So, What Is a Campaign?
- 14. Breaking Down theComponents Letās go inside the heart of a true b-to-b campaign
- 15. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 15 Personas Approver Functional Need: Solution is cost effective Business Process Owner Functional Need: Solution solves business process problem Infrastructure Owner Functional Need: Solution is secure, efficient Organizational Need: resolve a problem or address an opportunity One: Basing Campaigns on Buyer Needs B-to-b buyers donāt buy things for the heck of it; they buy what helps solve well-understood, critical business problems.
- 16. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 16 The days of the āwhite paper campaignā must cease to exist. Two: The Roll-Up of Programs and Tactics The building of awareness, interest and urgency around a theme The sourcing and nurturing of demand based on the theme The help with progression of opportunities sourced by the theme ā¢ Press release ā¢ Blog ā¢ Infographic ā¢ White paper ā¢ PPT ā¢ Video ā¢ Battlecard ā¢ Playbook ā¢ ROI tool CONTENT The knowledge building of external targets and internal audiences Market Intelligence Reputation Demand Creation Sales Enablement THE PROGRAM FAMILIES ā¢ Focus group ā¢ SWOT analysis ā¢ Internal survey ā¢ Briefing ā¢ Blog publication ā¢ Social posting ā¢ Email ā¢ Webcast ā¢ Event ā¢ Training ā¢ Engagement DELIVERY
- 17. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 17 Three: From Program Families to Jobs A campaign is a tightly orchestrated set of jobs that features inputs from a broad range of aligned marketing functions. Market Intelligence Reputation Demand Creation Sales Enablement THE PROGRAM FAMILIES 1. SEED SEEDSCommunications demand 4. ENABLE with content and tools developed by portfolio marketing. It is then ENABLEDdelivered to sales 3. NURTURE2. CREATE NURTUREDand CREATEDthat is 5. ACCELERATE sales receives ACCELERATION help from field marketing. When deals stall, 6. ENGAGE 6. ENGAGE customers are to drive renewal and advocacy. Then ENGAGED
- 18. Ā© 2018 SiriusDecisions.All Rights Reserved 18 SiriusDecisions Marketing Taxonomy Personas: To Whom the Tactics are Focused Campaigns: Are Theme-Based Program Families: Are the Execution Families Tactic Sets: Groups of Tactics Focused on a Common Purpose Marketing Planning: A Business Aligned Process Programs: Are the Execution Components Tactics: Are the Specific Actions
- 19. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 19 Four: Taking a Long-Term View In order for a campaign to āstick,ā an organization must commit to it for āthe foreseeable futureā. Market Intelligence Program Family Reputation Program Family Demand Creation Program Family Sales Enablement Program Family Needs-BasedTheme Seed Influencer Relations, Advertising, Industry Events, Social Media Seed Long-term Thought Leadership Nurture Create Inbound and Outbound Demand Programs Nurture Pre-MQL and Recycled Nurture Streams Enable Campaign Training, Portal Development, Early/Late Stage Enablement Accelerate Intra-pipeline and Last Mile Acceleration Seed Theme resonance testing and validation/optimization Accelerate Competitive Response Analysis Enable Enablement Feedback Surveys and Optimization Q1 Q7Q2 Q3 Q4 Q5 Q6 Engage Customer Onboarding Engage Customer Advocacy Case Studies
- 20. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 20 Campaigns bring together product, marketing and sales functions. Five: Interlock Over the Campaign Life Execution Comms CampaignRetirement Planning Corporate Sales Business Units Finance PersonaNeedsAssessment DefineCampaignThemes SalesandChannel Launch Quarterly Reviews Demand Center Portfolio Marketing Field Marketing
- 21. Campaign Design Considerations Backingdrivers of a best-in-class b-to-b campaign
- 22. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 22 Target Market and Program Emphasis Equal effort does not need to be given to each program family; use market segment characteristics to properly balance your efforts. SMBMID-MARKETENTERPRISE (ABM) 100% 0% Market Intelligence Reputation Demand Creation Sales Enablement
- 23. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 23 Scalability: The Nested Campaign High-level themes can be adapted downward into a larger organization as subsets or offshoots. High-level Theme Corporate Campaign The Dangers of ā¦ The Advantages of ā¦ ENABLE SEED Campaign 1 Product: 1 Product: n Campaign 2 Campaign 3 ā¦ENABLE NURTURE CREATE ACCELERATE SEED ENGAGE
- 24. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 24 ENGAGE ENABLE NURTURE ACCELERATE CREATE SEED Scalability: Targeting the Enterprise Campaign High-level themes remain consistent, and are adapted downward with an industry skew to match language and tactic preferences. High Level Needs-Based Theme Needs-based Campaign The Dangers of ā¦ The Advantages of ā¦ ENABLE SEED Financial Services Product: 1 Product: n Healthcare Energy Public Sector ā¦
- 25. Ā© 2018 SiriusDecisions.All Rights Reserved 25 Marketing Budget Allocation $ Campaigns Out of Campaigns Campaign 1 Campaign 2 Campaign 3 Campaign 4 Shared Svc Annual Event Comms Other 70% 30% ProgramsHeadcount & Capex 55% 45% Illustrative Proportions Campaign A Reputation Demand Creation Sales Enablement Market Intelligence Shared Services IndustryA IndustryB IndustryC Horizontal Creative Services Analyst Relations Web Public Relations R DC SE MI Campaign D IndustryA IndustryB IndustryC Horizontal 35% 15% 40%20% 30% Campaign Budgeting
- 26. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 26 Reconciling Campaigns with Planned Launches Categorizing product launches by business goals helps clarify the degree of lift required for marketing investment. Tier 1 Tier 2 Tier 3 Tier 4 Innovation Type New Offering Add-on Version Release Enhancement Go-to-Market Objective Market Creation Wallet Expansion Market Expansion Retention Innovation Investment Large-scale Medium-scale Medium-scale Small-scale Business Goals Dedicated Campaign or Align to Existing Campaign Campaign Strategy Align to Existing Campaign Align to Existing Campaign No Campaign
- 27. SiriusPerspective: Ā© 2016 SiriusDecisions.All Rights Reserved 27 Aligning Campaign Efforts to Buyer Audiences Audience categorization is a missing step in many b-to-b content factories, causing process breakdowns in campaign planning and content creation. Company Industry Region Enterprise (ABM) Buying Group Persona Persona Industry Region Enterprise (ABM) Buying Center Persona Persona Mid-market Buying Group Persona SMB Buying Group Persona Persona Not in Scope Target
- 28. SiriusPerspective: Ā© 2018 SiriusDecisions.All Rights Reserved 28 Understanding Marketingās Contribution Sourcing pipeline may not be the primary expectation of marketing; priorities vary across segment or account types. 28 Large: Strategic/ Enterprise Named/ Territory Small/Midsize and Non-Named Account Type Enablement >40% Demand 30%-40% Reputation <20% Demand >40% Enablement 20%-30% Reputation <20% Reputation >40% Demand 30%-40% Enablement <15% Pipeline KPI Averages Typical Program Balance Influenced: >75% Sourced: <10% Influenced: 60%-75% Sourced: 15%-25% Influenced: 50%-60% Sourced: 25%-45%
- 29. Ā© 2018 SiriusDecisions.All Rights Reserved 29 Critical Implications of Good Campaigns ā¢ Shift focus from products to the buyersā needs ā¢ Align marketing, sales and product to more effectively deliver value and drive revenue ā¢ More efficiently develop and use marketing content ā¢ Eliminate marketing waste and use scarce resources more effectively ā¢ Deliver meaningful contribution to all phases of the buyerās journey
- 30. Ā© 2018 SiriusDecisions.All Rights Reserved 30 Summit May 8 ā 10, 2018 Mandalay Bay, Las Vegas Summit Europe 3 ā 4 October, 2018 InterContinental London ā The O2 Summit APAC October 9, 2018 Marina Bay Sands, Singapore Technology Exchange November 7 ā 9, 2018 Hyatt Regency New Orleans
- 31. Ā© 2018 SiriusDecisions.All Rights Reserved 31 Feel Free to Contact Us Contact SiriusDecisions at: Email: [email protected] Phone: + 1 + (203) 665-4000 Web: http://www.siriusdecisions.com
- 32. #COSeries How Are WeDoing?
- 33. #COSeries Q&A / Panelists MODERATOR: BrianAnderson News Editor Demand Gen Report Craig Moore Service Director, Marketing Operations Strategies SiriusDecisions @cramoore
- 34. #COSeries Thank You ForAttending http://webinars.demandgenreport.com/campaign-optimization-series/2018/ Register for more sessions now thru April 27th! Please Join Our Next Session Today at 2PM ET / 11PM PT