Tips about running an effective marketing campaign to meet sales goal


Marketing isn’t somebody’s responsibility – [it’s] everyone’s responsibility. – Jack Welch

In business, a company needs to earn revenue and so it has to sell its product or services. A sales team is the most preferred way to reach the customer in business-to-business (B2B) market as well as in business-to-customer (B2C). Salespeople call prospects and customers, but they can only do so much in a day.

Marketing campaigns can dramatically increase a company’s reach to its potential customers. A marketing campaign is a series of communication with your market to communicate a key message. The key word is “series” since it usually takes multiple communications for your audience to recognize your message and respond.

Marketing campaigns may use one or more of the following avenues:

  • Email, search, banners and other online marketing
  • Social media based marketing and social media community management by themselves or using branding agencies
  • Publicity related campaign
  • Direct postal mail
  • Telemarketing
  • Trade shows and events
  • Branding the company product and services
  • Getting leads of potential customers
  • Print, radio and other “traditional” media

Here are three sample marketing campaigns:

Campaign 1: How to generate new leads?

  1. Use search engine optimization to generate traffic to your website.
  2. Prospect requests’ information via email.
  3. Email the requested information.
  4. Call the prospective clients, qualify the prospective clients further and determine next steps.

Campaign 2: Driving existing and prospective clients to your trade show booth

  1. Mail a postcard to the attendees 3 weeks before the show; invite them to your booth with an intriguing incentive.
  2. Mail a special invite to key prospective clients and existing customers for a VIP reception. Ask them to RSVP by phone, email or URL.
  3. Call key prospects and customers as a second effort.
  4. Send an email to all confirmed attendees 3 days before the event.
  5. Email the non-respondents one last time.

Campaign 3: Hitting your market with a special offer

  1. Run banner ads on industry websites and send targeted email newsletters.
  2. Send out special emails to your house list.
  3. Create an intriguing story and tie it to your offer. Write a search-optimized press release and post it on your site; distribute releases and pitch to a key industry reporter.
  4. Run a series of paid search ads.

In business-to-business (B2B), it’s always best to start with your company’s annual goals and develop campaigns to meet those numbers. For example, when you know how many new customers you need, you can calculate how many leads you’ll need, then design campaigns to generate those leads throughout the year.

With solid planning, a jolt of creativity, and focus on target, you’ll be in a strong position for success.

Some key steps to remember when running a marketing campaign:

Before you begin

Your brand and pricing strategies may play a significant role in your marketing efforts, so nail down those strategies before launching any major campaigns.

Create separate marketing campaign for each of your distribution channels. You will also need to refer to your sales process to estimate revenue and return of investment (ROI) for each campaign.

Quantify your goals

Planning of marketing campaign should align with your annual revenue and volume goals. For example, if you’re trying to generate 100 new customers, figure out how many leads you’ll need and when you’ll need them. In general, sales funnel says 10% rule for targeted telemarketing, which means to generate 100 leads, your telemarketers should talk to 1000 potential customers.

Think about how you’ll use different media. For example, your sales team may be able to generate 30% of your leads through prospecting; the rest may come from telemarketing, email, direct mail, search marketing, webinars, trade shows and more.

Generate campaign ideas and strategies

Identify all the business goals of the company that will need marketing support. You may need campaigns to generate and nurture prospects, sell directly or through a channel, or market to existing customers.

Evaluate and brainstorm ideas and options: traditional sales activities, internet marketing, telemarketing, direct mail, e-mail, publicity and more.

Target your audience

With more specific targeting, you can speak more directly to the prospective clients and raise your response rates in the process.

If you include every detail about your product and company, it’s easy for prospects to become overwhelmed. Just move a prospect one step at a time.

Be creative — your market is bombarded with messages daily, so grab their attention and engage them.

Plan to measure the effectiveness of your campaign

When you measure your campaigns, it’s easier to decide better campaign next time around. As you will know, which campaign produces the highest return?

Establish how you’ll measure each campaign. If there are variables you can’t measure, decide how you will account for those results.

Identify how you’ll capture the data you’ll need – unique phone numbers, unique URLs, etc.

Plan your fulfillment

Your fulfillment processes can help or hurt your close rate, so make sure you outline your requirements. For example, if you’re running a campaign where prospects request a software demo and it doesn’t arrive for a week, your prospects may lose interest.

Continually test and improve

Even on a small campaign, you can evaluate your ad, copy, list or other factors before you spend your entire budget.

Choose a subset of your list or two versions of an ad; test them in small quantities and choose the best one for rollout. Then you can test a second variable against the winner in the first test.

Keep the testing cycle going and track your results over time. You’ll improve your response rates and return on investment.

After Marketing Campaigns

Include your major campaigns in your annual marketing plan and budget, then implement your plans and strategies throughout the year: email marketing, business development, trade shows, publicity, online advertising, customer retention and more.

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