Marketing campaigns are great for generating short-term but intense market attention on a brand initiative.
While most B2B marketing tactics are like marathons—long-term approaches like content marketing, SEO, and social media—campaigns are sprints, a high level of activity over a short period of time. B2B campaigns typically last three weeks to three months.
Common examples of B2B marketing campaigns include promotion of:
- Newly released eBooks or white papers
- Research reports (original, sponsored, or analyst-produced)
- Company-sponsored live events (user groups, road shows)
- Contests (e.g., photo or video contests to collect user-generated content)
- New channel partnerships
- New product releases
Creating successful B2B marketing campaigns that hit the bulls eye instead of missing the target requires careful planning of messages, media, and timing.
It’s also vital to communicate the details and goals of the campaign ahead of time to make sure your sales force, other employees, channel partners, and anyone else who may get involved after the fact understand the campaign and their roles.
My B2B Marketing Campaign Design and Execution Services
Objectives / type and budget planning:
- lead generation
- competitive displacement
- cross sell
- upgrade/update/EOL/product migration
Target market identification / persona(s) development
Plan and timeline creation
Media mix planning (Where are your prospects?):
- paid and earned
- direct mail
- trade shows
Call(s)-to-action design (what do they want/need, what will spark interest?)