The Anatomy Of A Next-Gen B2B Campaign
This morning at the SiriusDecisions Summit, Tony Jaros and Craig Moore highlighted the need for marketers and salespeople to think differently about campaign initiatives.
SiriusDecisions glossary term:
Campaign- a tightly orchestrated set of jobs that feature inputs from a broad range of aligned marketing functions.
So how does the campaign “chain of events” look? Your outward communication with prospective buyers seeds your demand, and that demand is loaded up into your salesforce and nurtured. The salesforce is enabled with content and tools developed by sales and marketing to help accelerate the deal.
In order for a campaign to stick, though, according to SiriusDecisions, an organization must commit to it for more than a week. We talk a lot about thought leadership, particularly as it relates to content marketing collateral. These thought leadership efforts will need to be accentuated and supported, and that takes time, Jaros said.
“Sending out one piece of content is just not good enough,” he said. “It needs to be a continuous effort of prioritizing the solving of one need over others.”
How do you make case? Sales enablement!
Sales enablement is not a one size fits all endeavor, and organizations have to consider the various campaign types to understand how to progress prospects effectively. Campaign types:
1. New concept- Here you’re dealing with prospects who have an unrealized need. You need an investment emphasis that focuses on demand creation to identify early adopters that are not fully aware of their need yet. Educate the market and help them realize the need.
2. New paradigm- Ask customers to change the way they solve an existing problem. Balance efforts between demand creation, sales enablement and reputation. Identify alternative solutions that provide business value. Focus on sales enablement to provide tools and resources that demonstrate value in your solution.
3. Established market- You’re dealing with experienced buyers: people who understand products and market well. They need to see compelling value for solutions and services that help them make and save money. SiriusDecisions recommends strong investment in sales enablement here.
SiriusDecisions Key Action Items For Campaign Optimization:
• Audit current state of linkage between reps, demand creation and sales enablement.
• Bring together a core group of marketing function to pilot a complete long-term campaign.
• Align operation/enablement activities with the proposed marketing campaigns.
• Ensure acceleration activities are tied to the types of leads that sales will both create and receive.