April 13, 2023

Top 5 essentials for any B2B marketing campaign

There’s so much to consider when planning a B2B marketing campaign, from your message itself right down to the language you use to communicate it. But if you narrowed it all down to the 5 most important things to include in planning, designing and executing the average campaign, what would they be?
There is no magic formula. But these are 5 things we think you’d find helpful – have a read and let us know what you think!

#1 The type of content you’re putting out there
What will your target market think of your content? How likely are they to resonate with it? There’s no use in producing 1,000-word blogs if your market has no time to read them. Similarly, why create TikTok videos for a market of older business owners who probably aren’t on TikTok?

Sounds like an obvious one, but when there are so many channels of communication out there and so many content types, it’s important to consider where your content will be best received.
For example, say you sell logistics solutions to English startups. Your market is 25-35-year-olds who are working hard to get their business off the ground. Your best shot at connecting with them could be to create short snappy articles and 1-minute Linkedin and Instagram reels. Maybe you skip TikTok videos or long blog posts that your market has no time to read.

#2 S.M.A.R.T
A well-known acronym. Make your campaigns Specific, Measurable, Achievable, Relevant, and Time-sensitive. You can use SMART to plan your campaign, the goals you want to reach and how you’re going to get there.
For example, you could make your campaign…

  • Specific – consider what aspect of your product you want to promote.
  • Measurable – make sure you can monitor how well it performs.
  • Achievable – no point in designing something too big or too complex for your team to complete and execute.
  • Relevant – consider current trends and demands from your target market.
  • Time-sensitive – why is your product relevant right now?

#3 Burst your team’s ‘bubble’
This is something our team can help with – when you’re planning a B2B marketing campaign, getting an unbiased, third-person perspective that bursts your team’s metaphorical ‘bubble’ could mean the difference between success and failure.
At SenseCheck, we offer you feedback from a panel of industry professionals who don’t have the bias you’d expect from someone in your company. They only know what you tell them, and can give you honest insight into how your campaign or asset will perform.
It’s easy to connect with our team. Here is a blog post on how to submit an idea to SenseCheck – we’re here to help!

#4 Lead capturing, converting and nurturing
When you’re planning your marketing campaign, consider which leads you will target. Are you capturing cold leads? Converting warm leads? Nurturing existing customers and trying to get them to buy from you again?
Your campaign should target the leads who are most likely to invest in your product. This doesn’t mean you have to pick and choose – you could target all of the above – but it does mean that you need to consider all these potential customers.
For example: imagine your shoe manufacturing business wants to offer its B2B retailers a new product. Your team creates a multi-faceted campaign to target existing customers, customers that have had contact with your business but have not yet signed a contract, and new customers. If, however, you just want your existing customers to keep buying from you, you could create something that pinpoints their needs. Send them catalogues or emails with new products, give them a ring and offer them a new line of shoes, etc.

#5 All of the above, with budget
We know this is an obvious one, but we had to say it. Budget is something you just can’t leave out of planning for any B2B marketing campaign. Figure out how much money you have and how you can keep your campaign effective within the constraints of that budget.
Consider all the points we’ve made above, then match them up with the finances. You will quickly narrow down all your possibilities to a few fine-tuned, budget-friendly, super-exciting ideas that will blow your target market away.

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