Six steps to successful campaigns
Increasing information overload, fragmented media, and shifting power dynamics are making it harder than ever to reach and engage the customers and prospects that your business depends on for growth. To be truly relevant and engaging, campaigns must be designed in multiple contexts to reach the right target, with the right appeal, at the right time.
Consider these six strategic contexts in defining your campaigns:
- Individual Role. Where do your prospects sit in the organization? What role do they play in the purchase? What issues are most important to them right now?
- Business Type. Are you targeting large enterprises or small businesses? Which vertical markets represent the best targets? What are the pressing trends in those industries?
- Relationship. Are you interacting with installed-base customers or net new prospects? What's the state of their relationship with your company? When was the last time you interacted with them, and how are they feeling about you today?
- Competitors. What solutions do your prospects already have in place? Which of your competitors are courting them, and what are they saying?
- Buying Stage. Is your prospect actively seeking a solution? Or do they not yet recognize that they have a problem? What beliefs must be created or changed to move them closer to a purchase?
- Interaction. Where did you find this prospect? Did they stop by your booth at a tradeshow? Did they see an ad in a trade pub? Or did they find your site from a link on a blog?
The answers to these questions should drive a unique contact strategy, value proposition, and offers for each context. For instance, an account-based loyalty campaign for at-risk customers in financial services and pharma companies or an online competitive attack campaign to acquire new prospects in small businesses would each feature entirely different messaging and incentives to break through current belief-sets and compel action.