The Five Elements of a Best-in-Class Integrated Campaign

#COSeries
The Five Elements of a Best-in-Class
Integrated Campaign
SPONSORED BY:

#COSeries
Follow This Webinar on LinkedIn & Twitter
#COSeries
Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
SiriusDecisions: @siriusdecisions
Craig Moore: @cramoore

#COSeries
Register & Attend To Win A Ticket To B2BMX
• Earn 1 automatic entry when you register.
• And second entry when you attend live.
• Register & tune-in to all #COSeries live
sessions for the best chance to win.
• Winners announced each day of the series.
Register For & Attend #COSeries Webinars
For More Chances To Win Free Entry to #B2BMX

#COSeries
About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 45,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

#COSeries
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#COSeries

#COSeries
Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Craig Moore
Service Director, Marketing Operations Strategies
SiriusDecisions
@cramoore

© 2018 SiriusDecisions. All Rights Reserved 8
Advisory
Our Business Research-Informed
Consulting
Research-informed assessments,
workshops and project engagements
that support key initiatives. Our
consultants are experienced leaders in
your field who apply Sirius thinking and
tools to help solve the challenges you
face.
Advisory
Designed for executives and teams to
help define strategy and support the
execution of key initiatives. Provides
access to benchmark data, as-needed
access to analysts, and best practice
research – including operational
models and frameworks.
Research-Enabled
Learning
Our learning solutions address
practitioners’ skills gaps and extend
core concepts across teams to enable
consistent execution.
LearningConsulting
EventsEvents
SiriusDecisions Events deliver the latest
actionable insight, data and best
practices to optimize b-to-b sales,
marketing and product performance.
We offer five types of events that cater
to our clients' and prospects' specific
needs.

SiriusDecisions clients represent
$3.5 Trillion of revenue
in the b-to-b industry.
Our clients are proven to grow 12X
to 15X faster than their
peersAnd a
34% higher profitability rate

The Anatomy of a B-to-B
Campaign
Craig Moore
April 23, 2018

Current State: Where B-to-B Organizations Struggle
Product-centric
Focus
Strategic
Misalignment
Marketing
Inefficiency

SiriusPerspective:
The Trouble with “Campaigns”
This critical word is thrown around by many b-to-b organizations very
haphazardly.
“We’re running a campaign for product X.”
“We’re running a white paper campaign.”
“We run 1,297 campaigns a year.”
“I know my campaign did well, because it produced
a lot of leads.”
“The communications team is running a campaign.”

SiriusPerspective:
A complete, effective campaign is defined by five core components.
• It is based on buyer need, not products that are being pushed
• It is a rollup of four program families and the tactics they contain
• It achieves six core jobs that when combined, drive corporate growth
• Its active runtime is at least 12 months, and features a set of carefully
choreographed activities
• It aligns the activities of multiple functions via an interlock process
So, What Is a Campaign?

Breaking Down the Components
Let’s go inside the heart of a true b-to-b campaign

SiriusPerspective:
Personas
Approver Functional Need: Solution is cost effective
Business Process Owner Functional Need: Solution solves business process problem
Infrastructure Owner Functional Need: Solution is secure, efficient
Organizational Need: resolve a problem or address an opportunity
One: Basing Campaigns on Buyer Needs
B-to-b buyers don’t buy things for the heck of it; they buy what helps
solve well-understood, critical business problems.

SiriusPerspective:
The days of the “white paper campaign” must cease to exist.
Two: The Roll-Up of Programs and Tactics
The building of awareness, interest
and urgency around a theme
The sourcing and nurturing of
demand based on the theme
The help with progression of
opportunities sourced by the theme
• Press release
• Blog
• Infographic
• White paper
• PPT
• Video
• Battlecard
• Playbook
• ROI tool
CONTENT
The knowledge building of external
targets and internal audiences
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAM
FAMILIES
• Focus group
• SWOT analysis
• Internal survey
• Briefing
• Blog publication
• Social posting
• Email
• Webcast
• Event
• Training
• Engagement
DELIVERY

SiriusPerspective:
Three: From Program Families to Jobs
A campaign is a tightly orchestrated set of jobs that features inputs
from a broad range of aligned marketing functions.
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAM FAMILIES
1. SEED
SEEDSCommunications
demand
4. ENABLE
with content and tools
developed by portfolio
marketing.
It is then
ENABLEDdelivered to sales
3. NURTURE2. CREATE
NURTUREDand
CREATEDthat is
5. ACCELERATE
sales receives ACCELERATION
help from field marketing.
When deals stall,
6. ENGAGE
6. ENGAGE
customers are
to drive renewal and advocacy.
Then
ENGAGED

SiriusDecisions Marketing Taxonomy
Personas: To Whom the Tactics are Focused
Campaigns: Are Theme-Based
Program Families: Are the Execution Families
Tactic Sets: Groups of Tactics Focused on a Common Purpose
Marketing Planning: A Business Aligned Process
Programs: Are the Execution Components
Tactics: Are the Specific Actions

SiriusPerspective:
Four: Taking a Long-Term View
In order for a campaign to “stick,” an organization must commit to it
for “the foreseeable future”.
Market Intelligence
Program Family
Reputation
Program Family
Demand Creation
Program Family
Sales Enablement
Program Family
Needs-BasedTheme
Seed Influencer Relations, Advertising, Industry Events, Social Media
Seed Long-term Thought Leadership Nurture
Create Inbound and Outbound Demand Programs
Nurture Pre-MQL and Recycled Nurture Streams
Enable Campaign Training, Portal Development, Early/Late Stage Enablement
Accelerate Intra-pipeline and Last Mile Acceleration
Seed Theme resonance testing and validation/optimization
Accelerate Competitive Response Analysis
Enable Enablement Feedback Surveys and Optimization
Q1 Q7Q2 Q3 Q4 Q5 Q6
Engage Customer Onboarding
Engage Customer Advocacy Case Studies

SiriusPerspective:
Campaigns bring together product, marketing and sales functions.
Five: Interlock Over the Campaign Life
Execution
Comms
CampaignRetirement
Planning
Corporate
Sales
Business Units
Finance
PersonaNeedsAssessment
DefineCampaignThemes
SalesandChannel
Launch
Quarterly Reviews
Demand
Center
Portfolio
Marketing
Field
Marketing

Campaign Design Considerations
Backing drivers of a best-in-class b-to-b campaign

SiriusPerspective:
Target Market and Program Emphasis
Equal effort does not need to be given to each program family;
use market segment characteristics to properly balance your efforts.
SMBMID-MARKETENTERPRISE (ABM)
100%
0%
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement

SiriusPerspective:
Scalability: The Nested Campaign
High-level themes can be adapted downward into a larger
organization as subsets or offshoots.
High-level Theme
Corporate Campaign
The Dangers of …
The Advantages of …
ENABLE
SEED
Campaign 1
Product: 1 Product: n
Campaign 2 Campaign 3
…ENABLE
NURTURE
CREATE
ACCELERATE
SEED
ENGAGE

SiriusPerspective:
ENGAGE
ENABLE
NURTURE
ACCELERATE
CREATE
SEED
Scalability: Targeting the Enterprise Campaign
High-level themes remain consistent, and are adapted downward
with an industry skew to match language and tactic preferences.
High Level Needs-Based Theme
Needs-based Campaign
The Dangers of …
The Advantages of …
ENABLE
SEED
Financial Services
Product: 1 Product: n
Healthcare Energy Public Sector
…

Marketing Budget Allocation
$
Campaigns Out of Campaigns
Campaign
1
Campaign
2
Campaign
3
Campaign
4
Shared
Svc
Annual
Event
Comms
Other
70% 30%
ProgramsHeadcount & Capex
55% 45%
Illustrative
Proportions
Campaign A
Reputation
Demand Creation
Sales Enablement
Market Intelligence
Shared Services
IndustryA
IndustryB
IndustryC
Horizontal
Creative
Services
Analyst
Relations
Web
Public
Relations
R
DC
SE
MI
Campaign D
IndustryA
IndustryB
IndustryC
Horizontal
35% 15% 40%20% 30%
Campaign Budgeting

SiriusPerspective:
Reconciling Campaigns with Planned Launches
Categorizing product launches by business goals helps clarify the
degree of lift required for marketing investment.
Tier 1 Tier 2 Tier 3 Tier 4
Innovation Type New Offering Add-on Version Release Enhancement
Go-to-Market Objective
Market
Creation
Wallet
Expansion
Market
Expansion
Retention
Innovation Investment Large-scale Medium-scale Medium-scale Small-scale
Business
Goals
Dedicated
Campaign or
Align to Existing
Campaign
Campaign Strategy
Align to Existing
Campaign
Align to Existing
Campaign
No
Campaign

SiriusPerspective:
Aligning Campaign Efforts to Buyer Audiences
Audience categorization is a missing step in many b-to-b content
factories, causing process breakdowns in campaign planning and content creation.
Company
Industry Region
Enterprise
(ABM)
Buying Group
Persona
Persona
Industry Region
Enterprise
(ABM)
Buying Center
Persona
Persona
Mid-market Buying Group Persona
SMB Buying Group
Persona
Persona
Not in Scope
Target

SiriusPerspective:
Understanding Marketing’s Contribution
Sourcing pipeline may not be the primary expectation of marketing;
priorities vary across segment or account types.
28
Large:
Strategic/
Enterprise
Named/
Territory
Small/Midsize
and Non-Named
Account Type
Enablement >40%
Demand 30%-40%
Reputation <20%
Demand >40%
Enablement 20%-30%
Reputation <20%
Reputation >40%
Demand 30%-40%
Enablement <15%
Pipeline
KPI Averages
Typical
Program Balance
Influenced: >75%
Sourced: <10%
Influenced: 60%-75%
Sourced: 15%-25%
Influenced: 50%-60%
Sourced: 25%-45%

Critical Implications of Good Campaigns
• Shift focus from products to the buyers’ needs
• Align marketing, sales and product to more effectively deliver value and drive
revenue
• More efficiently develop and use marketing content
• Eliminate marketing waste and use scarce resources more effectively
• Deliver meaningful contribution to all phases of the buyer’s journey

Summit
May 8 – 10, 2018
Mandalay Bay, Las Vegas
Summit Europe
3 – 4 October, 2018
InterContinental London – The O2
Summit APAC
October 9, 2018
Marina Bay Sands, Singapore
Technology Exchange
November 7 – 9, 2018
Hyatt Regency New Orleans

Feel Free to Contact Us
Contact SiriusDecisions at:
Email: research5@siriusdecisions.com
Phone: + 1 + (203) 665-4000
Web: http://www.siriusdecisions.com

#COSeries
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Craig Moore
SiriusDecisions
@cramoore

#COSeries
Thank You For Attending
http://webinars.demandgenreport.com/campaign-optimization-series/2018/
Register for more sessions now thru April 27th!
Please Join Our Next Session Today at 2PM ET / 11PM PT

The Five Elements of a Best-in-Class Integrated Campaign

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à The Five Elements of a Best-in-Class Integrated Campaign

Similaire à The Five Elements of a Best-in-Class Integrated Campaign (20)

Plus de G3 Communications

Plus de G3 Communications (20)

Dernier

Dernier (20)

The Five Elements of a Best-in-Class Integrated Campaign