Generate Buzz

In the CAMPAIGN phase, we use the marketing collateral developed in the earlier CONTENT phase to generate buzz in the target market around your Marketable Items.

This phase involves the following activities.

• Spec target audience & lead list

• Objection handling coaching

• Carry out soft-launch to inside sales

• Kickoff campaign

• Run inbound campaign

• Manage outbound campaign

• Measure & optimize

According to the Sales and Marketing Institute (SMI), the primary drivers for successful B2B outbound marketing campaigns are weighted as: 68% - the list, 21% - the offering, 11% - the creative. In other words, it's all about the target mailing list. Therefore, it is important to clearly define the target audience for your campaign and reach agreement with the sales / relationship organization in advance before launching the campaign. The below diagram shows an indicative segmentation of the target market.

In smaller markets or markets in which a firm has a very high market share, it may suffice to restrict the go-to-market campaign to existing customers and prospects and run it via the sales / relationship organization.

However, most firms may not be in that position, so, in keeping with the primary goal of go-to-market to find new doors and to open them, a go to market campaign would typically be broadbased and designed to target the entire addressable market barring those segments that are covered by the existing sales / relationship organization. In fact, since marketable items can even be used to help the sales organization to open existing doors, high-tech companies may wish to run their campaigns even into certain market segments that are already addressed by their sales / relationship organizations.

Go to market campaigns have been traditionally conducted via direct mailers, email and telephone. In recent times, search engine marketing, visitor tracking, abandonment tracking, abandonment remarketing and other inbound marketing techniques are proving effective in boosting conversion in certain categories of B2B products and services, thus making the case for us to supplement traditional outbound marketing campaigns with modern inbound marketing campaigns where appropriate.