Creative B2B Marketing Campaigns

Published by: Bloor Research

Published: Oct. 1, 2006 - 32 Pages

Table of Contents

Executive Summary - report structure

1. Introduction - why is this report important?

• B2B ICT organisations need better, integrated campaigns

• Why do we need benchmarks for ICT campaigns?

• Marketing’s duty and accountability

• Examples of ‘standard’ metrics

• Deliver effective messages with limited resources

• Understand channel management

• Tools, channels and drivers for ICT campaigns

Table 1. Examples of campaign tools and drivers

• Our view of the integrated campaigns

Fig.1 Process diagram for campaign management

• What would make an ideal campaign?

Fig.2 An example campaign audit mind map

• The role of the brand

• Awards: not a true measure of success

2. Metrics - the benchmarks for analysing the campaigns

• Potential questions to ask yourself

• Direct Response Rates

• Direct Marketing Benchmarks

• Average Email Benchmarks

• Average Direct Mail Benchmarks

• Qualified Leads

• Closed sales and ROI

• Measuring the intangibles

• Brand awareness

• The vision and objectives

• Innovation

Fig.3 Ansoff’s Product/ Market Matrix

• Creativity, emotion, attitude and perception

3. Award-winning B2B campaigns

• IBM - On Demand

• Sun Microsystems

• Sage

• Optimis

• British Telecom

• Compaq

4. Analysis - what can B2B organisations learn from these campaigns?

• Topics for discussion

• It’s not just about technology

• Factors determining campaign success

• Develop campaign objectives and support

• Different perspectives and complete solutions

• Employing an agency

• In-house courage for change

• Examples of campaign objectives

Table 2. Examples of campaign objectives

• The tools and channels deployed

How -to gain higher direct response rates

• Clean data increases responses

• Segment your target audience

• Opt-in your target audience

• Vizmail, email and viral marketing

• The danger of Vizmail

• Online games

• Humour, originality and response rates

• Monitor response rates

• Free downloads, increased sales enquiries

How -to increase qualified leads

• Leads: points raised

• Leads: two examples

• What is a good conversion rate?

How -to maximise closed sales and ROI

• ROI is open to interpretation

Table 3. Campaign Returns on Investment

• Measuring ROI

• How to generate brand awareness

• Questions to ask

How -to resonate with creativity and innovation

• How to harness creativity and innovation

• What is innovation about?

• Don’t stifle innovation

• Test market your ideas and creativity

How -to connect with emotion, attitude and perception

• Emotion, attitude and perception make a difference

• How to achieve changes in attitudes and perceptions?

5. Conclusion

About Bloor Research

About the Author

Abstract

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