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Tag Archive: campaigns

B2B marketing tip #146: Recycle and reuse

B2B Marketing Tip of the WeekNo B2B audience segment is infinite—so don’t waste the marketing and sales data you gather at events, through campaigns and on your website.

Regularly analyze your prospects and your inactive and lost leads. Work with sales to identify challenges that keep these accounts or audience segments from moving to closed sales. Then tighten your criteria to weed out unqualified buyers, and set up new campaigns to specifically target the remainder of your inactive and lost leads.

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B2B marketing tip #47: Ace this exam

B2B Marketing Tip of the WeekMarketing is a constant learning curve, making campaign testing a must.

Split your list into two or more random segments, testing only one variable at a time with a single group. Repeat successful findings with a larger group to verify results.

For online campaigns, use testing to determine which subject lines, offers and days of the week produce the highest open and click-through rates.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #37: Go public

B2B Marketing Tip of the WeekMake it easy for sales reps, executives, the product team and other stakeholders to know what’s happening in marketing. Publish a calendar that shares drop dates and target audiences for lead generation efforts, ad campaigns, tradeshows and customer communications.

Issue frequent reminders with links to the calendar and examples of upcoming programs. Proactive internal communication builds a strong base of support for the marketing department.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #7: Test and learn

B2B Marketing Tip of the WeekMarketing is a science, so treat it like one. Leave room for experiments–those campaigns, lists, messages or new approaches that need a limited-run performance. Set aside a percentage of the marketing budget each year for trying new activities. Be sure to document your objectives, measure performance and demonstrate to leadership what you learn.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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