The best B2B marketing campaigns are those that pay attention to all phases of the campaign in detail, something that many companies neglect. In this article we explain these stages and accompany them with a business case to better illustrate them.
Our example is RAJA , a packaging and equipment solutions company with more than 1 million customers across Europe . They carry out both offline and online marketing campaigns. In the example we show their physical catalogue campaign (6 waves per year in Spain) sent via postal mailing.
1. Setting a goal
Every B2B marketing campaign must have a primary objective . Obviously, our ultimate goal is to make a sale. But that is the ultimate goal. First, we must make our brand known, interact with the Client, generate interest, and finally, sell the product or service. We will define our objective based on the stage we are in. This is important because the way we measure our campaign will vary depending on the objective we have. Examples of objectives could be increasing brand awareness, increasing engagement, converting to a lead, or converting to a sale. Remember that objectives must always be quantifiable.
In the case of RAJA, the objective is to attract new customers.
2. Segmentation
Who is our target audience? To do this, we will identify the common characteristics of our own Clients, and we will do this through our database. Are they Companies, Self-Employed, Organizations? What is their annual turnover? How many clipping path do they have? What is their activity? In what geographical areas are they located? These are some questions that we can ask ourselves to define our B2B target audience .
RAJA, due to the nature of its products, has an offer to sell to any business. However, it does not target the more than 4 million businesses in Spain. The first filter is to eliminate those records that do not want to impact their acquisition campaigns. This filter includes: Clients, returns, cancellations, Robinsons, defaulters, specific negatives, certain geographic areas where they cannot make deliveries, etc. Even so, RAJA’s refined universe reaches up to 1.2 million businesses.
With such a broad universe, they also rely on analytical models developed by DataCentric to select, within their universe, the businesses with the greatest propensity to become RAJA Clients . In this way, in each wave they select between 50,000 and 100,000 records to send their catalogues.
3. Data strategy
We have already defined our audience and our objective. Let’s move on to the data strategy, which will define how to reach our B2B target audience and how to generate interest through our B2B campaign . Depending on the stage of the conversion funnel, we be numbers have more or less information about our audience. In the early stages we will have very little information, while the hotter the lead, the more information we will have about it and based on that we will develop our strategy.
To reach our B2B target audience in the coldest stages, when we barely Historia dos números de teléfono any information, we will use either external data sources or segmentation platforms. External data sources provide contact information for companies defined by our target audience, such as Company Name, telephone number, postal address and contact persons within the organization. If we decide to do a B2B digital marketing campaign, we will turn to segmentation platforms, which will put their technology at our service to impact our target audience. To select the segmentation platforms we must first analyze the type of users behind these platforms. In the case of B2B campaigns, the most commonly used are Email Marketing communities of managers with permission such as DirectivosPLUS, some Social Media platforms such as LinkedIn, or self-segmentation platforms (Search).