Each type of campaign contains elements that can be adjusted to optimize performance
For b-to-b campaign planners, it’s useful to estimate the performance and impact that each campaign will have, so that they can decide what resources to allocate to the campaign and how these resources should be applied. But estimating the demand creation performance of a campaign that is intended to drive thought leadership or customer engagement would make no sense and might result in faulty decisionmaking. In this issue of SiriusPerspectives, we discuss how to estimate and plan campaign performance for three common campaign design contexts.
The campaign design context, which defines the primary type of objective for a campaign, has consequences for program and tactic design as well as campaign measurement. There are three common campaign design contexts:
These campaigns are designed to drive interactions with existing customers and users to stimulate loyalty, advocacy and retention. Tactics in the reputation and sales enablement program families dominate these campaigns, whose performance is measured in terms of the quantity and quality of interactions with customers and users, account retention and growth, customer advocacy and customer lifetime value. Performance levers useful in the design of engagement campaigns include:
Onboarding. Investments in onboarding help customers become more comfortable with the offerings they have purchased, thereby strengthening their relationship with the seller. Leverage support resources and training materials to maximize positive interactions with new customers.
Community participation. Customer communities improve participants’ perception of their product experience and provide an opportunity to help peers improve their own experience and satisfaction with the seller’s offerings.
Advocacy. Customers who are content with the products they have purchased may be willing to communicate their positive experience to others. This helps reinforce the opinions of others and drives additional sales.
Usage. The more that customers use a product, the more familiar they become with it, and the more likely they are to integrate it into their day-to-day routines. Promoting usage can drive customer advocacy, loyalty and retention.
Without the ability to estimate the outcome of a year-long campaign effort, it is difficult to justify campaign investments. By classifying campaigns into types based on their primary design contexts and considering the performance levers that can be manipulated for each campaign type, marketers can estimate and plan the output of campaigns in terms of relevant metrics. By selecting the right metrics, campaign planners enable focused and actionable performance reporting throughout the life of the campaign. A methodical approach to campaign goal setting and metrics must be consistently applied in order to realize a more comprehensive and quantitative approach to marketing planning.