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SiriusDecisions clients represent
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Our clients are proven to grow 12X
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10. The Anatomy of a B-to-B
Campaign
Craig Moore
Service Director, Marketing Operations Strategies
April 23, 2018
11. © 2018 SiriusDecisions. All Rights Reserved 11
Current State: Where B-to-B Organizations Struggle
Product-centric
Focus
Strategic
Misalignment
Marketing
Inefficiency
12. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 12
The Trouble with “Campaigns”
This critical word is thrown around by many b-to-b organizations very
haphazardly.
“We’re running a campaign for product X.”
“We’re running a white paper campaign.”
“We run 1,297 campaigns a year.”
“I know my campaign did well, because it produced
a lot of leads.”
“The communications team is running a campaign.”
13. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 13
A complete, effective campaign is defined by five core components.
• It is based on buyer need, not products that are being pushed
• It is a rollup of four program families and the tactics they contain
• It achieves six core jobs that when combined, drive corporate growth
• Its active runtime is at least 12 months, and features a set of carefully
choreographed activities
• It aligns the activities of multiple functions via an interlock process
So, What Is a Campaign?
15. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 15
Personas
Approver Functional Need: Solution is cost effective
Business Process Owner Functional Need: Solution solves business process problem
Infrastructure Owner Functional Need: Solution is secure, efficient
Organizational Need: resolve a problem or address an opportunity
One: Basing Campaigns on Buyer Needs
B-to-b buyers don’t buy things for the heck of it; they buy what helps
solve well-understood, critical business problems.
16. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 16
The days of the “white paper campaign” must cease to exist.
Two: The Roll-Up of Programs and Tactics
The building of awareness, interest
and urgency around a theme
The sourcing and nurturing of
demand based on the theme
The help with progression of
opportunities sourced by the theme
• Press release
• Blog
• Infographic
• White paper
• PPT
• Video
• Battlecard
• Playbook
• ROI tool
CONTENT
The knowledge building of external
targets and internal audiences
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAM
FAMILIES
• Focus group
• SWOT analysis
• Internal survey
• Briefing
• Blog publication
• Social posting
• Email
• Webcast
• Event
• Training
• Engagement
DELIVERY
17. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 17
Three: From Program Families to Jobs
A campaign is a tightly orchestrated set of jobs that features inputs
from a broad range of aligned marketing functions.
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAM FAMILIES
1. SEED
SEEDSCommunications
demand
4. ENABLE
with content and tools
developed by portfolio
marketing.
It is then
ENABLEDdelivered to sales
3. NURTURE2. CREATE
NURTUREDand
CREATEDthat is
5. ACCELERATE
sales receives ACCELERATION
help from field marketing.
When deals stall,
6. ENGAGE
6. ENGAGE
customers are
to drive renewal and advocacy.
Then
ENGAGED
18. © 2018 SiriusDecisions. All Rights Reserved 18
SiriusDecisions Marketing Taxonomy
Personas: To Whom the Tactics are Focused
Campaigns: Are Theme-Based
Program Families: Are the Execution Families
Tactic Sets: Groups of Tactics Focused on a Common Purpose
Marketing Planning: A Business Aligned Process
Programs: Are the Execution Components
Tactics: Are the Specific Actions
19. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 19
Four: Taking a Long-Term View
In order for a campaign to “stick,” an organization must commit to it
for “the foreseeable future”.
Market Intelligence
Program Family
Reputation
Program Family
Demand Creation
Program Family
Sales Enablement
Program Family
Needs-BasedTheme
Seed Influencer Relations, Advertising, Industry Events, Social Media
Seed Long-term Thought Leadership Nurture
Create Inbound and Outbound Demand Programs
Nurture Pre-MQL and Recycled Nurture Streams
Enable Campaign Training, Portal Development, Early/Late Stage Enablement
Accelerate Intra-pipeline and Last Mile Acceleration
Seed Theme resonance testing and validation/optimization
Accelerate Competitive Response Analysis
Enable Enablement Feedback Surveys and Optimization
Q1 Q7Q2 Q3 Q4 Q5 Q6
Engage Customer Onboarding
Engage Customer Advocacy Case Studies
20. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 20
Campaigns bring together product, marketing and sales functions.
Five: Interlock Over the Campaign Life
Execution
Comms
CampaignRetirement
Planning
Corporate
Sales
Business Units
Finance
PersonaNeedsAssessment
DefineCampaignThemes
SalesandChannel
Launch
Quarterly Reviews
Demand
Center
Portfolio
Marketing
Field
Marketing
22. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 22
Target Market and Program Emphasis
Equal effort does not need to be given to each program family;
use market segment characteristics to properly balance your efforts.
SMBMID-MARKETENTERPRISE (ABM)
100%
0%
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
23. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 23
Scalability: The Nested Campaign
High-level themes can be adapted downward into a larger
organization as subsets or offshoots.
High-level Theme
Corporate Campaign
The Dangers of …
The Advantages of …
ENABLE
SEED
Campaign 1
Product: 1 Product: n
Campaign 2 Campaign 3
…ENABLE
NURTURE
CREATE
ACCELERATE
SEED
ENGAGE
24. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 24
ENGAGE
ENABLE
NURTURE
ACCELERATE
CREATE
SEED
Scalability: Targeting the Enterprise Campaign
High-level themes remain consistent, and are adapted downward
with an industry skew to match language and tactic preferences.
High Level Needs-Based Theme
Needs-based Campaign
The Dangers of …
The Advantages of …
ENABLE
SEED
Financial Services
Product: 1 Product: n
Healthcare Energy Public Sector
…
25. © 2018 SiriusDecisions. All Rights Reserved 25
Marketing Budget Allocation
$
Campaigns Out of Campaigns
Campaign
1
Campaign
2
Campaign
3
Campaign
4
Shared
Svc
Annual
Event
Comms
Other
70% 30%
ProgramsHeadcount & Capex
55% 45%
Illustrative
Proportions
Campaign A
Reputation
Demand Creation
Sales Enablement
Market Intelligence
Shared Services
IndustryA
IndustryB
IndustryC
Horizontal
Creative
Services
Analyst
Relations
Web
Public
Relations
R
DC
SE
MI
Campaign D
IndustryA
IndustryB
IndustryC
Horizontal
35% 15% 40%20% 30%
Campaign Budgeting
26. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 26
Reconciling Campaigns with Planned Launches
Categorizing product launches by business goals helps clarify the
degree of lift required for marketing investment.
Tier 1 Tier 2 Tier 3 Tier 4
Innovation Type New Offering Add-on Version Release Enhancement
Go-to-Market Objective
Market
Creation
Wallet
Expansion
Market
Expansion
Retention
Innovation Investment Large-scale Medium-scale Medium-scale Small-scale
Business
Goals
Dedicated
Campaign or
Align to Existing
Campaign
Campaign Strategy
Align to Existing
Campaign
Align to Existing
Campaign
No
Campaign
27. SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 27
Aligning Campaign Efforts to Buyer Audiences
Audience categorization is a missing step in many b-to-b content
factories, causing process breakdowns in campaign planning and content creation.
Company
Industry Region
Enterprise
(ABM)
Buying Group
Persona
Persona
Industry Region
Enterprise
(ABM)
Buying Center
Persona
Persona
Mid-market Buying Group Persona
SMB Buying Group
Persona
Persona
Not in Scope
Target
28. SiriusPerspective:
© 2018 SiriusDecisions. All Rights Reserved 28
Understanding Marketing’s Contribution
Sourcing pipeline may not be the primary expectation of marketing;
priorities vary across segment or account types.
28
Large:
Strategic/
Enterprise
Named/
Territory
Small/Midsize
and Non-Named
Account Type
Enablement >40%
Demand 30%-40%
Reputation <20%
Demand >40%
Enablement 20%-30%
Reputation <20%
Reputation >40%
Demand 30%-40%
Enablement <15%
Pipeline
KPI Averages
Typical
Program Balance
Influenced: >75%
Sourced: <10%
Influenced: 60%-75%
Sourced: 15%-25%
Influenced: 50%-60%
Sourced: 25%-45%
29. © 2018 SiriusDecisions. All Rights Reserved 29
Critical Implications of Good Campaigns
• Shift focus from products to the buyers’ needs
• Align marketing, sales and product to more effectively deliver value and drive
revenue
• More efficiently develop and use marketing content
• Eliminate marketing waste and use scarce resources more effectively
• Deliver meaningful contribution to all phases of the buyer’s journey
30. © 2018 SiriusDecisions. All Rights Reserved 30
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31. © 2018 SiriusDecisions. All Rights Reserved 31
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