A campaign is the defined series of engagements to drive customer adoption and measurable impact for the company. It is tailored to prioritized segments, has a defined business objective, has a clear start and end date, and often integrates activities across both physical and digital channels.
Campaigns
The success of omnichannel commercial choreography depends on how well-aligned the marketing and sales organizations are throughout the buying process.
1. Know your customers
- Complete the BDWoM Omnichannel Module for Customer Understanding
- Have a deep understanding of the market, your personas, and their needs to define the ideal customer experience
- Create an empowered customer-centric team that owns the customer journey
- Present relevant and compelling content at every step of the journey and prioritize the right channels
- Optimize your omnichannel campaign to move your customers from awareness to purchase (and repurchase)
2. Build your business case
- Define success for your campaign
- Clearly communicate your campaign goals (eg. number of leads, potential sales impact)
- Quantify how you plan to fill the sales pipeline (for lead generation campaigns), or how you measure an awareness lift among your customers (for awareness campaigns)
- Demonstrate the value of the campaign through measurable metrics (Cost Per Lead, Cost Per Sale, potential revenue)
3. Partner closely with Sales at every step of your campaign
- Leverage Sales insights
- Align your campaign objective, target customer and persona with the sales teams
- Collaboratively build the lead funnel and plan actions at each step
- Ensure you are creating highly qualified, sales ready leads
- Continuously refine the process to optimize conversion rates
4. Use Data, Analytics & Planning Tools to measure, forecast, and maximize the impact of your campaign:
- Plan & evaluate the impact of the channels you are launching (and the priority of launch)
- Set clear goals for your media and agency partners and prioritize the right channels
- Maximize your team’s efforts, i.e. value your team's time
- Maximize the impact of your marketing spend through test & learn experiments
Omnichannel choreography allows us to drive revenue generation through better customer insights and end-to-end lead management.
Following this process will take you through how to plan a campaign, set up tactics to generate quality leads, and continuously optimize campaigns based on lead quality and campaign performance.
- Develop a customer- centric marketing strategy, segmentation and customer journey
- Commercial Choreography
- Campaign planning - set strategic goals and use planning tools
- Campaign Setup - content, channel mix, MarTech enablement
- Campaign optimization - test & learn
- Lead Management - Lead management process & Scoring
- Measurement Framework - understand the principles of measuring impact across the customer journey
Planning and executing marketing and sales initiatives to reach customers and communicate messages - the campaign interactions are tracked and analyzed to measure effectiveness of the campaign.
Encompasses all actions to evaluate and improve performance across various digital and physical touchpoints and channels.
The cross-functional process that enables the delivery of unified customer experiences across all customer facing functions. Effective Commercial Choreography is cross-functional (Marketing, Sales, other customer facing functions), agile (continuously integrates insights and feedback from the customer), and throughout the customer journey (not just during campaign planning).
Lead Management is the process of acquiring and managing leads (potential customers) until the point where they make a purchase. This is often referred to as nurturing leads. It is one part of commercial choreography, the process of acquiring and managing leads until the point where a purchase is made. It is enabled by strong partnership between sales and marketing.
Lead scoring is a methodology used by sales and marketing departments to determine the worthiness of leads, or potential customers, by attaching values to them based on their behavior relating to their interest in products or services. The "value" of each lead varies from company to company, but generally is characterized by the interest shown in the company or their places in the buying cycle.
Content is the information, message, and story that is communicated to an audience. It is created in a variety of forms, from written texts to audio or video recordings, with each form tailored to appeal to different audiences and deliver certain messages.
Focuses on the planning, creation, delivery, and governance of content with the goal to create meaningful, cohesive, engaging, and sustainable content - it helps you to identify what already exists, what should be created and, more importantly, why it should be created.
Target communication and content positioned for a specific target audience and their key needs and pain points.
Refer to the locations and touchpoints where customers can interact with the organization and its products.
Marketing Strategy is the accumulation of all the strategic choices we make regarding an offering to define a clear vision and value proposition throughout the life cycle of an offering. The objective of marketing strategy is to create sustained competitive advantage in the market.