Digital Marketing All-In-One For Dummies, 2nd Edition

Chapter 6

Planning B2B Campaign Success

IN THIS CHAPTER

Setting goals for campaigns

Managing your campaigns and activities

Monitoring metrics through KPIs

Measuring the success of your marketing campaigns depends on your business goals and the type of campaign you’re running. Sales and marketing work for the same company and therefore need to have the same goal: generating revenue. Generating more revenue begins with creating more quality engagement within your target accounts.

Your marketing team is focused on driving awareness, influence, and engagement from within your target accounts. This engagement is driven through strategic marketing campaigns and activities aimed at individual contacts in those accounts. To create this engagement, you must know what’s working. Are you seeing your accounts move to the next stage in the buyer journey? Is your marketing creating velocity and putting new opportunities in pipeline?

In this chapter, you see which metrics to measure for your campaigns. You look at how to test your message, graphics, and creative content to help drive more engagement within your target list of accounts. You also see how to review your metrics to know you’re efficiently ...