2008-05-01 Ezine AddIn
Ask ITSMA: How Many Demand-Generation Campaigns?Each month, ITSMA receives a number of queries through Ask ITSMA, a resource designed to give members a quick and easy way to get insight on important services and solutions marketing questions they face. In this column, we will publish some of our favorite questions along with excerpts from our replies. Is there a rule of thumb about how many demand-generation campaigns you should run concurrently and over the course of a year? The short answer is to launch one new major campaign per quarter. For larger companies, that means the global horizontal and vertical marketing groups develop the overall content and the geographies/local offices customize and apply them to the local market. It also helps to clarify with the various marketing groups what you mean by a campaign. Many individuals equate a campaign with a single activity, such as writing a white paper, for example. But an activity is not a campaign. A campaign is a coordinated strategy across multiple channels with a clear business goal. Now, just because you are only launching four new campaigns per year doesn’t mean that you should necessarily abandon campaigns that have worked in the past. Campaigns can have legs for years or they can fizzle immediately. Four is a target to keep the marketing mix fresh. Each fiscal year, work with marketing and senior management to identify four focus areas/topics on which to build major campaigns. However, flexibility is critical. Big, unexpected things happen in the market (Hurricane Katrina, strikes, wars, dock lockouts, economic issues, regulations, etc.). You need to be able to mount campaigns swiftly to ride those waves. That’s what the market and media are buzzing about, so you’d better be responsive and hold on for the ride. In this case, consider putting a less time-sensitive campaign on the back burner so you can focus on the issue at hand.
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Recently Published ITSMA Thought LeadershipThe Software Gap: How Emerging Generations and Markets Will Impact Marketers—An Interview with Bruce Richardson http://www.itsma.com/research/abstracts/V0039.htm Bruce Richardson, Chief Research Officer at AMR Research, has been studying the software industry for over 20 years. His latest passion is talking about how deeply the software market will be transformed by the emergence of technology-native generations and new global markets. In this Viewpoint, Bruce shares his thoughts on what exactly will be different and gives some examples of how some companies are already embracing these changes. Permission to Play: Penetrating New Accounts Presentation and playback available http://www.itsma.com/research/abstracts/OLB080311.htm In this Online Briefing, marketing veteran Jeff Sands shares the latest ITSMA research and his many years of accumulated wisdom on the key issues involved in finding and keeping new customers, including understanding the processes your customers and prospects use to select their services and solutions providers and picking the sales enablement tools that are most effective at supporting the new account acquisition process. |
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