Campaigns

Why Campaigns Matter

Campaigns are holistic business activities designed to create and retain profitable customers. Here’s why everyone in your business should be involved in sales and marketing:

• Creating Value: It’s in everyone’s interest to create and keep profitable customers.
• Unified Effort: Every team member contributes to the overall success.

Elements of a Successful Campaign

Clear Goals: Define your primary objective. Are you focusing on;

• • • Brand awareness?
    • Lead generation?
    • Event attendance?

One Goal at a Time: Focusing on a single goal makes it easier for buyers to understand and engage.

Simplified Buyer Journey:

• • • If potential clients don’t know you, a straightforward approach helps them test the waters.
    • Minimise the number of touchpoints needed to achieve your goal.

Tailored Strategies: Campaigns vary by;

• • • Role,
    • Sector,
    • Adopter profile.

Realism in Expectations:

• • • B2B campaigns don’t magically make the phones ring.
    • UK buyers are more resistant to sales and marketing approaches compared to the US, where the culture is to engage with many suppliers and then quickly qualify or disqualify them.
    • UK buyers tend to reveal their interest later in the sales cycle. Learn more in our article on this topic.

Scenario Planning with Inside Track

Our team excels in scenario planning for campaigns. Here’s how we can help:

Establish Clear Goals:

• • • Define a clear commercial or engagement objective.
    • Segment your real addressable market as finely as possible.

Why Segmentation Matters:

• • • Buyers are over-communicated with.
    • A typical technology buyer receives between 10 and 40 emails weekly from potential suppliers.

Cut Through the Noise:

• • • Use personalised messages that highlight real benefits.
    • Be positive and empathetic.

Simplifying Technology Purchases:

• • • The plethora of choices can overwhelm buyers.
    • Lack of differentiation between offerings adds to the complexity.
    • Hidden costs, complicated pricing, and licensing structures further complicate decision-making.

Helping Buyers Buy

Buyers want insights into what similar companies are achieving with technology. Here’s how to assist them:

Segment and Tell a Compelling Story:

• • • Present your proposition as a story buyers can relate to and engage with.
    • Use simple, relatable storytelling techniques, as demonstrated in this video.

Offer Real Value:

• • • Ensure your message provides genuine value beyond just a sales pitch.
    • Propose a conversation rather than a hard sell.

Building Trust with Trustpilot

Maintaining a Trustpilot account with high scores is crucial:

• • • If you don’t have an account, create one and keep it well-maintained.
    • Successful tech businesses in ICT maintain Trustpilot scores of 4.8 or higher.

Running effective campaigns requires a strategic, empathetic approach tailored to the unique characteristics of your market. At Inside Track, we’re here to help you navigate these complexities and achieve your campaign goals. Let’s collaborate to create and keep profitable customers together.