Archive for the ‘Brief’ Category
We all know a good marketing brief is fundamental to any successful campaign. Defining the key messages and target demographics, analysing the competitive landscape and setting deadlines can ensure that your marketing campaign is focused. But how can that focus become success? And what is the basic unifying factor missing from the traditional brief?
Defining the key message
Without an industry standard for writing briefs it makes sense to build the basics around the one true goal of any marketing campaign – sales.
The reality of marketing is to achieve a bottom line objective. With that in mind the brief has already begun to take shape. The client, agency and creatives are straight away on the same page. This allows marketers to map the brief to the customer’s buying journey, defining the touchpoints, and providing valuable and insightful marketing.
A revenue-led focus on your key demographic forces marketers to use their increased knowledge of B2B buying cycles. Collated through open conversations taking place in social media this intelligence enables marketers to hone in on leads at different levels of the buying cycle. With sales goals steering the brief this information can help focus the campaign to the right people, enabling marketing to communicate with the most relevant and timely messages.
Analysing the competitive landscape
How many sales do we need to achieve business success? This is the question that runs through a brief from beginning to end. With this clarity of purpose the competitive landscape seems to fade away. We are no longer competing for sales we’re achieving them. By assessing conversations taking place, especially through social media, we can uncover buyer behaviour and transform it into a more personalised marketing experience.
A revenue-led direction delivers your deadlines for you. The more targeted the brief and the greater the results meaning that deadlines in the traditional sense become less important because the achievements are more significant. What this enables is marketing targets to become sales targets and vice versa. This creates a situation where marketing and sales are working towards the same agenda, brief and deadlines.
With a sales-focused principle in place marketers are encouraged to take a greater interest in the buying cycle, developing a long-term, strategic brief that concentrates efforts on the individual buyer. This system of refining marketing activity creates a lead nurturing scenario to ensure a more qualified prospect reaches the sales department. With that in mind briefs become less about an interpretation of success and more about the measureable achievement of it.
With a deeper focus on lead nurturing, enabled by the unified goal of a revenue-focused brief, sales and marketing come together to ensure business success is shared and quantified on the bottom line.
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