There are three universal goals for Buyer Engagement and specific campaigns may be targeted on one or more of these goals:
- Volume. Increase the number of leads and opportunities by attracting more ideal customers at the top of the funnel and effectively convert them at each stage of their buyer journey.
- Velocity. Increase the speed that leads and opportunities move through the funnel by optimizing buyer experiences and removing points of friction and delay.
- Value. Maximize average order value, customer retention, and share of wallet by aligning the of product and service offerings to the customer’s business.
Campaigns can also target specific parts of the full-funnel, e.g.:
- Attract – Build awareness and attract our target addressable market (TAM) and active TAM to our brand.
- Educate – Engage buyers with a mix of self-sell digital and physical engagement.
- Engage – Orchestrate the prospect buy-sell experience by engaging with buyers and influencers in the Decision Making Unit (DMU)
- Commit – Secure a mutual commitment and booking.
- Implement – Successfully onboard the customer.
- Optimize – Servicing the customer and optimizing the product or service delivery or use.
- Impact – Optimize the value and ROI the customer is realizing from our product or service.
A Campaign Archetype is a proven model for buyer engagement. Examples include:
- Inbound Marketing
- Self-Sell Educational Experiences
- Account-Based Marketing (ABM )
- Outbound SDR Sales Engagement
- Self-Sell Prospect Care and Nurture Campaigns
- Onboarding and User Education Programs
- Account 3Cs Programs & Enablement
We can identify the mix of campaigns and programs based on analysis of factors including current funnel performance and goals, the stage of the buyer lifecycle and the dynamics of the buying process:
- Active TAM. What audience are we seeking to engage? How large is the TAM(s)? Active TAM? Do we have a database that represents the TAM? Can we identify Active TAM? Do we need to generate leads or engage a known audience?
- Funnel Performance. Where are the leaks in the pipeline? What parts of the funnel performance need to be enhanced?
- Customer LTV. What is the average deal size? What is the Customer LTV. What does that suggest about the value of a qualified prospect and the investment we can justify?
- DMU & Personas. What does the DMU look like? Buying center / team/ committee? Who needs to be influenced and engaged? How complex? What Personas we seeking to engage? Executive? Technical, Functional. Industry specific? Level of technology buyers, depth of insight etc. Do prospects self-sell?
- Complexity. How difficult for buyers to understand, compare and contrast products and solutions and implement or use the solution. Is the offer a standard produce, a complex product, a solution, or an expert-based service offering.
- Velocity. How much time does it take from connect to close? To what degree do we need to execute nurture campaigns?
- Volumes. Do we have large volumes of leads that need to be qualified to help focus sales efforts on the best opportunities or are we seeking to develop new leads and opportunities?
- Differentiation. To what degree is this the product / service differentiated in the market? We win by ____? What does this suggest about the sales strategy.
With a clear understanding of the campaign or program goals and the business model and buyer dynamics, we can identify Campaign Archetypes and align specific tactics, channels and media mix.