• The Master of the Marketing Universe: ROI

    It’s hard to avoid reading about how “content is king” in B2B marketing right now. But let’s be real, the message means nothing if it does not drive revenue.  Ever think your CFO will tell you “don’t worry about the fact that we realized no revenue from your campaign, the message was really cool?”

    What is the content meant to do? Engage us; get us to act; get us to buy. When we respond to B2B messages, it’s because something relevant or valuable was offered to us. The key is finding the right marketing message and targeting it to the right people. Regardless of how engaging a message about a new Porsche convertible is, it’s probably lost on a father of two planning for college. (TRUST ME ON THIS ONE!!!)

    So how do you find the right audience, with the right message, at the right time to drive ROI and put yourself in line for that big promotion? Content segmentation and specific targeting will drive responsiveness and maximize your revenue attainment per data unit.

    Step One: Define Your Content’s Target Audience

    Who exactly are you looking to reach with the content?

    Ask yourself the following questions:

    • Is it a broad, unfamiliar audience that doesn’t know your brand well and with whom it’s necessary to attract attention, build awareness, and position the company?
    • Is it a narrow but unfamiliar audience that will require more precise messaging to gain attention?
    • Is it a broad but familiar audience who already knows and trusts your brand but still requires relevant information to drive engagement?
    • Is it a narrow but familiar audience that will require even greater relevance, but likely be more willing to share information in return for it?

    Who you need to reach, how much they trust and value your brand or your partners, and how specific their information goals are will dictate the measure of the content’s quality.

    Step Two: Determine Your Strategy to Find Your Optimal Target Audience

    The biggest problem most clients have is that they can’t find the right person to speak to with their message. (i.e. marketing a Porsche to a dad with young children…cool message, bad target…).

    Ask yourself the following questions:

    • What do you know about the people in your database?
    • What do I need to ensure we are communicating effectively with them?

    Step Three: Find a data partner to plan with.

    A successful marketing program is more than just finding data. It is finding the right data. Big counts do not equal big results. Plan to have an open discussion with a data provider who can help you not only find data, but find the right data with the right intelligence to reach the right audience.

    Ask yourself the following questions:

    • Can this provider give me strategic direction with targeting?
    • Does the provider give diverse options?
    • Will they manage the process with me?

    In the end great content is wasted if you can’t tell your story to the right person.

    Frank Willey, Divisional President – Data Asset Management, manages Oceanos’ Data Asset Management division. Oceanos provides custom data solutions to optimize sales and marketing performance, guided by its vision of list intelligence™. The result is a robust, repeatable, demand creation engine.

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