Campaign Optimisation Guide: The Art of B2B Conversion

by Ed Martin

Engaging B2B professionals is no longer about how best to push a corporate message online, but how to have conversations in multiple formats across multiple devices.All this presents some exciting opportunities for digital marketers, but how do we make the most of it and what are the boxes to tick when planning and executing a campaign that will lead to the greatest return on your investment?This guide aims to be an independent guide for the b2b marketer whatever the campaign and whatever media channel or publisher is used.Key takeaways Work out your campaign objectives and set a timeline* Think about who it is you want to reach and where they hang out* Get more for your investment by taking advantage of the publisher’s knowledge* Make sure the media owner you work with has built their community around quality content* Gain higher quality leads through more relevant and more targeted campaigns* Use content marketing to attract, acquire and engage relevant prospects* Don’t lose business at the final hurdle by neglecting your call to action* Integrate social media tools to increase reach and enhance return on investment* Make sure the media owner you advertise with has optimised their site for mobile* Don’t accept average results when there’s action you can take during the campaign that will boost performance

23 pages, Kindle Edition

First published February 27, 2013