Is your Campaign a Success or a Failure?
Sometimes a Campaign that doesn't meet your expectations can be even more valuable
As much as we hate to admit it, every marketing campaign can’t be a winner. The real challenge is what do you do after you have a “failed campaign”. As we’re starting a new month, it’s a good time to look back and analyze the results from your previous month. In this post, we’ll talk about the lessons you can learn from the campaigns that didn’t perform and what you can
It’s interesting to see how different levels of leadership view success or failures. For those of you who have ascended to the Chief Marketing Officer or VP, Marketing level have you noticed that your CEO and board are not interested in your particular campaign metrics? Instead, they obsess about the pipeline of qualified leads and the resulting sales revenue that they produce.
And rightfully so.
Because the result with the customer relationship is Sales… that’s what puts food on the table for everyone in the business. And it also pays for all of the marketing efforts in the business. No Sales means no Marketing – period.
When you go back to those deals that converted into paying customers, note that they didn’t respond to every single marketing campaign you’ve sent to them. That’s not a bad thing. Maybe they were busy and didn’t check promotional emails for a few days. Or maybe they don’t listen to podcasts or attend events. Maybe they prefer to read whitepapers.
Beyond the basic Campaign Metrics
As you look through your campaign dashboard, here are a few areas where you might want to consider asking yourself:
- What is the mix of different campaign tactics that I’m using with these leads (e.g. Email, Webinars, Field Events, Paid Ads, Organic Social, etc)?
If you only send emails, how will you know how that audience responds to other marketing methods?
- Where am I getting the benchmark metric data that I’m using to evaluate this type of campaign?
Is a 1% click-to-open rate high or low for the industry I operate in? Perhaps its better to compare that rate with other campaigns you’ve run with this audience.
- At what point in the relationship does someone receive this campaign?
Asking someone to fill out a form the first time they’ve heard about you won’t be a very successful campaign unless you’re offering something that’s perceived to be extremely valuable
These are a few of the questions that we typically run through in a Marketing Tech Health Check. Here’s the full list of how we analyze your campaign performance.
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