As marketers, we typically enjoy generating content that we know will create buzz with our intended audience. It’s always exciting to see how readers engage and react to our messaging.
However, there’s more to it than just your content writing and ad creative. Further leg work is required to ensure your marketing efforts deliver strong results and generates leads.
Below we’ve detailed ways on how you can steadily grow your results by setting and tracking B2B marketing objectives for your future campaigns.
B2B Marketing Objectives for Successful Campaigns
To positively impact your future marketing campaigns, you need to effectively analyze the results of your current and past campaigns.
Taking a granular approach by digging into the analytics you have at your disposal to understand what they mean is the first step. This task may be daunting but without it, you won’t improve. And really, who doesn’t love a good spreadsheet?
To give you an example, let’s reference an Email Lead Generation campaign. You review the results and wonder why your campaign may not be generating as many leads as you expected. You ask, ‘Why might that be?’
Sort and Filter Your Metrics
Whatever B2B marketing channel you’re working on improving, the metrics reported on and analyzed may differ. During review, you want to first identify items that you know are not the problem and then slicing and dicing from there.
The best way to do this is to determine your B2B marketing objectives. Run through the entirety of this process, per channel, and eliminate issues or potential problems as you go.
For example, when it comes to Email Lead Generation, it always starts with your list. If you have a strong list from a reputable third-party data provider that has good data, the contacts on your list are well-targeted and you’ve confirmed your delivery is high, then you can likely eliminate the source of the problem as your list of contacts.
Also, if your delivery rate is high that means your messages are likely hitting the inbox. This means you can also move to other metrics as your emails are getting to your contacts.
You can learn more about the importance of your content and relevancy towards your audience in one of our recent blogs by clicking here.
Selecting Your Key Performance Indicators (KPIs)
When it comes to the KPIs you want to hone in on, focus on the metrics that directly contribute to the goals of your campaign, in this case generating leads.
Focus on KPIs like open rates, clickthrough rates, and conversion rates.
When it comes to analyzing your own efforts on campaigns, you need to have an unbiased approach and let your metrics tell you what they want. If you’re noticing a low open rate, that could be due to your subject line. You may think your subject line is great, but your audience may say differently. Being able to realize that, make changes and analyze and adjust your next campaign is the foundation to continued improvement for your further campaigns.
You can read a prior blog of ours about creating effective email subject lines by clicking here.
Now that we’ve gone through potential issues with your open rate, let’s investigate clickthrough rates. When you begin to see a higher increase in open rates, but a low clickthrough rate, this tells the story that there is a content issue, which we touched on above. Ensuring you’re connecting with your audience is a key component when it comes to your content plan.
The next KPI that we mentioned is conversion rate. Obtaining conversions will indicate that your recipient has opened your email. They’ve read through your content, and liked it enough to clickthrough on your Call-to-Action button or link.
If you’re seeing that you have strong open and clickthrough rates, but low conversion rates, that means your reader was interested in your content, but you failed at getting them to act. This is the most important metric, and goal. At this point, you need to begin to analyze why they’re not converting. Look into your landing page or site you are directing them to. Should it be further optimized? What is the user experience like? If you were a potential customer, would you buy into what you’re selling? These are key questions you should be asking yourself.
B2B Marketing Objectives and How to Reach Them
Once you’ve dug into your KPIs, it’s important to take action on the things you learned and begin implementing those changes into your future campaigns.
Running experiments and tests, while continuing to adapt based on how your audience reacts will be your best effort forward in growing your results.
In your most recent campaign, your issue may have been your subject line because you noticed your open rates were low. In a perfect world we could just change the subject line and watch it work, however that is not the case. We never know if the next one you create will improve your open rates, remain stagnant or even drop. Keep in mind that a failure is a learning opportunity to better analyze your audience to understand why it was a failure. This will give you the best chance at improvement moving forward.
Think about running an A/B split test. Run two different versions of subject lines with the same content and see how that affects your open rates. Maybe consider personalizing one, while keeping the other generic and analyze how that affects the open rates of your latest campaign.
Continued testing will be one of the most important B2B marketing objective and it is completely controlled by you and your efforts to continue to create, along with analyze. Over time, things change. And you need to be willing (and ready) to adapt to the situations for continued growth and optimal results.