Developing response scenarios improves the effectiveness of B2B marketing programs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 31, 2019, 3:36 PM UTC

Response scenarios make it easier to make adjustments along the way.

Devising response scenarios can help B2B brands anticipate the outcomes of their marketing campaigns across channels like emails, display ads and social media platforms. Charting out various response situations can be used to calculate the impact of response rates and the income generated from it.

This article notes that response scenarios allow brands to compare variables like click-through-rates and open rates and their larger contribution towards the overall ROI of a campaign. Marketers can further predict their campaign results by tracking metrics like qualified sales and marketing leads.

The author suggests that brands should work closely with the sales team to track these metrics throughout the buyer’s journey. Anticipating possible scenarios can also help marketers in implementing A/B or multivariate testing into their campaigns for achieving their campaign goals.

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[3 minute read]