B2B campaigns on fast forward

Developing marketing campaigns is notoriously time and budget intensive, and the process is often frustratingly drawn out. But in today’s dynamic environment, speed to market is king. When everyone wants to talk about AI, for example, you need to be first or boldest to make an impact.

We need new routes that can fast-track long campaign development. Using super efficient processes and frameworks, it’s possible to create winning campaigns faster – streamlining, rethinking and reversing traditional ways of working.

1. Streamline: Five days to a client-approved idea

The core of any marketing campaign is a targeted value proposition and campaign idea that speaks clearly and directly to your target audience. Tapping into their priority business goals, suggesting what they may be overlooking in the pursuit of these goals, and demonstrating why you are uniquely placed to help achieve them. 

Our sprint process is designed to develop and client test ideas in five days. A focussed agenda involves the right people at the right time to build momentum and deliver outcomes not endless discussions. 

2. Rethink: Market research that proves your business case

Evidence is often central to successful campaigns. But where traditional campaigns use research to uncover market trends or gather audience perspectives across multiple sectors, geographies and groups, we advocate for radical focus.

Create a compelling call to action for a specific target – gathering only the insight you need to make your case and engage your audience. Without the need to involve multiple internal stakeholders, or appeal to a range of different buyers, much of the cost and time involved in conducting market research can be eliminated.

Take a practical approach to selecting your research approach, balancing the time and budget available with the data required to deliver client value.

3. Reverse: Turn content development on its head

Following the awareness-to-sale funnel means creating lots of content to reach audiences at various stages of the buying journey. But despite all this content, it is getting harder to reach and engage audiences. Overwhelm is real.

If growth is your goal, why not try only developing the content you need to generate a meeting and convert in the room? Business leaders love the ‘thud factor’ of a thought leadership report, but sales and marketing pros tell us that these rarely set up a focussed commercial meeting. One email, a questionnaire or a clever framework may be all you need.