Making It Matter: Best practices for optimizing campaign measurement and performance
Executive Director, Account Strategy
Eric has a deep background of marketing leadership at Global 500 software companies, and was President of Click Commerce. His strategy roots grow from McKinsey & Co, where he learned that analytics, not instincts, drive the best corporate and market strategies.
3 ways to ensure your offer drives results
Getting your offer right should be the first step in planning any kind of campaign, but it’s also something you need to revisit along the way because marketplaces are in a constant state of change.
Make sure your value proposition matters to your audience
The bottom line here is: Do they want to buy what you’re selling? Do they need to buy from you? Many times, we see clients who do understand the features and benefits of the products and services they sell, but they don’t really know how their solutions matter in the day-to-day lives of their buyers and influencers. How does your value compare to the other options out there — including making no purchase at all?
Most marketers don’t think enough about the reasons (professional, personal, emotional, etc.) the audience buys or doesn’t buy, and from whom. They haven’t uncovered the key moments in time along the buyer’s journey where the differentiated value they bring can make a difference — which brings us to our second point.
Listen to the market to find the place you can own
And listen to your competitors. Internal dialogs about why your competitors aren’t as good are dangerous for marketers. Don’t dismiss what competitors say; rather, seek to understand why they’re making the claims they make. Their claims may be hints of what truly matters. Their claims also tell you where they are, enabling you to find the position you can take and uniquely own.
Set realistic expectations — get your math right
Dig deep to make it matter
Use the quick form below to contact us today if you’d like to learn more about optimizing your offer or see examples of how we’ve helped clients drive greater results. We’ll get right back to you!
Don’t miss our other installments of Making It Matter
In PART 1 of Making It Matter, Senior Director of Digital Marketing Tim Grant discusses three common analytics obstacles that can hinder campaign performance and offers suggestions for optimizing things along the way.
In PART 2 of Making It Matter, VP of Creative and Engagement Shannon Lee will talk about three ways you can evaluate your campaign creative for maximum effectiveness.