Reverse Engineering – Tailor the campaign parameters based on the predefined outcome.
With the DB and content ready the campaign is almost ready to be designed. One important piece of contribution are the expected goals such as number of leads created per week. This number must be in line with the capacity of telemarketing agents or sales executives ready to follow-up.
A second factor is the budget. There will be limitations of which portion of your entire selection can be accessed by your marketing campaign.
Together with the budget and the capacity a weekly phasing of the execution will be designed. This includes expected engagements, resulting leads, pipeline and revenue per week. Touch points and engagements will all happen during the campaign. Depending on typical project lead times marketing pipeline might be created during the next two quarters. Revenues might be achieved even later, e.g. after one year.