1. Campaigns for a new product
BtoB
Claudia Manuti

2. Preliminary Remarks
Primary points:
• Product knowledge
• Market analysis
• Definition of target
• Definition of goals
• Competitors analysis
• Budget
Only after considering these points, we can decide which campaigns can
be created and executed.

3. Priority on
PUSH CHANNELS GARRISON
Priority on
PULL CHANNELS SATURATION
Attention Interest Desire Action
Strategic Approach
Create a conversion path
Follow the «AIDA structure» LEAD
GENERATION
NEEDS CHOICE
INFORMATION
CONSIDERATION

4. Conversion rate Y%
Conversion rate X%
Budget
B
Budget
C
Budget
D
Strategic Approach
Design a marketing channels mix
Budget
A
COST
PER
CONTACT
CAMPAIGN RICH
+
_
o DIRECT EMAILING campaigns
o DIRECT MAILING campaigns
o SOCIAL MEDIA campaigns
o SEM campaigns
o SEO activities
o VERTICAL MAGAZINE campaigns
o OUTBOUND TELESELLING activities
Conversion rate Z%
Conversion rate N%

5. 1. Create a Landing Page on the website, which
must contain:
• Description and benefis of the product
• Photos (better if there is a video)
• Call to action: e.g. - Request free trial – Book a visit – Ask for more
information - Newsletter registration …
• Contact form
• Privacy link !!
SEM Campaign

6. 2. Find long tail keywords. How:
• Understanding the needs that companies will
solve with the machine and giving them the
ANSWERS to their potential questions
• Using Google Adwords
SEM Campaign

7. 3. Make the client find you!
• Try to be the best result on research for your
keyword, optimising the landing page for
search engines (for free – through SEO/SEM
Techniques)
• Google Search Sponsored Links (with fee – pay
per click campaign)
SEM Campaign

8. 4. Monitor the results!
SEM Campaign
It is one of the most important action to do:
it gives the whole image of the campaign and
allows you to understand strong and weak
points of your job. This is the fresh start for
the following moves in this kind of marketing
campaign.

9. Being on the wave of Social Media World is
something that cannot be renounced in business
today. For this reason, a company should have
done its studies on which social channels are the
best for itself, and already started to properly
use it BEFORE (and then DURING and AFTER) the
arrival of new products.
Social Media Campaign

10. Which are the social networks that suit our
company and product?
1. Twitter
2. LinkedIn
3. YouTube
Having also a Facebook page is important to create a
«community» on the argument, and we must surely follow this
way to promote our product. But The FB campaign suits better
BtoC business, and it’s not our case.
Social Media Campaign

11. 1. Twitter is growing quite well. Italy is much slower than USA,
(and also than England, Germany…) but people are
understanding its potential for business.
Organising an #hashtag campaign on Twitter is a quite
simple job, but it has to be continuously monitored, to
feed the communication and follow the several trends
on the argument. We can launch the new product
linking to our landing page or a video-demonstration of
it.
We can also consider sponsored tweets.
Social Media Campaign

12. 2. LinkedIn works very well in the business
community: having a good profile helps to reach
targeted prospect.
The campaign on LinkedIn is very pointed. We can
choose where the announcement (banner) will be
seen, towards companies, people with a specific role,
business sector…, deciding the strategy (pay per click –
pay per impression)
Social Media Campaign

13. 3. YouTube: it is the second search engine after
Google, and we must consider it if we want to
get a big part of our prospect.
As we said regarding LinkedIn campaign, also YouTube
one is very pointed, because we can choose (through
our keywords) where our promotional/presenting
videos will come out. With a good YouTube Channel we
can also arrive to a very targeted group of interested
people.
Social Media Campaign

14. When we organise an e-mail campaign, we have
to remember two important points:
1. We are NOT selling the product by e-mail
2. We are giving information to create curiosity,
interest and, if we are excellent, also a need
because we know our clients’ lacks, and answers,
because we know their questions!
E-mail/DEM Campaign
How can we do this, then:

15. • Choose an appropriate title for the e-mail:
nice, familiar, without symbols nor too long
• Write an appropriate text, creating a friendly
but always professional relationship, allowing
them to answer for asking, visiting, trying…
Copywriting techniques are mandatory
Link to the website (landing page) is ok, but don’t
attach files or hang heavy pictures
E-mail/DEM Campaign

16. • Monitor the results!
E-mail/DEM Campaign
Again, one of the most important thing to do. There are
some platforms which allow to know how many e-mails
have arrived, if they have been opened and if the recipient
has done the action he was supposed to do (e.g.
ContactLab platform for newsletters). Otherwise, we can
monitor the e-mail answers and the number of accesses to
the website during the campaign through Google Analytics.

17. An error that can be done, is not considering the OFF-
LINE CHANNEL. Companies from several business sectors
still use to inform themselves through specialized
magazines, where we can arrive with an advertising page
or writing a tachnical article in cooperation with the
editorial company.
Unfortunally, Italy is far from a QR code campaign, but I
am sure this is an aspect we should monitor and study, to
be ready before the competitors.
Off-line Campaign
- Specialized magazines -

18. An other off-line push action is the direct mailing,
where we send e.g. a brochure of the new product
to the prospects, taken from preferences lists.
In Italy the redemption of this kind of action is quite low,
compared to USA and UK, because of the little willingness to give
own or clients’ details for commercial purposes. However, the
sector we are working in still uses it with appreciable results.
Off-line Campaign
- Direct mailing -

19. To feed the list of contacts of interested
people, we can also execute one of the
strongest push action for this kind of
product: the outbound Teleselling.
A call center calls the potential company clients
and briefly shows the news to create
ATTENTION.
Off-line Campaign
- Outbound Teleselling -

20. Last but not least: the events
If we study a right way to organise and
communicate an event, e.g. the exclusive
presentation of the product to invited people, I
believe that it will perfectly work throughout
our business.
Off-line Campaign
- The events -

21. Some other marketing actions and
strategies
• Push strategies work well also where the company has a
sales force or a structure of retailers to be trained and
propeled.
• Community Management through all the internet
channels, social networks, blogs, forums… in which we
have to participate with answers and questions, to better
understand prospect’s needs and to create a long term
relationship based on trust.
• Participation to trade fairs

22. Thank you!
• Campaigns for a new product
Claudia Manuti
claudia.manuti@gmail.com