Using B2B Response Scenarios to Improve Results

By Chris Goetze, Senior Engagement Manager at Heinz Marketing
As B2B marketers, we’re focused on creating programs that will generate increasingly positive results. We know it takes a smart strategy, a highly-targeted campaign, a strong offer and CTA to move the needle in the right direction, but far too often marketers do all of the upfront work without thinking through the possible campaign response scenarios and what impact this will have on the business’ bottom line. This is where developing response scenarios can help you plan your campaigns more effectively to ensure their success.
What Are Response Scenarios?
Response scenarios are a great tool to forecast the potential outcomes of various marketing efforts across multiple channels such as email, direct mail, display, social, etc. By laying out the journey you intend your audience to take, and the various steps along the way, you can calculate how changing response rates will impact your campaign