Step 2: Define the role that digital marketing will play in that final objective
Posted: Tue Jul 01, 2025 6:04 am
Most B2B companies have a business model based on thailand phone number library some type of demo, customer visit, discovery call + quote.
This means that marketing and the sales force work together to achieve the established business goal.
It is very important to be clear about the weight that marketing will have in achieving this goal.
Will you be responsible for 100% of the opportunities generated for the sales team?
Do you have sales as a side business to generate your own activities?
Are there offline initiatives that will also contribute to the final goal?
You can use this table to record your goal.
From there, we could have a goal like this:
Digital Marketing will be responsible for generating 20 to 25 relevant business opportunities from their third month onward so we can reach our revenue goal for the year and reinvest in a new product line.
2. Digital objectives
Now we can define the digital objectives.
We know which segment and profiles we want to reach. We know how they behave and how they want to buy. Now it's time to define the key digital milestones that must be achieved to reach our goal.
A campaign focused on positioning a product or service will not have the same goals as one focused on raising awareness of a specific issue in the minds of our audience.
For this I like to work on the “digital objective chain.”
In other words: what digital milestones will lead to that final result.
The idea is to work backward from the final goal.
Scope
Traffic
Prospects
Closed meetings
Sales opportunities
Sales closed
This means that marketing and the sales force work together to achieve the established business goal.
It is very important to be clear about the weight that marketing will have in achieving this goal.
Will you be responsible for 100% of the opportunities generated for the sales team?
Do you have sales as a side business to generate your own activities?
Are there offline initiatives that will also contribute to the final goal?
You can use this table to record your goal.
From there, we could have a goal like this:
Digital Marketing will be responsible for generating 20 to 25 relevant business opportunities from their third month onward so we can reach our revenue goal for the year and reinvest in a new product line.
2. Digital objectives
Now we can define the digital objectives.
We know which segment and profiles we want to reach. We know how they behave and how they want to buy. Now it's time to define the key digital milestones that must be achieved to reach our goal.
A campaign focused on positioning a product or service will not have the same goals as one focused on raising awareness of a specific issue in the minds of our audience.
For this I like to work on the “digital objective chain.”
In other words: what digital milestones will lead to that final result.
The idea is to work backward from the final goal.
Scope
Traffic
Prospects
Closed meetings
Sales opportunities
Sales closed