B2B Marketing: How to leverage an Effective Minimum Viable Campaign

Updated: Dec 28, 2020

If you are a small-to-medium-size B2B company looking to use marketing resources in the form of time, people and budget to generate leads, inbound marketing results, or any version thereof, then you might have experienced some overwhelm when faced with what usually goes into a marketing campaign: Read on to find out more on Minimum viable campaign.

  • 6-12 touchpoints

  • A specific Target Market segment

  • Call to action

  • A bout of paid digital advertising, 

  • Organic content frequently pushed out on all brand-owned media channels, 

  • Paid opportunities with influencers, 

  • An ongoing PR campaign, 

  • Moreover, moreover the course of 3 to 6 months.

All of these practices are costly, and after decades of working with and for start-ups and SMEs, we have found that following campaigns like this means an unrealistic spend for them that lacks worthwhile return. 

The TABTF-designed, iterated, practised, budget-respectful way: a Minimum Viable Campaign. Planned, built, executed, iterated and repeated across 16-weeks, an MVC can achieve things like:

Becoming well-known Among your Target Market 

  • Gaining visibility for your business in the places your target market already resides

  • Generating quality leads – Supporting those leads in becoming sales

  • Allowing you to raise your prices

  • Expanding into new markets

If you’re curious as to what a Minimum Viable Campaign for your B2B firm looks and sounds like, where it originates from and how it is leveraged to generate your next €500k in incremental revenue, here’s everything you need to know.

What is a Minimum Viable Campaign for B2B firms?

A Minimum Viable Campaign is a B2B marketing campaign developed and executed with just the core elements needed to move a specific target market into momentum, filling the middle of your sales funnel with a view to 5%-35% return. They are designed for firms of 50 employees or fewer, who’s proactive marketing efforts to date span no more than 3 years. 

An MVC is the marketing equivalent of a Minimum Viable Product, this is front and centre in many business conversations and refers to a product developed and released on a small scale with just enough features to satisfy initial buyers. An MVC offers similar benefits to an MVP: 

  • Speedy development & execution

  • Minimal use of resources

  • Less cost to implement

  • Less risk of huge capital loss (and all but guaranteed return)

  • An opportunity to gain insight into what works, and what needs to change

  • Ability to iterate and repeat 

Your Minimum Viable Campaign is a detailed plan for setting a foundation over 4 weeks, and then executing, on average, 4 meaningful touchpoints with your Target Market across 12 weeks. 

Done well, an MVC can become a system you can scale, re-skin, and re-purpose for new markets and products. 

16-weeks allocated for your Minimum Viable Campaign

Weeks 1 through 4 of your Minimum Viable Campaign look like: 

In our experience, it takes on average 4 weeks to create the foundation for your MVC executed over the subsequent 12 weeks. The checklist for weeks 1-4 is as follows: 

  • Strategy

  • Business Intention clearly defined

Marketing Strategy (that is rooted in commercial targets) approved 

Market Research completed for the chosen Target  Market. The insights from this will inform more than 80% of your marketing efforts. 

  • The database of those perfect-for-you-prospects has built

  • The brand perfectly aligned with your audience. You might need a brand refresh, including a new logo, tag line, etc. 

  • Sales Funnel perfected

  • Tools

  • Website is upgraded to work as the backbone of your sales funnel

  • Marketing Collateral prepared based on your target market

  • Sales Collateral that positions, packages your product/service

  • Social Media Skins that your Target Market care about are in place

  • Media and supporting content prepared

  • Weeks 5 through 16 of your Minimum Viable Campaign look like: 

  • MVCs look like 4 (or more, or fewer- everyone is different) meaningful interactions with your target market over 12 weeks. 

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