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Mike Lieberman, CEO and Chief Revenue ScientistWed, Aug 10, 2022 3 min read

Episode 43 – What’s Wrong With Revenue? You Don’t Have The Right Campaign Methodology

This show aired LIVE on July 13. To watch the show on demand, visit the show page here. To see all our audio and video content, check out our new free streaming service, Square 2+.

In this episode of What’s Wrong With Revenue? we talked about a topic that usually contributes to marketing failures, and that is how you’re planning on executing your campaigns.

Sadly, most people don’t understand what goes into a campaign. They don’t know how to plan one, execute one, analyze one and then optimize that campaign so it produces results.

It’s very rare that you launch a Facebook ad campaign and a tidal wave of leads come streaming into the company.

It might seem like that’s happening based on the ads I see on Facebook, but that very rarely happens.

Instead, campaigns need to be planned out so that they are omnichannel, meaning you’re using social, search, email, content, events and other channels to get the campaign messaging out. It means someone is working to execute all those channels and make sure the content and messages are sent out flawlessly.

It means someone is letting those run long enough to collect enough data to do a proper analysis and then plan appropriate optimization to improve performance.

It also means those campaigns are allowed to run long enough to actually start producing results and driving leads. This could be three to six months in some instances.

We also talked a lot about the skill sets required to run successful campaigns. You need someone who understands how to strategically target and plan the campaigns, can leverage the assets the company has or create the correct new assets and then get those out via the right channel, personalizing the delivery to the people you’re trying to attract.

Finally, the skill sets definitely require the ability to optimize the campaign based on data and analysis.

It’s a complex set of specific skills that most people in marketing don’t have, and so most companies don’t run their campaigns correctly. In the end, they never see results from their investment in marketing.

Watch or listen to the show today it’s one of our best and will likely get you thinking completely differently about how you run your own campaigns.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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