A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?
- To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities.
- To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.
- To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.
- To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.
Explanation:
This goal is specific, measurable (25% increase), achievable, relevant to the business objective of growing the customer base, and time-bound (within the next three months). Setting specific and measurable goals helps the company focus its marketing efforts and provides a clear target for success.
To support the goal of growing the customer base by 25%, the specific marketing goal for the company is outlined in the third option. This plan involves a strategic approach, stating a clear target for lead generation with a substantial increase of 40% over the next year. The means to achieve this include a focused effort on highlighting new product features through a precise 15% increase in the ad budget and a 20% increase in the budget allocated for mid-funnel activities. The specificity of the percentages and the alignment with the overarching objective of growing the customer base make this option a well-defined and actionable marketing goal for the software company.