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“7 Habits of Highly Effective DM Companies”BDG – March 2011Terry Jukes – PresidentB2B Direct Marketing Intelligence LLC

+Terry JukesPresident B2B Direct Marketing Intelligence LLC Former President of gNeil and Misco NA.

Former President of Ability Commerce

B2B DM Consultant since 2003.

Performs strategic marketing consulting including due diligence on buy/sell transactions and bank loans.

Practice is 50% retainer, 50% project based. Clients in USA, Canada, UK, France, Germany

Visits 10-15 B2B DM companies each year….both good and bad! I’m Colombo, Dr. Phil, Tony Robbins and Judge Judy!

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“7 Habits of Highly Effective Direct Marketing Companies”

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How good is my company?

+Intelligenc

e

+Intelligence

Fewer, smarter people = “collective brain trust”

Trusted partners = vendors, industry “buddies”, consultants

Attitude of continuous learning and improvement

Acceptance of constant change

Curious, humble, open.

Not stuck in “our way”

Process of deployment in place… “think then do”

+Intelligenc

e

Innovation

+Innovation

Proprietary Products & Services

Usually a “driving guru” exists.

New product/service sales >20%

Leading in technology application

Well developed, disciplined innovation process

Higher customer acquisition and retention rates

Innovative brand perception, seen as “leading”

+Intelligenc

e

Innovation

Inbound

+Inbound

It’s an energy that you feel!

“Advisors & Consultants” not “order takers”

“Make the most out of every call” , not an efficiency mandate

Increase AOV and order conversion 15-20%

Incentive compensation and “ownership” are key

Quartile/Decile performance measurement

Give non performers chance to be successful somewhere else! There is a big opportunity cost!

+Intelligenc

e

Innovation

Inbound

Integrated

+Integrated, multi-channel action!

Beyond talk, doing it!...and measuring results.

Have built supporting databases/CRM, measurement system and reports.

Understand interdependent online and offline marketing relationships and leverage that knowledge.

Have “hour by hour” dashboard management reports and “real time” adjustments.

Exploit multi-channel breaking news, traffic change and competitive activity.

Highly technology support

+Intelligenc

e

Innovation

Inbound

IntegratedInspirational

+Inspirational

Passionate leadership who “walk the walk”

Inspire employees who inspire customers

Create “believers”, “advocates”, “brand zealots”

Doing “cool stuff” and creating “worldwide raves” about unique products and services

Their “content” is used, forwarded, talked about, quoted…not just blogging, emailing, tweeting, creating fan pages.

Outstanding reputations, spotless facilities, respected leaders

+Intelligenc

e

Innovation

Inbound

IntegratedInspirational

Invest

+Invest

Sustainable margins support continuous investment

Invest in … Change – “only the paranoid survive” New product/service development Strategic acquisitions (usually product) Their next business model “Skunk work” teams Continuous improvement/invention People – training, mentoring Technology

+Intelligence

Innovation

Inbound

IntegratedInspirational

Invest

International

+International

True “globalization” business moving to “virtual”.

Think globally, act locally.

Leverage R&D/overheads around the world

Purchase goods and services internationally Goods from China Programming/IT from India Technical support/Customer Services from Eastern Europe or

Philippines

Growing/Expanding internationally Canada UK EU

+Intelligence

Innovation

Inbound

IntegratedInspirational

Invest

International

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“7 Habits of Highly Effective DM Companies”BDG – March 2011

Terry Jukes – PresidentB2B Direct Marketing Intelligence LLC

Questions?

Questions?Questi

ons?

Questions?