63 Ideas to Make B2B Direct Marketing More Effective

63 Ideas to Make B2B Direct Marketing More Effective1. Use consumer looking promotion for Business to Business2. Capitalize on company name and reputation3. Use premiums to generate incremental revenue. 4. Enhance clients customer file. Guarantee cards are great source of information. 5. Use jargon/buzzwords of the specific industries 6. Use a simple survey to clean up customer lists 7. Use reply paid card to qualify leads8. Examine selling your customer list to manufacturers of compatible products. Examine allowing them to put in a message in your mailings and share coasts9. Merchandise lead generation to support the sales force10. Try a different format11. When cold calling (telephoning) write down all information give on a proper information card for each prospect. On the second call use the card for follow-up. 12. Be selective. 13. Invite sales force suggestions on the Direct Marketing programme14. Try an editorial approach15. Start at the top to find decision makers16. Merge your customer list and prospect list. This will help generate new business from existing clients. 17. Use business reference to you get new business. Use the customer list effectively for this. 18. Use Direct Mail for trade shows. 19. Give something free even an information booklet. 20. Become an expert on the field customers, objections, frontline. 21. Stop talking about yourself. 22. Use customers to get more prospect names. 23. Use specialised market reports. 24. Identify import/export factors, as well as legal obstacles. 25. Use a laser letter through a window envelope to business executives, but send it by Book Post to save money. Make it look like a regular business letter. 26. Use a low cost test mailing. 27. Never assume anything. 28. Involve the salesforce in market selection. 29. Let the salesforce managers select the mailings or ads. 30. Dont send inquiries to representatives send qualified leads. 31. If selling (by mail) to purchase managers design an order-from like a purchase order. 32. Break some rules (it is difficult to decide which one and why) 33. Identify the quality and cost of lists34. Use a separate Instant Delivery option slip as an insert if you can send the material within two days anyway. 35. Use the trade show technique to prioritise leads. 36. Sell leads to the sales force. 37. Build a sales contact pyramid for prospecting avoid the Rs 1000 sale to the Rs. 100 prospect. 38. Dont select a list only because it is cheap (or free). 39. Mail to subscribers of business/technical publications 40. Dont stop with one fulfillment package prospects need a second and third follow-up. 41. Use testimonials in advertising, particularly in a limited field. 42. Use a Free Trial offer (where relevant ) 43. Dont let premiums make customers look like thieves- Be ethical - Use your name- Emphasise image and premium44. Ask your customers for testimonials, performance reports. 45. Clear your customer list annually. Reward customers using your product most innovatively. 46. If your service or product carries a good price, send your message by a uniformed messenger. This almost surely gets your story into the right hands. 47. Make an easy-to-route package 48. Use two-part premiums to qualified prospects and customers. 49. If your telemarketers cant get through to a CEO, ask the CEOs secretary who makes these decisions? Secretaries frequently know and will tell. 50. Establish up-front goals. 51. Match the message to the market52. Only use premiums when youre mailing to names. 53. To increase response for a gift product, include a quality gift card from the manufacturer in the mail package. 54. Fulfillment packages should sell, not just inform. 55. Use Personalised letters in your fulfillment. 56. Be prepared to spend a great deal of time testing. 57. Know the difference between advertising mail versus direct response. 58. A last-chance re-mail of a first mailing piece with one colour change can cost-effectively increase response. 59. Dont bury the response number. 60. Rent lists for multiple usage. 61. Try an end-of-year mailing with special end-of-year price. This gets purchasers who have money in this years budget and have to spend or lose it. 62. Use trained direct response experts. 63. Make newsletters work overtime for you-include a reply device.