B2B Marketing Class Five Direct Marketing Kent Lewis [email protected] ://.
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Transcript of B2B Marketing Class Five Direct Marketing Kent Lewis [email protected] ://.
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Agenda
Class Project Due
Guest Speakers
Direct MarketingPrint
Hybrid
Online
CRM
News
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Direct Response Marketing
Place/Distribution: Direct marketingCatalog – multiple SKUsDirect response – print, hybrid, onlineTelemarketing – old standbyInternet – the new 800 number
Key success factors:ListCreativeOfferCall to actionTesting
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Direct Response
In-house database marketingCollect email addresses
Get permission for updates
Send regular updates; email newsletter
List rentalTraditional print is well established
Be careful of email list integrity
Spend .20 to .40 a name for opt-in emails
Usually requires third party bonded house
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Print Direct Response
Typical print response rate: .5% to 3%Typical conversion rate: 1%10,000 mailers = 100 responses = 1 saleCostly production and distribution costsTypical costs: $2.50 to $5.00Follow-up mailers lift by half original rateLittle cost savings by volumeVendors:
Eisenberg & AssociatesRosen Brown Direct
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Hybrid Direct Response
Increase response by combining methods:Print, telemarketingPrint, Internet
Expect 1% to 6% response rateIntegrate with CRM system for optimal valueRequires unique URL or tracking codePersonalization realistic optionVendors:
Babcock & JenkinsHacker Group
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Electronic Direct Response
Increase response to 5% to 8%Reduce costs and timeframe by 80%
$100 per customer via banners$50 per customer via print DM$20 per customer via email
Instant fulfillment opportunitiesRequires opt-in or double opt-in permissionAlways leave an opt-out optionViral component optionalHTML = sent, opened/read, clicks
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Current focus on return on investment (ROI)
Marketing is moving to direct response model
Email marketing offers many benefits:Rapid development and easy modification
Affordable production and testing
Thorough tracking and real-time reporting
Easy maintenance and automation
Email marketing will be $1.7B industry in 02
Electronic Direct Response
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Electronic Direct Response
Automate processes and reporting
Integrates nicely with CRM systems
Track behavior as well as preferences
Vendors:@once
Digital Impact
DoubleClick (FloNetwork)
MessageMedia
NewWorldIQ
Responsys
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Strategic planning
List development
Copy & creative
Tracking & reporting
Campaign Components
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Map objectives to audience
Determine optimal strategySpecial promotions
Event registrations
Downloads
Trial registrations
Email newsletter
Web-survey
Landing pages
Integration
Strategic Planning
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List typeSpam
Opt-out
Opt-in
Double opt-in
House listsCustomers
Prospects
Other constituents
Co-op
E-pend
Rentals
List Management
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Email components Subject
Sender
Introduction
HTML vs. text
Hyperlinks
Offer
Call to action
Landing page
Testing is critical
Copy and Creative
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Sent
Bounces
Unsubscribes
Profile updates
Open/Reads/Views
Clicks
Send-to-a-friend
On-site tracking
Conversion
Tracking and Reporting
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Sample: InFocus
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Sample: Anvil
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Objective:Generate qualified leads to fill sales channelDecrease cost per lead and sales cycle
Challenge:Technology decision makers at target schools
difficult to reach
Strategy: Create introduction email based on testing matrixIncrease number of trial subscriptionsBuild qualified list for email newsletter
Results: 8.5% click-through rate 9.7% opt-in rate response rate
Case Study: Learning.com
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Customer Relationship Management
Where sales meets customer service
More affordable to grow than acquire
Moving customers up the pyramid
Technology has revolutionized CRM
What is 1:1 communication?An opportunity to listen
Exploring new ways to communicate
Segmentation offers improved relevance
Extranets and email are primary vehicles
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Customer Relationship Management
Manage relationship from suspect to mature customer
Many CRM systems offer DM capabilitiesFeatures include auto-responder emails,
profiling and filteringVendors:
ClienteleFrontRange (GoldMine)OnyxPivotalSalesforce.com
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Resources
www.1to1.com www.accutips.com www.adweek.comwww.brandweek.com www.cooleremail.com www.crmguru.com www.dmnews.com www.spamlaws.com www.permission.com
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B2B Marketing
Presentations next week
Bring in news, questions and comments
See you next week
Kent Lewis
http://www.anvil-media.com/b2b