Embed Size (px)
Citation preview
B2B Marketing Part 4: 50 tips to power up your
efforts
Michelle FarabaughExecutive Vice President, CognitiveDATA
Al BessinExecutive Vice President, CognitiveDATA
Carol Worthington-LevyCreative Director, Worthington-Levy Creative
What’s up for this session?
• We’re doing a fast and furious 50 ideas and tips
• Many of these will be something you can immediately implement
Be sure your marketing mix includes both Push and Pull elements
4
Catalog
Flyer
SEO SEM
SEO
SEM
Get more mileage out of catalog with wraps– Wrap can make catalog more personal, more promotional, increase its
power in the mailbox. Also get double duty from already-printed book.
Less expensively increase customer contact!
Personalize with names and PURLS
Use name, PURLs and even a QR code to get people into the place on your site
Remember that marketing planning should be iterative
7
Constantly challenge the status quo
Think Account-Centric
Organize data so that all channels, campaigns, responses and contacts converge at account level
Don’t send out the same email over and over
Develop two or three different formats to get attention in different ways
Provide more added-value in emails that make them useful
Tell them it’s coming… then tell ‘em it arrived
…by sending emails to customers so they’ll recognize the catalog when it comes in
Make a special offer to just go online now and find what you need instead of even waiting for the catalog
Even if they do order online now, they will still look at the catalog
Tailor marketing techniques to the type of account you target
11
If they can’t read it, they can’t respond
Many designers don’t have enough background in what people can read!
Avoid high-chroma type colors like lime green and orange!
Try not to reverse type at all – it reduces comprehension to less than 10% of what they understand when it’s black on white or light backgrounds.
If they can’t read it, they can’t respond
Your logo is the most important thing on your catalog cover
B-to-B direct marketing is primarily a one-to-one relationship
Cu
sto
mer
Val
ue
Average
High
Time
Low
Target Acquire Retain Grow
First Purchase
Up-Sell
Dialogue Optimized
Develop
Understand where the account is in the journey
A QR code is great wherever someone has a Smart Phone!
• Whether it’s on a webinar slide or an ad, it takes up almost no room!
Separate Branded from Competitive terms when evaluating Search results
17
“Stroller”
Test
Make testing part of every marketing strategy and plan
18
Test A
Test B
Control
Offer test – gifts vs. discounts
• This free personalized post its offer outpulled the discounted offer even though it cost the client less money.
• Paper premiums like this cost less than some other things
• Don’t offer too much or they won’t be loyal
email: subject lines must vary
email: “from” must be meaningful– If I don’t know you, I assume you’re spam– Who the hell is…… –
Missed opportunity! This is from ADOBE!
– Yes, I know this company!
– And they have some cool things for me to see and do!.., leading us to…
email: top inch is critical for readership
• Top inch or so is where many customers ‘screen’ their email. Make it count.
Know who you’re emailing to!
• In this case Dell ‘rented’ my email address from the iGroup Business Email List – who clearly don’t clean their lists before they sell them -- because I only use Mac!
• If you MUST rent, look for affiliate relationships that make sense and use those smartly
Segment and score your customer and prospect files
Core
Near Core
Tertiary
Consider new segmentation variables – there are lots!
Number of employees SIC Annual sales Business credit score or bad debt Change in ownership date New / years in business
Speak directly to your market
• The more general your message, the less likely you will get response
• These two packages were specific to each market – fleet managers for businesses who used trucks
Don’t Hesitate To Ask—Customers Get It!
13 unique and most relevant titles presented
Aggressively seek to tie contacts with accounts in your database
“If you can’t see this email, click here”• Many viewers will have a problem seeing your email if it has images
or the programming isn’t compatible with their system
“The customer or prospect doesn’t give a damn about you, your company or your
product.
“All that matters is ‘What’s in it for me?’”
- Bob Hacker
Type of Account Marketing Program Catalogs x times per year Monthly new product flyers Periodic promotions to incr. AOV Inside sales rep (if potential there) Custom website to simplify ordering
One catalog per year Outside sales rep or specialist
manages account
Have one employee manage bid sites online – add in sales as needed
Flow
Project
Bid Customer
Tailor marketing programs to the type of account
Fastest to react, most confident to act
Lowest advertising costs, highest return on marketing investment
Ability to target the best, limit contact to the least interested
Customer differentiation
Database marketing will get more difficult and sophisticated
The company with the best data and account intelligence will win!
11/29/11 33
Unifying your message makes your effort more powerful and effective
• This whole campaign (on the following slides) is integrated — immediately recognizable!
11/29/11 34
Unify space advertising and DM …
Space ads use same strong graphics and also same strong copy platform, with words like Alluring and Class Act…
11/29/11 35
Unify space advertising, DM and Web/email
Web also uses similar style of art and copy - and shares one of the promotions!
This is true multi-channel campaign
Use appropriate intervals for metrics and reporting
When actionable?
When a trend?
When available?
36
37
Any response measurement scheme is a model – there is no perfect system
Direction appears long before absolute clarity
B2B offers for lead generation
– White paper Guides and whitepapers allow you to inexpensively tap the knowledge you have already.
You become an authority.
39
Include quality value added content on your site or your catalog pages
Helpful tips, authorities sharing experience that will help the business be more successful
Build a contact matrix to maximize ROI
Identify key accounts and manage them actively!
If you’re not using mobile yet, you’re missing out
B2B customers are highly responsive to phone messaging and offers
Use it for ongoing relationships/special offers
Work with an affiliate who has access to your prospects
Develop an app!
B2B customers are time-impoverished and looking for convenience
While it may seem like fun to develop a game app, instead, develop one that saves your customers time and effort
Example: Southwest Airlines Smart Phone App makes checking in a one-hand experience (when you’re driving!)
Time is your enemy……think quick wins as well as big wins!
Use the 80:20 Rule and beware of Opportunity Cost
4444
Now! Future
When you redo your site, make it an event!
An improved website – needs re-registration – another reason to contact customers
Here’s a teaser email to draw them in
When you redo your site, make it an event!
New landing page/home page that acknowledges the visitor
When you redo your site, make it an event!
Special catalog wrap for those who don’t check their email
Actively manage your affiliate programs!
48
Your Account You
Personalization performs better
Variable Digital Printing is a great attention getter
Not too expensive in short run tightly targeted mailings
Use telemarketing as an integral part of your contact strategy
50
Targeting a niche market
● Develop value added articles to help customers with their business
What does YOUR market prefer?
Some markets, like attorneys, prefer a printed newsletter to one online. Don’t let it get too long!
Think “minimalist” One Page!
Functional managers own the detail
When developing a marketing dashboard…
53
Competitive advantage in the future will live in how effectively an organization can understand, track, engage, measure & influence consumer behavior at the individual, site and corporation level.
Contact Us
Carol Worthington-LevyCreative [email protected]
Al BessinExecutive Vice President, [email protected]
Michelle FarabaughExecutive Vice President, [email protected]
