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WHITE PAPER
Change your mind about
B2B direct marketing to change results
Direct marketing has always played should become one of your most you send out 20,000 mailers with a role in B2B marketing programs. valuable marketing assets. the same message to a rented list But new technologies and audience and hope for a 2% return. It's about dynamics are inspiring fresh ways An integrated program of advertising, creating a program and system to use strategic, actively-managed public relations, online marketing, of messages, offers, information and highly-agile database marketing search and direct communications capture, measurement and to bring new results. Being can bring prospects to your refinement. The key is to build a successful simply requires a company web site, where you can direct communications "roadmap" different way of thinking. use information capture techniques of continuous cultivation that to build a database. Telemarketing provides more targeted information can be used to build or qualify a and leads prospects to the Think Like a Publisher list, or your sales organization can point where the sales channel Trade magazine publishers once gather it. Many B2B marketers are can take over. owned the franchise as aggregators improving the overall ROI of the of information. They also owned old favorite, trade shows, by using Using direct or database marketing their audience, or community of them as a key component in the to move a prospect closer to a sale interest. Many publishers are not list-building process. emulates good selling techniques. leveraging the power of the Internet Primarily, that means thinking about but rather protecting their traditional how to move a prospect toward an print business. This creates an Think Like An Editor action or decision, based on what opportunity for marketers to own Again, think about trade publications. they need or want. It requires a their own communities. But to Editors stay in contact with their step-by-step strategy that maps do it right, you have to think readers to make sure they are out how to respond to their actions. like a publisher. covering valued topics. They create If the prospect says yes to this an editorial calendar and work question, you send this message It starts with your list. You might ahead to stay on track. They keep or offer. If the prospect says no, be amazed to learn how much a disciplined production schedule you send this one instead. It's really money good publishers invest in so they always hit their publication a refinery process, and it can get their circulation lists - building, dates. As you make the move to very granular depending on the cleansing, qualifying, nurturing regular direct marketing, incorporate audience and selling situation. and maintaining. As you work to these practices into your process and build your own audience for direct you will be more successful. Instead communications, you have to be of being a marketer sending out an Think Like a Web Strategistprepared to invest in building and occasional direct mail piece or email, Your web site should be the maintaining your list. In the short you are seeking to become a trusted centerpiece of an effective term, you can purchase or rent lists. source of information that is of direct marketing program. It is But the objective is to break your interest to your community. already the center of your B2B reliance on renting lists, to "own marketing program and the online your list" and continually nurture representation of your company to and maintain it. Think of your list Think Like a Sales Pro prospects and customers alike. In as your community of interest; it Strategic direct marketing isn't about reality, a direct communications single direct mail projects where program is a kind of outreach, The 2.0 world is more seamless your sales force, SFA or CRM system, extending the web site's presence and agile, and effective marketers you can determine how many are to the audience and bringing know that strategically integrating closing and at what dollar volume. interested parties to the site to all of the appropriate tools is the continue their experience. secret to success. Keeping the direct Ultimately, it is possible to learn program separate from the rest of what it takes to generate a specific The direct strategy and the web site the marketing program underc... [download for more]
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