Contents

INTRODUCTION: ON-DEMAND CRM AND THE NEW MARKETING MODEL™ 1-1

Objectives of this Training and Certification Program .........................................................1-2On-Demand CRM: A Tool for Improving Productivity, Efficiency, and Measurability in Sales and Marketing .........................................................................1-3Major Benefits of On-Demand CRM to the Business-to-Business Sales and Marketing Process ................................................................................................1-6

Efficient New Processes Expose Old Inefficiencies ....................................................1-6Better Measurement is Contagious .............................................................................1-7Often, the Problem Isn’t Lack of Measurement, It’s Poor Sales Response ..............1-7

Lead Development: After a Lead is Generated, It Must Be Developed, With the Help of Marketing Professionals ............................................................................1-8

A Streamlined Process Becomes a Faster Process, Raising Expectations for Better Marketing Execution ...............................................1-10

The “Sales/Marketing Disconnect” ...................................................................................1-10The New Marketing Model™ .......................................................................................1-11

On-Demand CRM and the New Marketing Model: Core Principles ..................................1-121. Knowledge of the Tradecraft of Marketing Execution ..........................................1-122. Owning the Skills of Effective Marketing Execution .............................................1-133. Marketing Aligned with Sales .................................................................................1-144. Partnering with Sales by Executing Effective Lead Development Programs ......................................................................1-155. Using Clear Presentation in Lead Generation and Lead Development ..............1-176. Using “Show What You Know” to Establish Thought Leadership and Unique Positioning for Your Company and Its Product ......................................1-18Functional Areas Where Marketing is Integrated With On-Demand CRM ...............1-181.) Tracking and Measuring Sales Response from Marketing Programs (Campaigns) .....................................................................1-192.) Manual and Online Lead Capture (CRM Web-to-Lead); ......................................1-213.) Online Storage and Distribution of Sales Support Marketing Deliverables (CRM Document Library) .............................................................................................1-214.) Executing, Tracking, and Measuring Lead Development Programs (Third-party E-Mailers and On-Demand CRM Reports) .............................................1-225.) Produce, Execute, Measure, and Assess Keyword Search Advertising (On-Demand CRM and Google AdWords) ...................................................................1-236.) Plan, Schedule, and Monitor Progress of Execution of Marketing Programs (CRM Project Managers ) .........................................................1-24

CONTENTS

CRM Field Marketing Handbook

It All Starts With a Lead .......................................................................................................1-24

ON-DEMAND CRM AND YOUR MARKETING PLAN: INTEGRATING ON-DEMAND CRM TO BUSINESS-TO-BUSINESS MARKETING PROGRAMS, METHODS, AND MEDIA 2-1

Integrating Your Marketing Program and Aligning Its Objectives to On-Demand CRM .....2-1Two Essential Elements of Business-to-Business Marketing Plans in The New Marketing Model ................................................................................................2-4How Marketing Tools and Media Integrate With On-Demand CRM ..................................2-4

Direct Mail ......................................................................................................................2-4Print Display Advertising ...............................................................................................2-5Trade Shows ...................................................................................................................2-6Web Sites and Keyword Search Advertising ................................................................2-7E-Mail Message Programs ............................................................................................2-8Field Marketing for Sales Support ................................................................................2-8Tracking and Measuring Response to Your Marketing Program Using On-Demand CRM ...............................................................................................2-10

Lead Tracking by Campaign in On-Demand CRM ..............................................................2-10Overview of Key Marketing Measurements Used in On-Demand CRM ...........................2-12

Response Rate .............................................................................................................2-14Cost-per-Lead ...............................................................................................................2-14Return on Investment (ROI) ........................................................................................2-15Lifetime Value of a Customer .....................................................................................2-15Other Key Marketing Measurements .........................................................................2-15

Marketing Professional’s Checklist for Creating a Campaign Using On-Demand CRM .......................................................................................................2-17

1.) Creating a New Campaign .....................................................................................2-172.) Importing Leads to a Campaign ............................................................................2-193.) Set up Campaign Tracking Features .....................................................................2-194.) Export Leads or Contacts to a Mailing List (for Direct Mail Projects) ...............2-225.) Execute Your Campaign, and Track, Measure, and Assess Campaign Response ...............................................................................2-23

Marketer’s Action Plan: Six Steps to Effective Marketing Execution Utilizing Campaigns in On-Demand CRM ...........................................................................2-24

1.) Create Your Plan .....................................................................................................2-252.) Plan for Measurement ...........................................................................................2-263.) Execute ...................................................................................................................2-274.) Track, Measure, Monitor, and Assess ...................................................................2-275.) Evaluate, Adapt, and Improve ...............................................................................2-286.) Follow Through .......................................................................................................2-28

How this Workbook is Organized: Overview of Main Workbook Sections ........................2-29Professional Development for Business-to-Business Marketing Professionals ..............................................................................................2-30

HOW TO WRITE ADVERTISING (OR MANAGE THOSE WHO DO):DISCOVERING, DEVELOPING, AND PRESENTING YOUR PRODUCT’S MOST EFFECTIVE SALES MESSAGE 3-1

Effective Copywriting Means Research and Execution .......................................................3-2Part 1: The Information-Gathering Stage ............................................................................3-3

Step 1: Listen to Your Company’s Sales Reps ............................................................3-3How to Debrief a Sales Rep .........................................................................................3-4Learn Which Benefits Work Best .................................................................................3-5How Do Your Salespeople Counter Common Sales Objections? ..............................3-6What Else Do Your Salesmen Have to Say? (Plenty!) .................................................3-6Ask Your Top Sales Reps: “What’s Your 'Elevator Pitch?'” .........................................3-6Elevator Pitch Examples ................................................................................................3-7What Do Your Sales Reps Think of Your Company’s Marketing? ...............................3-8Step 2: Check Your Competition ..................................................................................3-9Step 3: Get Your Competitor’s Sales Information Kit ................................................3-9Step 4: Research Trade Publications in Your Industry ..............................................3-10

Part 2: Writing Effective Advertising and Promotional Copy ............................................3-11How Prospects See Your Advertising ..................................................................................3-11Anatomy of an Effective Marketing Deliverable .................................................................3-12

Headline .......................................................................................................................3-12Subheads .....................................................................................................................3-13Body Copy .....................................................................................................................3-14Call to Action ................................................................................................................3-15

Writing Effective Advertising: Three Advertising Copywriting Exercises ...........................3-16Step 1: The Laundry List ............................................................................................3-16Sales Benefit Attributes ..............................................................................................3-17• Speed • Efficiency • Productivity ..........................................................................3-17• Quality • Comprehensiveness • Richness ...........................................................3-17• Low cost • Savings • Value for money .................................................................3-18• New • Updated • Improved • Upgraded • Different ...........................................3-19

Step 2: The Park Bench Story ............................................................................................3-19Step 3: Your Elevator Pitch ..................................................................................................3-21What You Have Accomplished by Completing these Exercises .........................................3-21Part 3: The Execution Stage ................................................................................................3-22Your Headline .......................................................................................................................3-23Converting Benefits to Headlines: Examples .....................................................................3-23Your Subheads for Sales Copy ............................................................................................3-25Your Marketing Deliverable’s Body Copy ............................................................................3-25This Writing Process Opens Infinite Possibilities ...............................................................3-27

Contents

CRM Field Marketing Handbook

FIELD MARKETING DELIVERABLES: EXPEDIENT LAYOUT AND EXECUTION FOR EFFECTIVE ON-DEMAND CRM SALES AND MARKETING DOCUMENTS 4-1

Examples of Expedient Marketing Deliverables ..................................................................4-21. Print Field Marketing Deliverables ..................................................................................4-3

Informational Premiums ................................................................................................4-3White Papers ..................................................................................................................4-3Sales Support Materials ................................................................................................4-5Sales Flyers ....................................................................................................................4-5Comparison Charts: Powerful Marketing and Sales Tools .........................................4-6Question-and-Answer/FAQ Sheets ................................................................................4-9Sales Letters ..................................................................................................................4-9Sales Letter Structure .................................................................................................4-10

Sales Letter Idea Starters ...................................................................................................4-11Step 1: Writing the Sales Letter Lead ........................................................................4-11Lead With Empathy ......................................................................................................4-11Ask a Question .............................................................................................................4-12Start it Straight ............................................................................................................4-12Break the News or Cite a Source ...............................................................................4-13Sometimes, a Headline Works Just Fine ...................................................................4-13Sales Bullets and Key Sales Benefits ........................................................................4-14Starting Your Body Copy ..............................................................................................4-14

Layout and Presentation Techniques for Sales Cover Letters .........................................4-15Bullets ...........................................................................................................................4-15Boldface Paragraph Leaders ......................................................................................4-16Boldface Phrases Within Paragraphs .........................................................................4-16Copy Boxes ...................................................................................................................4-16

Sales Letter Close and Call to Action .................................................................................4-17The More Personal the Letter, the Less Promotional It Should Be ..................................4-21

Scouting New Deals and Filling Your Company’s Deal Pipeline Gives You a Place at the Table ...................................................................................4-22

2. Online Deliverables ..........................................................................................................4-22Landing Pages .............................................................................................................4-22

E-Mail Messages and Newsletter Formats .........................................................................4-24Web Video .............................................................................................................................4-253. Other Marketing Deliverables .........................................................................................4-25

Telephone Voicemail Scripts .......................................................................................4-25PowerPoint Presentations Checklist for Making PowerPoint Presentations More Effective ......................................................................................................................4-30III: Expedient Layout Techniques for Field Marketing Deliverables ..................................4-31

Guiding Design Principles for Non-Designers ............................................................4-31Elements of Sales Flyers, Ads, and Other Promotional Marketing Deliverables .............4-33

Design and Content Checklist for Effective Layout of Field Marketing Deliverables ...............................................................................................4-36Layout Devices that Improve Presentation and Selling Power .........................................4-40

DIRECT MAIL PLANNING: GENERATING INQUIRIES AND SALES THROUGH DIRECT MAIL AND DIRECT RESPONSE 5-1

Advantages of Direct Mail .....................................................................................................5-1Direct Mail Applications ........................................................................................................5-3Part 1: Mailing Lists: The Heart of Your Company’s Direct Mail Marketing Activities ................................................................................................................5-5

Assessing Mailing Lists .................................................................................................5-5Elements of a Winning Mailing List .............................................................................5-6Mailing Lists: Self-Compiled and Rented Mailing Lists ...............................................5-7Self-Compiled Mailing Lists ...........................................................................................5-7Self-Compiled Mailing List Sources ..............................................................................5-7The “Dumb Assistant” List Compiling Method ............................................................5-8List Compilation: Set Your Database Up Right the First Time .................................5-10Rented Mailing Lists ...................................................................................................5-12Where to Find Mailing Lists to Rent: SRDS Direct Marketing List Source ..............5-14How to Look for Mailing Lists in SRDS Direct Marketing List Source ......................5-15

Types of Trade Publication Mailing Lists ............................................................................5-16Compiled Mailing Lists ...............................................................................................5-17How Much Response Should You Get from Your Mailings? ....................................5-17Mailing List Rentals and Policies ...............................................................................5-18

Part 2: Direct Mail Packages .............................................................................................5-18Direct Mail Package Elements ...........................................................................................5-20

Outer Envelope ...........................................................................................................5-21The Sales Letter ..........................................................................................................5-22

Elements of Successful Direct Mail Sales Letter Copy ....................................................5-24Lead Paragraph ...........................................................................................................5-24Key Sales Benefits and Sales Bullets ........................................................................5-24Sales Letter Close and Call to Action .........................................................................5-27Layout Tips for Sales Cover Letters ...........................................................................5-28

Brochures for Direct Mail Packages ..................................................................................5-28Direct Mail Response/Business Reply Cards (BRCs) .......................................................5-30

The “Buck Slip” ...........................................................................................................5-31The Call to Action: Direct Mail Premiums to Get Inquiries and Orders ...................5-32Other Promotional Offers for Direct Mailings ...........................................................5-33

Self-Mailer Formats: Brochures, #10 Mailers and Four-Color Postcards .......................5-34Self-Mailing Postcards ................................................................................................5-35

Contents

CRM Field Marketing Handbook

DIRECT MAIL TESTING: REDUCING MARKETING RISK AND EXPENSE IN YOUR COMPANY’S DIRECT MAIL PROJECTS 6-1

Typical Mailing Tests ..............................................................................................................6-2When to Test ..........................................................................................................................6-3Deciding What to Test ...........................................................................................................6-3Your Testing Benchmarks ......................................................................................................6-4Testing Sample Sizes: How Small is Too Small and How Big is Too Big? .......................................................................................................6-5

Minimum List Sample Size ..........................................................................................6-5Finding List Sample Sizes: The “Statistics Professor” Method ..................................6-5

The “Real World” Sampling Method ....................................................................................6-6List-Testing and Sampling: A Typical Example ......................................................................6-8Planning Your Direct Mail Test Program ............................................................................6-10

Selecting Mailing Lists to Test ....................................................................................6-10“Nth-Name” Mailing List Selection .............................................................................6-11Testing Direct Mail Packages ......................................................................................6-11Testing Different Promotional Offers .........................................................................6-12

Preparing Your Direct Mail Test ..........................................................................................6-12Create a Test Panel Matrix .........................................................................................6-12Key-Coding Your Direct Mail Pieces ............................................................................6-12Developing a Key Code System for Your Mailings .....................................................6-13Where to Print Key Codes ...........................................................................................6-14Developing Procedures for Collecting and Reporting Key Codes ............................6-15

Marketing Professional’s Checklist for Creating a Direct Mail Test Using On-Demand CRM ............................................................ 6-16

1.) Creating a New Campaign Type to Track Mailing List Tests in On-Demand CRM 6-172.) Add an Actual Response Calculation Field to Your Campaign Records .............6-19

3.) Create a Key Code Field .........................................................................6-224.) Create a New Campaign for Each Mailing List Test and Import or Assign Each Mailing List to Each Campaign .............................................6-225.) Capture Responses as they are Received from Your Test Mailings ...................6-236.) Set Up On-Demand CRM Reporting Features to Track and Measure Your Test Mailings ........................................................................................................6-24Developing a Response Curve for Your Mailings .....................................................6-24

Analyzing Results of Your Test Mailings ............................................................................6-29Direct Mail Troubleshooting: What To Do If Your Test Mailings Fail ................................6-31Testing is a Continuous Process: Test Always, and Test Often ........................................6-34Rolling Out: Scaling Up Your Mailings After Your Direct Mail Tests .................................6-34

Scaling Up: Determining Your Range of Response to a Mailing .............................6-34

Test Mailing Rollouts: How Many Pieces to Mail Next? ...........................................6-35Extending Your Direct Mail Program: Timing and Execution ............................................6-37

DIRECT MAIL EXECUTION: CREATING, DEVELOPING, AND EXECUTING SUCCESSFUL DIRECT MAIL PROJECTS 7-1

Putting Direct Mail to Work: A Mailing for Most Every Marketing Situation .....................7-1Situation #1: Mailings to Rented Mailing Lists ...................................................................7-2

Marketing Situation #2: Tactical Mailings for Sales Promotions, New Product Announcements, and Other “Targets of Opportunity” ........................................................7-6

Marketing Situation #3: Inquiry-Generation Postcard Decks ....................................7-7Marketing Situation #4: The Sales Rep’s Sales Kit .........................................................7-12Marketing Situation #5: Sales Inquiry Bounceback Package .........................................7-13Executing Your Company’s Direct Mail Projects ...............................................................7-15Step 1: Mailing List Selection (Estimated Execution Time: 1- 2 Weeks) .........................7-16

Internal Mailing Lists ..................................................................................................7-17External Mailings: List Execution for Rented Mailing Lists .......................................7-18

Step 2 : Direct Mail Package Design, Copy and Production (Estimated Execution Time: 1-3 Weeks) .....................................................................7-21Direct Mail Package Development for New Mailings .......................................................7-21Direct Mail Piece Development and Production: Timing and Mechanics .......................7-22

Step 1: Sketch Out the Requirements and Sales Copy Points of Your Direct Mail Package .......................................................................................7-23Step 2: Direct Mail Package Copy, Development and Production ...........................7-24The Proofing Cycle .......................................................................................................7-24Step 3: The Print Production Process ........................................................................7-26Step 4: Lettershop and Mailing .................................................................................7-27

Mailing List Processing ........................................................................................................7-29Marketer’s Action Plan (MAP): Checklist for Executing Direct Mail Campaigns in On-Demand CRM .............................................................................................................7-311.) Create Your Plan .............................................................................................................7-31

Targeting: .....................................................................................................................7-312.) Plan for Measurement ...................................................................................................7-31

Cost Side: .....................................................................................................................7-32Revenue Side: ..............................................................................................................7-32Concept and Production: .............................................................................................7-32Preparation (for Execution): ........................................................................................7-33

3.) Execute ............................................................................................................................7-334.) Track, Measure, and Assess ..........................................................................................7-345.) Evaluate, Adapt, and Improve ........................................................................................7-346.) Follow Through ................................................................................................................7-34

Contents

CRM Field Marketing Handbook

TRADE SHOW MARKETING: MAKING A SUCCESS OF YOUR COMPANY'S TRADE SHOW OPPORTUNITIES 8-1

Trade Shows: Where Markets Come Alive ............................................................................8-1Trade Shows Keep Marketing Professionals Sharp .............................................................8-2Locating the Best Trade Shows in Your Market ...................................................................8-2Trade Show Timing and Planning ..........................................................................................8-3Evaluating Trade Show Opportunities ...................................................................................8-4Selecting a Trade Show Booth: Location and Size ..............................................................8-5

Choosing the Best Trade Show Booth Location ..........................................................8-5Selecting Your Booth Size .............................................................................................8-7

Getting Your Company Into the Show ...................................................................................8-8Trade Show Booth Options ...................................................................................................8-9

Trade Show Booth Backdrop .........................................................................................8-9How Show Attendees Wander a Trade Show —and How to Get Them to Your Booth ................................................................................8-11Producing Your Company’s Trade Show Backdrop Design ...............................................8-12Small Booth Aisle Signs .....................................................................................................8-15Trade Show Sales Video on Flat-Panel Display ..................................................................8-19Trade Show Pre-Marketing: What to Do Before the Show ...............................................8-21

Trade Show Postcard Mailings ....................................................................................8-22E-Mailing Show Announcements/Invitations to Existing Sales Prospects ..............8-25Advertising in Trade Show Dailies .............................................................................8-26

Printed Marketing Collateral for Trade Shows .................................................................8-26Trade Show Premiums and Drawings ...............................................................................8-28Trade Show Logistics ...........................................................................................................8-28

Getting Your Booth and Materials to the Show .........................................................8-30Booth Setup Day ..................................................................................................................8-31Major Trade Show Emergencies ........................................................................................8-32The Show Begins: How to Work a Trade Show ...................................................................8-33When the Show Ends ...........................................................................................................8-34Marketer’s Action Plan (MAP): Checklist for Executing Trade Show Campaigns in On-Demand CRM .............................................................................................................8-341.) Create Your Plan .............................................................................................................8-34

Your Objectives ............................................................................................................8-34Targeting .......................................................................................................................8-35Preparation (for Execution) .........................................................................................8-35Concept and Production ..............................................................................................8-35Pre-Show Promotion ...................................................................................................8-36

2.) Plan for Measurement ...................................................................................................8-37Cost Side ......................................................................................................................8-37Estimated Revenue Side .............................................................................................8-37Preparation (Measurement) .......................................................................................8-38

3.) Execute ............................................................................................................................8-38Pre-Show ......................................................................................................................8-38At the Show ..................................................................................................................8-39

4.) Track, Measure, and Assess ..........................................................................................8-395.) Evaluate, Adapt, and Improve ........................................................................................8-396.) Follow Through ................................................................................................................8-40

ADVERTISING: PLANNING & EXECUTION MAKING TRADE PRINT ADVERTISING PAY OFF IN YOUR COMPANY’S MARKETING PROGRAM 9-1

The Trouble with Print Advertising in B2B: Cost and Long Lead Times .............................9-1Should Your Company Be Advertising at All? .......................................................................9-2Key Elements of Your Company’s Print Advertising Program .............................................9-4Your Advertising Program’s Goals .........................................................................................9-4Planning Your Company’s Print Advertising Programs ........................................................9-51. The Advertising Layout, or Deliverable .............................................................................9-5 What’s Your Offer? .........................................................................................................9-6 Always Test Every New Advertising Program ................................................................9-6

Whenever You Run an Ad, Track It ...............................................................................9-72. Ad Size: What’s Best for Your Advertising Program? ......................................................9-8

The Full-Page Ad Myth ..................................................................................................9-8Don’t Run a Full Page Ad When a Smaller Size Will Do ...........................................9-10Sales vs. Inquiries from the Ad: Best Fractional Ad Sizes ........................................9-12

3. Publication (Trade Media) Choices: Where to Advertise? ............................................9-12Trade Media Placement in Your Industry: Usually, Two Publications Rule .............9-12Standard Rate & Data Service (SRDS) .....................................................................9-13How to Select Publications .........................................................................................9-13

Media Kits and Sample Issues ...........................................................................................9-144. Frequency: How Often Should We Advertise? ...............................................................9-17Other Advertising Planning Issues: Ad Scheduling, Positioning and Tracking Response .......................................................................................................9-18

Your Advertising Schedule ..........................................................................................9-18Display Advertising Positioning ...................................................................................9-19Getting the Best Ad Position in a Publication ............................................................9-20Publication Editorial Schedules ..................................................................................9-20Using On-Demand CRM to Track Your Ad Placement Schedule ...............................9-21

Planning and Executing a New Print Advertising Campaign Overview of Key Elements ...................................................................................................9-23

Advertising Creative Development and Production (1-4 Weeks) .............................9-24Step 1—Your De-Brief to the Agency .........................................................................9-24Step 2—The Ad Agency Presentation ........................................................................9-24Step 3—Final Ad Production (1 Week) .......................................................................9-26Step 4—Space Reservations and Ad Submissions (Less than 1 Week) ..................9-26

Contents

CRM Field Marketing Handbook

Ad Materials Submission ............................................................................................9-28Marketer’s Action Plan (MAP): Checklist for Executing Print Advertising Campaigns in On-Demand CRM .............................................................9-291.) Create Your Plan .............................................................................................................9-29

Your Objectives ............................................................................................................9-29Targeting .......................................................................................................................9-29Preparation (for Execution) .........................................................................................9-30Concept and Production ..............................................................................................9-30

2.) Plan for Measurement ...................................................................................................9-31Cost Side ......................................................................................................................9-31Estimated Revenue Side .............................................................................................9-31Preparation (Measurement) .......................................................................................9-31

3.) Execute ............................................................................................................................9-324.) Track, Measure, and Assess ..........................................................................................9-325.) Evaluate, Adapt, and Improve ........................................................................................9-326.) Follow Through ................................................................................................................9-33

VIDEO & MULTIMEDIA: USING THE POWER OF SPOKEN WORDS AND MOVING IMAGES TO SELL YOUR COMPANY’S PRODUCTS 10-1

Typical Video and Multimedia Applications ........................................................................10-1High-End Vs. “Industrial” Video Projects ............................................................................10-3The Desktop Video Revolution ............................................................................................10-4The Video Producer ..............................................................................................................10-5

How to Evaluate the Producer’s Demo Reel ..............................................................10-6How to be Your Own Executive Producer ...................................................................10-6

Decide on Your Video Project’s Application and Goals .....................................................10-7Web Video .............................................................................................................................10-7

Uses for Web Video in B2B Marketing .......................................................................10-8Production Techniques for Web Video .......................................................................10-9Every Effective Web Video Begins With a Great Script ...........................................10-10Web Video Script Structure .......................................................................................10-10Visuals and Production Techniques for Web Video ................................................ 10-11

Trade Show Booth Videos ................................................................................................. 10-12Sales Videos .............................................................................................................. 10-12Video News Releases ............................................................................................... 10-13

Writing The Script: What Marketing Managers Should Know .........................................10-14What to Look for in a Video Script ........................................................................... 10-15Basic Sales Video Script Structure ...........................................................................10-21

Your Video Production Checklist: Executing Video Projects ........................................... 10-22Basic Elements of a Video Project ................................................................................... 10-22The Final Edit: Working with a Video Producer ................................................................10-24

KEYWORD SEARCH ADVERTISING: GENERATING KEYWORD SEARCH LEADS WITH GOOGLE ADWORDS 11-1

Google AdWords Keyword Search Advertising ...................................................................11-2Google AdWords: An Overview ............................................................................................11-4AdWords Elements and Terminology ..................................................................................11-5Developing Content-Based Premiums: The Starting Point for Effective AdWords Search Marketing Programs in B2B ..............................................11-8What Do Your Prospects Want, and What Does Your Company Know that Gives Prospects What They Want? ...................................................................11-9

1.) Defining Your Potential Prospect’s Wants, Problems, and Issues ................... 11-102.) Assessing and Presenting What Your Company Knows that Solves Your Potential Prospect’s Problem ...................................................... 11-113.) Developing Content that Motivates Searchers to Become Prospects ............ 11-134.) Finding the Keywords Your Potential Prospects Use to Search for Products Like Yours, or Problems Solved by Your Product .............................. 11-14

Developing and Discovering Keywords to Use in Your Search Marketing Program ........................................................................................................... 11-15

Keywords Describing Your Product .......................................................................... 11-16Keywords Describing the Problem Solved by Your Product ....................................11-17

Keywords for Market Segments and Specialized Applications ...................................... 11-18Creating Keyword Lists and Organizing them into Keyword Stacks ...................... 11-19

Specifying Keyword Variations ......................................................................................... 11-20Using Google’s Keyword Tool ............................................................................................ 11-22Writing and Placing Text Ads for Google AdWords Programs ........................................ 11-23Google Text Ad Format ...................................................................................................... 11-24Writing Google Text Ads .................................................................................................... 11-24

How to Begin: Write Copy for the Product, the Premium, or the Problem ............ 11-25Text Ad Examples: Product, Premium, and Problem .............................................. 11-25

Google Text Ad Copywriting, Targeting, and Execution Tips ........................................... 11-27Developing Landing Pages for Google AdWords Lead-Generation Programs ............................................................................................................................ 11-29Thank You Page ..................................................................................................................11-31Executing AdWords Keyword Search Marketing Programs ............................................ 11-33

Overview: Checklist for Setting Up and Running a New Google AdWords Ad Group ........................................................................... 11-33

Troubleshooting Low Response in AdWords B2B Keyword Search Marketing programs .......................................................................................................... 11-36

Impressions and Low Click-Through Rates ............................................................. 11-36Conversions ................................................................................................................11-37

Contents

CRM Field Marketing Handbook

E-MAIL LEAD DEVELOPMENT PROGRAMS: DEVELOPING EFFECTIVE E-MAIL CONTENT FOR LEAD DEVELOPMENT PROGRAMS 12-1

Elements of Successful E-Mail Lead Development Programs ..........................................12-2Major Types of E-Mail Messaging Programs for Lead Development ................................12-3Personal “Spot” Sales Rep E-Mail ......................................................................................12-5E-Mail Message Templates for Every Selling Situation ....................................................12-6Sales Letter and Message Template Examples .................................................................12-7

Guidelines for Writing E-Mail Sales Letter Templates ...............................................12-8Uploading Sales Message Templates to the On-Demand CRM Document Library .......12-9Editorial E-Mail ................................................................................................................. 12-10

The Importance of Being a Thought Leader ........................................................... 12-10Benefits of an Editorial E-Mail Messaging Program ............................................... 12-11

I: Recognizing Your Company’s Special Expertise: “Show What You Know” ................ 12-11Finding and Developing Content for Editorial E-Mail Messaging Programs: Where to Look and How to Start ............................................................................. 12-14Examples of Editorial E-Mail Message Programs ................................................... 12-15

II: Developing Your Company’s Expertise to Create Editorial E-Mail Messaging Programs: “Show What You Know” ............................................................. 12-16

Observing Your Industry’s Issues, Trends, and Motivations ................................. 12-16Finding and Evaluating Available Content for Your Editorial E-Mail Program .................................................................................. 12-18Sources Within Your Company ................................................................................. 12-19

B2B Editorial Examples .................................................................................................... 12-20Developing Editorial Content for Your E-Mail Messaging Program ................................ 12-21Editorial E-Mail Formats .................................................................................................... 12-21

Editorial Content Formats ........................................................................................ 12-22E-Mail Message Formats .................................................................................................. 12-23

E-Mail Message Formats: Which Format to Use? ................................................. 12-25Developing Content Targeted to Other Decision-Makers at the Prospect’s Company .............................................................................................. 12-25Writing and Producing Content for Your Editorial E-Mail Messaging Program ............. 12-26

LEAD DEVELOPMENT EXECUTION: EXECUTING EFFECTIVE E-MAIL MESSAGING WITH INTEGRATED LEAD DEVELOPMENT PROGRAMS 13-1

Timing and Scheduling of E-Mail Message Transmissions ...............................................13-21.) Scheduled And Ad Hoc, “Spot” Transmissions By Sales Reps ...........................13-2Examples of “Triggering Events” that Increase Selling Opportunities ....................13-2Marketing’s Response to “Triggering Events” in the Lead Development Process .............................................................................13-3

2.) Scheduled E-Mail Message Transmissions ..................................................................13-5Editorial E-Mail Content ...............................................................................................13-5

E-Mail Prospect Newsletters .......................................................................................13-5Targeted or Scheduled Promotional E-Mail Announcements ...................................13-7

3.) Sequenced Autoresponder E-Mail Message Transmissions .......................................13-8Sequenced Autoresponder Applications for B2B Lead Development Programs .......................................................................13-9Sequenced Autoresponder Programs: Factors to Consider ................................... 13-10Content Selection Decisions for Sequenced Autoresponder Mailings ................. 13-11

Managing, Measuring, and Adapting Your E-Mail Messaging Programs ............................................................................................................................ 13-13Creating an E-Mail Messaging Schedule for Your E-Mail Messaging Program .......................................................................................................... 13-13

Execution of E-Mail Messaging Programs ............................................................... 13-15Targeting Content to Prospects Throughout Your Company’s Sales Cycle ..........................................................................................................................13-17Tracking and Measuring Your E-Mail Messaging Program ............................................. 13-18

Common E-Mail Measurements .............................................................................. 13-18Deliverability Rate ..................................................................................................... 13-18Open Rate ................................................................................................................. 13-19Click-Through Rate .................................................................................................... 13-19Forms Completion (or Download) Rate .................................................................. 13-20Opt-In Rate or Unsubscribe Rate ............................................................................. 13-21Observing, Assessing, and Comparing Key E-Mail Measurement Rates .............. 13-21

START-UP MARKETING: MARKETING FOR START-UPS, NEW PRODUCT LAUNCHES, AND NEW MARKETS 14-1

Riding the Tiger ....................................................................................................................14-1Markets Turn on a Dime in Every Start-Up or New Product Launch—So Be Ready ..............................................................................14-2Marketing in Start-Ups and New Product Launches Means Continuous Testing ...............................................................................................................14-2The Federal Express Story: Fast Response and Marketing Execution Saves the Day .....................................................................................................14-3Start-Up and New Product Marketing: The Important Thing is Knowing What You Don’t Know .......................................................................................14-5Marketing Assumptions Used for a Start-Up’s Financial Projections ............................................................................................................14-6

Estimating Market Response Before Market-Testing Your Product .........................14-6Step 1: Market Gap Analysis ..............................................................................................14-9Step 2: General Market Assessment Checklist ..............................................................14-10Part 2: Start-up Marketing Manager’s Analysis and Action Plan ..................................14-10

1.) General Issues ................................................................................................... 14-112.) Background Research and Action Items ........................................................... 14-113.) Marketing Deliverables ...................................................................................... 14-13Development of Rough Marketing Deliverables for Market Testing ......................14-14

Contents

CRM Field Marketing Handbook

4.) Market testing ..............................................................................................................14-165.) Targets of Opportunity .................................................................................................14-17

MARKETING TURNAROUNDS: WHEN YOUR MARKETING PROGRAM HITS THE WALL: TROUBLESHOOTING AND CORRECTING POOR SALES RESPONSE 15-1

Landing in the Grey Middle .................................................................................................15-1There’s Always Something You Can Do ..............................................................................15-2What Went Right? ................................................................................................................15-3Examining Where Marketing Projects Go Wrong: Common Causes of Poor Marketing Response ...............................................................................................15-5

Marketing-Related Problems .......................................................................................15-5Copy and Deliverable Problems ..................................................................................15-5

Market and Prospect Selection ..........................................................................................15-8Direct Mail ....................................................................................................................15-8Sales Support ........................................................................................................... 15-10Print Advertising ........................................................................................................ 15-11Clarity ......................................................................................................................... 15-13Boldness .................................................................................................................... 15-14Marketing Execution ................................................................................................. 15-16Solving Execution Problems ......................................................................................15-17Product-Related Problems ....................................................................................... 15-19More and Better Marketing Skill Never Saved a Bad Product .............................. 15-19How to Get Product Feedback ................................................................................. 15-20Common Product-Related Causes of Poor Market Response ............................... 15-20Crisis Marketing: Taking Action When the Product is Ahead of Its Time .............. 15-22Saving a Product That is Ahead of its Time ............................................................ 15-23Common Changes to Marketing Strategy and Deliverables When a Product is Retooled .................................................................................... 15-24Distribution and Market Size Problems .................................................................. 15-25Common Distributor Problems ................................................................................ 15-25Solving Distributor Problems ................................................................................... 15-26Sales Meetings ......................................................................................................... 15-26Adding and Improving Distributor Sales and Marketing Deliverables .................. 15-28Greater Involvement, Training and Communication Improve Distributor Sales Performance ................................................................................ 15-29Uncontrollable Factors Revealed by Your Test ........................................................ 15-30

Action is the Cure for Adverse Market Conditions .......................................................... 15-31

INDEX/APPENDIX I-1, A-1

About the Author A-4