b2b marketing class five direct marketing kent lewis kent@anvil-media.com :

B2B Marketing

Class FiveDirect Marketing

Kent Lewiskent@anvil-media.com http://www.anvil-media.com/b2b

Agenda

Class Project Due

Guest Speakers

Direct MarketingPrint

Hybrid

Online

CRM

News

Guest Speakers

Kimberly WuepperSix Degrees Consultingkdwuepper@yahoo.com

Leif YoungbergCoolerEmailLeif@icebase.com

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

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

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

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

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

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

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

Strategic planning

List development

Copy & creative

Tracking & reporting

Campaign Components

Map objectives to audience

Determine optimal strategySpecial promotions

Event registrations

Downloads

Trial registrations

Email newsletter

Web-survey

Landing pages

Integration

Strategic Planning

List typeSpam

Opt-out

Opt-in

Double opt-in

House listsCustomers

Prospects

Other constituents

Co-op

E-pend

Rentals

List Management

Email components Subject

Sender

Introduction

HTML vs. text

Hyperlinks

Offer

Call to action

Landing page

Testing is critical

Copy and Creative

Sent

Bounces

Unsubscribes

Profile updates

Open/Reads/Views

Clicks

Send-to-a-friend

On-site tracking

Conversion

Tracking and Reporting

Sample: InFocus

Sample: Anvil

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

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

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

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

B2B Marketing

Presentations next week

Bring in news, questions and comments

See you next week

Kent Lewis

kent@anvil-media.com

http://www.anvil-media.com/b2b