Strategies and Solutions for Profitable Direct Marketing
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Obtain and Verify Stronger B-to-B Leads
November 18, 2009 From Tipline
Ask most executives and marketers what salespeople need to sell in this economy and they will say, "more leads." That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 percent to 15 percent of all marketing inquiries turn out to be truly sales-ready opportunities. Marketers that really want to help sales perform better will focus on higher-quality leads that have better odds of converting into pipeline opportunities and customers; however, according to MarketingSherpa's data, generating “high-quality leads” is the B-to-B marketer’s No. 1 challenge.
November 18, 2009 From Tipline
Ask most executives and marketers what salespeople need to sell in this economy and they will say, "more leads." That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 percent to 15 percent of all marketing inquiries turn out to be truly sales-ready opportunities. Marketers that really want to help sales perform better will focus on higher-quality leads that have better odds of converting into pipeline opportunities and customers; however, according to MarketingSherpa's data, generating “high-quality leads” is the B-to-B marketer’s No. 1 challenge.
5 Ideas for Better Welcome E-mails
November 11, 2009 From Tipline
With Facebook and Twitter keeping consumers engaged with their inboxes, e-mail marketing is getting a nice shot in the arm. To further capitalize on this opportunity, marketers that still don't have welcome programs for new e-mail subscribers—or, worse yet, have ill-conceived ones—must get on the ball, says Loren McDonald, vice president, industry relations at e-mail marketing and marketing automation services firm Silverpop.
November 11, 2009 From Tipline
With Facebook and Twitter keeping consumers engaged with their inboxes, e-mail marketing is getting a nice shot in the arm. To further capitalize on this opportunity, marketers that still don't have welcome programs for new e-mail subscribers—or, worse yet, have ill-conceived ones—must get on the ball, says Loren McDonald, vice president, industry relations at e-mail marketing and marketing automation services firm Silverpop.
October 2009 From Target Marketing
What is a lead? Aside from being the lifeblood of a direct response campaign, a lead also is the lifeblood of a business. Yet leads aren't always treated that way.
March 11, 2009 From Tipline
Once you have built an opt-in e-mail subscriber database, the next steps are where the work really begins. First, you must ensure a steady flow of additional valid e-mail addresses to make up for those that dissolve over time. Second, you need to communicate frequently with customers in relevant ways in order to build long-term relationships. But how do you measure the value of your opt-in e-mail addresses and ensure that you deliver relevant communications?
November 2008 From Target Marketing
As e-commerce continues to be the bright spot in an otherwise clouded retail landscape, successful multichannel merchants will take advantage of consumers looking to shop more online due to the convenience, cost savings in gas and the opportunity to deal-hunt this holiday season. By implementing the following five proven tactics, you will be able to turn browsers into buyers, increase the amount shoppers spend and convert first-time shoppers into long-term, brand-loyal customers.
Five Answers About the State of Web Globalization
November 2007 From Tipline
Thousands of companies, from Amazon to IBM to Yahoo!, have translated and localized their Web sites for audiences around the world, a process referred to as Web globalization. Now it’s not just for large multinational corporations anymore, with companies of all sizes trying to capitalize on the Internet and expand beyond their current borders, often into new cultural groups, according to a recent report entitled, Website Globalization Report 2007: 1,939 Multinational & International Marketers Reveal Tactics on Translating Content & Best Practices, put out by Warren, R.I.–based MarketingSherpa, a research firm specializing in tracking what works in all aspects of marketing, and San Diego–based
November 2007 From Tipline
Thousands of companies, from Amazon to IBM to Yahoo!, have translated and localized their Web sites for audiences around the world, a process referred to as Web globalization. Now it’s not just for large multinational corporations anymore, with companies of all sizes trying to capitalize on the Internet and expand beyond their current borders, often into new cultural groups, according to a recent report entitled, Website Globalization Report 2007: 1,939 Multinational & International Marketers Reveal Tactics on Translating Content & Best Practices, put out by Warren, R.I.–based MarketingSherpa, a research firm specializing in tracking what works in all aspects of marketing, and San Diego–based
Four E-mail Opportunities You Could Be Missing
March 2007 From Tipline
Few direct marketing channels are as challenging to navigate as e-mail, with its awkward dance between marketers, e-mail service providers (ESPs), ISPs, corporate IT departments and end-users. Your success is based on an ever-changing list of best practices that boil down to one overarching principle: Do everything possible to ensure your e-mail will not be detested by anyone in the receiving audience. Since, of course, campaign execution is far more complicated than this, let’s try to pin down a few of the best practices that current research shows are vital to reaching your e-mail marketing goals. Anne Holland, president and founder of MarketingSherpa, a Warren,
March 2007 From Tipline
Few direct marketing channels are as challenging to navigate as e-mail, with its awkward dance between marketers, e-mail service providers (ESPs), ISPs, corporate IT departments and end-users. Your success is based on an ever-changing list of best practices that boil down to one overarching principle: Do everything possible to ensure your e-mail will not be detested by anyone in the receiving audience. Since, of course, campaign execution is far more complicated than this, let’s try to pin down a few of the best practices that current research shows are vital to reaching your e-mail marketing goals. Anne Holland, president and founder of MarketingSherpa, a Warren,
November 2006 From Target Marketing
A recent report by Aberdeen Group, Sales Effectiveness: Helping Sales Sell, concludes: “The number one issue for most CEOs and marketers is lead generation—getting more leads to their sales team.” The number one desire for salespeople, however, is more selling time with sales-ready opportunities. You must realize that the extreme time pressure salespeople face—especially those with a complex sale—requires them to ignore what is not immediately relevant and highly likely to produce revenue. Why? They are not paid to do anything else. And that makes quality more important than quantity to them. If you are in marketing, are you currently sending your sales team
E-commerce Link: Mutual Benefit, Revisited
September 2006 From Target Marketing
In my June 2006 column, “Mutual Benefit,” I introduced the concept of online cooperative marketing partnerships. This is an arrangement between two non-competitive companies to actively promote each other’s products and services to their customer bases. These partnerships offer a great opportunity to grow your customer file and strengthen your brand for very little money out of pocket. Now, let’s look at six steps to get a cooperative marketing partnership deal started. Step #1: Compile the assets you have to barter with. Every company communicates with its customers differently. Take a step back and look at your organization. What customer touchpoints can you leverage for these efforts?
September 2006 From Target Marketing
In my June 2006 column, “Mutual Benefit,” I introduced the concept of online cooperative marketing partnerships. This is an arrangement between two non-competitive companies to actively promote each other’s products and services to their customer bases. These partnerships offer a great opportunity to grow your customer file and strengthen your brand for very little money out of pocket. Now, let’s look at six steps to get a cooperative marketing partnership deal started. Step #1: Compile the assets you have to barter with. Every company communicates with its customers differently. Take a step back and look at your organization. What customer touchpoints can you leverage for these efforts?
Make Your New Year's E-mail Resolutions
January 2003 From Target Marketing
Resolution #1: It's Time to Track Your Results By Regina Brady At the end of 2001 my crystal ball told me the economy would start to pick up during the first half of 2002, and that by the end of the year, marketers would enjoy resurgence in business. These days, I use that crystal ball as a paperweight. Now it's another new year. Times are tough. You've had to figure out how to do more with fewer resources. It's a challenge, but with creativity and focus you can find some bright lights on the current, murky landscape. Many marketers have spent the last
January 2003 From Target Marketing
Resolution #1: It's Time to Track Your Results By Regina Brady At the end of 2001 my crystal ball told me the economy would start to pick up during the first half of 2002, and that by the end of the year, marketers would enjoy resurgence in business. These days, I use that crystal ball as a paperweight. Now it's another new year. Times are tough. You've had to figure out how to do more with fewer resources. It's a challenge, but with creativity and focus you can find some bright lights on the current, murky landscape. Many marketers have spent the last
