DLT's Christine Schaefer found success by organizing her marketing team around the clients' needs, ensuring that that the cross-trained team could perform direct marketing tasks interchangeably, as required.
Buyers want information about what they're purchasing before laying down cash. But comprehending tech talk can be daunting.
There's a reason people call it junk mail--as much as 99 percent of direct-mail ads are ignored, or cursed at, before being tossed into the trash. But Shawn Burst saw potential amid the unredeemed coupons and "This week only!" offers: What if it was possible to combine a direct-mail campaign with social media and other web technology? What if he could make junk mail extremely valuable—not just to the people who get it but also to the marketing groups and businesses that send it out? Two years ago, Burst founded Dukky, a company dedicated to exactly that idea. After 15 years in the direct-mail and printing industries in New Orleans, Burst knew that the most effective campaigns have a good offer and a good mailing list. But he also knew that even the best lacked strong customer engagement and truly measurable results.
Savings Bank Life Insurance of Massachusetts is a marketer's marketer: The century-old firm's direct sales force gets all of its leads from the marketing team.
For some consumers, social networking sites have taken on personality traits that reflect who they may log in as and communicate with. Facebook might be a boyfriend. LinkedIn is a boss. Twitter is filled with acquaintances to say "hi" to in the hall.
Now that buyers can use the Internet to research solutions, communicate with peers to get insider insights and remain somewhat anonymous during the interest and even consideration phases, B-to-B marketers are tasked to adapt their approaches to fit this new B-to-B prospect.
Trying to figure out what your approach should be in B-to-B social media groups, or how to craft your lead nurturing e-mails so they strike the right tone that gets and keeps your audience's attention? Maybe you could use some content marketing ideas or even good old-fashioned advice on generating additional sales from your existing customer base.
As the number of rented names sourced from direct mail has dwindled during the recession, one source of growing list volume is online-generated leads with postal mailing list addresses.