"Stay in touch?" That was the headline on an email I got today from the folks at Pitney Bowes. What was notable, however, was the first line of copy: "We notice it's been a while since you opened an email from us ..." I honestly can't decide if this is a strategic insight gone awry, or a little creepy.
Every time you turn around, a new "performance marketing" opportunity turns up for B-to-B marketers. What a treasure trove! And on the face of it, a real boon, because you only pay when your prospect takes the action you're looking for—the click, the download, the purchase, whatever. But there are some potholes to consider. Let's look at how marketers get value out of this approach to finding new customers.
As a B-to-B marketer, you should be very familiar with the strategy of whitepapers. But that doesn't mean you are designing or using them appropriately for your business. I should know, as I've seen, read, created, written and rewritten literally hundreds of them. And I've often been so bored after the first paragraph that I wonder why I bothered to download the document.
All text and no fun makes Jack a dull B-to-B marketer. What's fun about shopping online is that B-to-C retail sites often use video to make their products look more interesting and provide more information than you'd see in a static picture. Since B-to-B brands often sell a service, solution, or product that's not easily demonstrated in a video, there will be reams of product information to convey, white papers and/or case studies to read. And who declared they have to be all text and dull, dull, dull?
There's a spirited debate in B-to-B marketing about whether it's best to give away information (aka "content," like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. In other words, to gate your content or not to gate. The debate involves aspects of both ROI and philosophy. Here's why.
Call me naive, but I don't understand why any company should still be experiencing poor email open and click through rates. Let's cut to the chase: Successful email marketing consists of four parts: The List, the "From" line, the "Subject" line and the Creative. However, the most fascinating article I've read recently about how to design more effective emails comes from Red C, a direct and digital marketing communications agency based in the UK.
Event marketing has long been a staple in B-to-B, where the face-to-face conversation enabled by a trade show or corporate event plays a valuable role in launching or deepening a business relationship. But these days, business events are taking off in new directions, empowered by advancements in digital technology. I've been keeping an eye on some of the new developments, and happily share a few here.
The best way to motivate a click online is to make a compelling offer and provide an urgent call to action. This is not news to Internet marketers. But when it comes to search engine advertising, like Google AdWords, you need to think about your offer and call to action a bit differently. The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal, and won't actually buy.
We've all heard about contact frequency strategies: Send (often) the same communications to your target audience repeatedly over a period of time. But if you continue to bombard your target over and over and over and over, does it really pay-off? Or does it just piss off your audience?
One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. A territory-based sales rep may be trying to keep in touch with hundreds of contacts at a time, but struggles to find a steady supply of good-quality reasons to use to reach out—without being a pest. I recently ran across a particularly compelling solution to this problem: Personalized email that links to entertaining, but useful, videos.