For the longest time, direct mail has been used as a first-touch marketing channel – reaching out to prospects to generate sales leads, direct orders, memberships, subscriptions and donations.
The process typically involves:
renting or buying a mailing list, developing an offer that fits the objective, creating a mailer that persuades the prospect to […]
You’re about ready to kick off a new direct mail campaign and you are hoping for the best response ever. Look at your offer.
You’ve been running search ads on Google Adwords. You get plenty of clicks (sometimes expensive clicks), but your conversion of clicks-to-leads is very disappointing. Look at your offer.
Are you familiar with Account-Based Marketing?
It’s a hot new trend in marketing these days. It’s a marketing strategy designed primarily for B2B companies that sell into larger companies (defined any way you want).
It starts with the understanding that most of your business is going to come from a small group of businesses that […]
Are you familiar with the marketing funnel?
You may know it as the sales funnel or the lead funnel.
Whatever the name, I think it’s very useful graphic.
For me, it provides a good visual framework for individual marketing activities as they apply to your sales process.
Let me put it another way.
Not that […]
You hear a lot about lead quality these days. That’s encouraging news.
It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response rates always seem to rule the day.
But at some point, marketers began to realize lead quantity isn’t enough.
As marketers, most of us spend a lot of time worrying about of the “front end” of our marketing efforts.
Advertising campaigns … direct mail campaigns … email campaigns … search campaigns … PR campaigns … content marketing campaigns … trade show campaigns … etc., etc.
These are all important parts of your marketing and […]
Twenty years ago, I developed a lead generation program for a technical recruiting employment firm.
This medium-sized company placed highly skilled technical professionals into contract positions with technology companies. At the time, the owner of the firm was anticipating a growth in demand for contract employees – and he wanted to build his database of […]
Content marketing can be very intimidating.
It’s such a broad topic that covers a range of activities like web content, blog content, gated content, search engine optimization, keywords, lead capture, email follow up and social media.
There’s too much to know and too much to do.
You can see why many businesses never get around […]
Direct marketing niches represent the various ways in which direct marketing is being used. As you will see, they have very little in common other than their use of direct response.
I hear from a lot of people who want to try their hand at direct marketing.
More often than not, they may have […]
One of the first questions I ask with new clients is how big is your market universe? Put another way, how many people in your market universe could actually buy this product or service?
I ask this not to determine how big of a budget they will need – or how big of a sale […]