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B2B Lead Generation Articles on direct mail
- 4 Ways to Sell Inbound Marketing to Your Manufacturing CEO
Hubspot | Nov 19, 2010 | Permalink
At HubSpot, I spend a lot of time speaking with CEOs and owners of manufacturing about integrating inbound marketing into their businesses. During these conversations, I often get the same response: “Our customers are just not online.” I get it. Really I do. Having spent many years in the manufacturing industry I understand. Often manufacturing and Industrial companies make or design something that they can only sell to a set group of businesses. Perhaps they have to be an “approved” supplier and think they are on all necessary approval lists. They know exactly who their target market is, and they know and watch every move their competition makes. As a marketer, you know there are quality leads on the internet, how can you enlighten your CEO to make the important change to Inbound Marke...
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- 10 tips to writing direct mail copy that creates sales-ready leads
B2B Rainmaker / Jim Logan | Sep 28, 2010 | Permalink
Borrowing words from Potter Stewart and applying them to junk mail, it’s often hard to define, but I know it when I see it. So do you. Junk mail is worthless, often gimmicky, riddled with hype, pushy in its call to action, and most often laced with bold type, highlights, and font changes. It is hard to define, but we see it before we open it...sometimes. But don’t confuse direct mail with junk mail. While all junk mail is direct mail, not all direct mail is junk mail. I do a fair amount of direct mail, both in support of client business and mine. And I’ve successfully used direct mail to generate leads and sales for B2B businesses selling to Fortune 500 executives, as well as B2G businesses selling to local and state governments. Bottom-line, direct mail works. You can successfu...
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- Increasing Direct Mail Response Rates
Ask Justin Hitt | Feb 20, 2010 | Permalink
I started sending out the following letter (attached.) I have been getting about a 1/2 percent response. Anyone have any suggestions on increasing my response rate? Perhaps the best advice anyone can give you it to tweak and test one thing at a time until you know what works. Only through testing will you know what works. But, don't make this common mistakes ...
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- Getting Started with Postcards or Letters
Ask Justin Hitt | Feb 12, 2010 | Permalink
I'd like to supplement sales peoples efforts with lead generating direct mail. Are postcards (vs letters) okay for getting response? -- Thomas Jones Many like postcards because they seem to have a lower cost to produce and send. Others swear by letters as the only way to draw in B2B leads. Here's my take ...
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- Garbage In Garbage Out: Why Focus Is Critical In Marketing Campaigns
ReadyContacts | Jul 09, 2009 | Permalink
Marketing’s objective is to reach out to prospects and nurture them to build a pipeline of warm contacts who can be further developed into opportunities. Outbound marketing including email marketing, direct mail and telemarketing form the foundation of marketing’s reach out program and the urge, rightly so, is to reach out to as many contacts [...]
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- Pushing Prospects through the Pipeline
Accelerating IT Sales | Jun 10, 2009 | Permalink
A recent Marketing Sherpa report addresses lead nurturing best practices, and is a helpful update on how to best reach prospects once they've engaged with your content, but not independently returned to your site. By applying the practices outlined in Lead Nurturing Best Practices: New Data, Charts, Tips to Put More Punch in Your Cultivation Tactics, you can align your lead nurturing program with what's shown to be working industry-wide. In compiling this report, Marketing Sherpa partnered with Eloqua (a lead management & demand generation powerhouse) and On24 (a leader in the virtual event and webinar space), to survey over 1000 marketing professionals to learn about their lead nurturing methods. According to the report, lead generation isn't what's difficult - with the general t...
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- 4 Ways to Sell Inbound Marketing to Your Manufacturing CEO
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Lead Generation Topics
 software to help your sales team track and work leads and customers. It is important to let your CEO know that it is possible send new leads automatically to your CRM system from online forms on your website, using a system like <a href='http://www.hubspot.com/free-trial' title='Hubspot' target='_self'>Hubspot</a>. No more uploading tradeshow lists to a CRM. This type of integration can help reduce wasted marketing resources and give the sales team fresher leads.</p>
<p>Manufacturing may be old school. There is no reason your marketing strategy has to be.</p>
<p>Photo Credit: <a href='http://www.flickr.com/photos/jurvetson/'>jurvetson</a></p>
<div class='cta-post cta-download'>
<h3>Free Inbound Marketing Assessment for Manufacturing Marketers</h3>
<div class='cta-image'><a href='http://www.hubspot.com/webinars/inbound-marketing-for-manufacturing-and-industrial-firms/'><img src='http://www.hubspot.com/Portals/53/images/manufacturingandindustrial.jpg' border='0' alt='Inbound Marketing Assessment for Manufacturing and Industrial Industry'/></a></div>
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<h4>Get some ‘real-world’ free tips to get found by more prospects online, bring them back to your site, and convert more of them into leads and customers.</h4>
<a href='http://www.hubspot.com/webinars/inbound-marketing-for-manufacturing-and-industrial-firms/'>Sign-up For Your Personal Manufacturer Inbound Marketing Assessment!</a></div>
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 and <a href='http://www.on24.com/'>On24</a> (a leader in the virtual event and webinar space), to survey over 1000 marketing professionals to learn about their lead nurturing methods. </p>
<p><img src='http://www.acceleratingitsales.com/pipeline_revised_2.jpg' height='249' alt='pipeline_revised_2.jpg' align='right' width='165'/></p>
<p>According to the report, lead generation isn't what's difficult - with the general thinking being that most lead generating companies already have plenty of leads, they just don't have plenty of sales ready leads. In order to deliver high-quality, sales-ready prospects to your sales team, you need to put your energies into nurturing your existing leads over the long term, and expect that it will take up to 24 months for some of your leads to turn into sales. To effectively nurture leads over the long term, your lead nurturing programs need to be elevated within your organization, and given the same kind of time and energy that's put into generating leads.</p>
<p>The Marketing Sherpa report touches on a few key concepts that I've examined and explained in further detail below:<br/>
<strong><br/>
Best Practice #1. Use multi-media touches to nurture leads </strong></p>
<p>In order to effectively reach your prospects, you need to use more than email newsletters or triggered email messages to move leads through your sales pipeline. While email marketing is a tried-and-true method of nurturing leads, you need to do more. According to the report, a combination of email messages, direct mail, and telemarketing efforts works best when trying to segment your leads. </p>
<p>If you really want to reach people where it counts, you can look to telemarketing as a tool to help increase your brand awareness, determine where in the buying cycle prospects are, and offer educational materials to help further their awareness of your company, products and services. Direct mail is a great way to invite people to virtual and face-to-face events, and remind users of new content or marketing materials they might want to check out on your site. Email marketing is a good tool for drip-nurturing, and can be employed when you have a group of prospects that are actively involved in researching solutions, and want to nudged along with new content or new information related to your offerings. <br/>
<strong><br/>
Best Practice #2. Quick response to Web leads can maximize conversions </strong></p>
<p>With our always-on world, it's no longer good enough to wait 24-hours before making contact with a new prospect. With so many competitors vying for the same sets of eyes, it's crucial that you cement your relationship with new leads inside of an hour (!). And according to the Marketing Sherpa data, "calls placed within five minutes of receiving a Web lead have the highest likelihood of making contact." </p>
<p>To achieve this kind of real-time responsiveness, you need to move toward automating your lead generation and reporting processes, so that leads land in your CRM system as soon as they're generated. And while moving from weekly lead reports to automated reporting processes might require an overhaul of your entire lead management practices, doing so may also significantly improve your overall sales. </p>
<p><strong>Best Practice #3. Use a lead scoring system </strong></p>
<p>Lead scoring is a great way to segment your leads and determine how best each prospect should be nurtured through the pipeline. By rating leads based on a series of filters, such as their location, their time frame for implementing a solution, or their role in the IT decision making process, you can place your leads in separate silos, and nurture each group according to their specific needs. </p>
<p>Scoring is also an effective way to separate the "wheat from the chaff," and figure out how long any given lead should require nurturing before they reach sales readiness. While some leads may enter your sales pipeline with low scores, you can develop strategies for nurturing those prospects and keep your pipeline full as each group of leads receives your messages and moves through the buying process. </p>
<p>By scoring leads, automating reporting so that leads are contacted immediately upon entering your CRM system, and nurturing your scored and segmented prospects with a variety of tools, you should be able to accelerate your sales as you continuously move leads through the pipeline. </p>
<p>You can learn more about Lead Nurturing by listening to this podcast from <a href='http://www.theinnovativemarketer.com/'>The Innovative Marketer</a>, <a href='http://media.eloqua.com/audio/TIM22.mp3'>What is lead nurturing and why should you care?</a></p><img src='http://feeds2.feedburner.com/~r/AcceleratingItSales/~4/sCBFB5JiLFc' height='1' width='1'/>)
