It’s amazing to me when I ask a new client or prospect about their current lead follow-up strategy and I get the answer “we don’t really have one” or “we send literature by email.” Clearly, these answers are not enough, but more often than not, they are accurate. Even if you don’t do any type of outbound marketing, building a lead follow-up strategy is critical.…
How you measure your marketing database can tell a lot about how you do marketing. If your focus is primarily on the size of the list, you’re probably heavily into e-mail marketing and driving impressions. With this focus, economies of scale are important because the more prospects that see the offer, the more opportunities for sales.…
As marketing professionals, we’re constantly on the lookout for new lead generation opportunities and in the B2B environment, existing customers are a great source. Referrals, upgrades and add-on sales have the potential to add quick revenue without the cost or competitive challenges that go along with new customers. To encourage customers to make these recommendations, giving a little something extra to enhance the customer experience is a great way to build credibility and to start your customers talking about how great working with you really is.…
Understanding how your website is performing is an important element of your marketing strategy. Using that information to grow sales and optimize sales performance is better business. Free analytic solutions such as Google Analytics are readily available. Marketing automation tools also provide website tracking at an individual level that can significantly improve your ability to turn visitors into customers.…
When does direct mail make sense for B2B lead generation? According to the 2012 Response Rate Report published by the Direct Marketing Association, it states that the average response rate for direct mail to existing customers outperforms email by more than 3% (3.40% for direct mail compared with 0.12% for email).…
Vacations are supposed to be a time to relax and unwind. A time to stop thinking about work and re-energize your batteries. Unfortunately, especially if you are in Marketing, leaving the office for even a short period of time can be stressful because it requires putting in extra hours to get ahead and/or train someone to fill your shoes to keep things running smoothly while you are away.…