Posts Tagged ‘Campaign Management’

How Can You Get a Better Response?

Sunday, January 10th, 2010

I  get asked, “How do I get my prospects to respond to my campaigns?”

This best way is to look at your best customers, and then target direct marketing efforts at companies with similar profiles.

At True Influence we rank current customers by three criteria:

  1. How much revenue do they represent over time?
  2. How profitable might each customer be?
  3. How well do their needs “fit” what True Influence has to offer?

Then look for similarities among the unique attributes of these top customers. What industries are they in? What is similar about how they use your products? Are they large, medium or small? Where are they located? Who are the key decision-makers and what are their titles?

Targeting is everything. There are few things worse than marketing to uninterested prospects.  It’s really important to find fresh, filtered data from a reputable data provider to add to the direct campaign mix.   There are a few really good data providers depending on your needs but for most cases Jigsaw is very good. They have a great model to keep B2B data fresh and relevant and our customers have very good results using their data especially for email campaigns.

Focus your marketing with these basic direct marketing strategies and you’ll improve the overall quality of your campaigns. And remember, test everything.

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Posted in Campaign Management, Data Acquisition, Data Management, List Management, List Segmentation, customer driven marketing campaigns | No Comments »

Creating Agile Customer Driven Marketing Campaigns

Monday, December 7th, 2009

As an accomplished eMarketer, you may already have sophisticated Marketing and SalesForce.com Automation systems in place. You may also be using an analytics module to provide  in-depth stats by the minute, as well as a set of Automated Marketing Programs  to qualify, score and funnel Leads to your Sales system. With all of this in place, you will have a steady volume of prospects flowing through your system and a lead conversion rate on par with industry average.

However,  to add the ‘Customer Driven’ dimension to your automated marketing programs, one must design programs that elicit targeted actionable feedback from your prospects, leads, customers and marketing programs that are ‘Agile’ enough to adapt themselves based on customer feedback.

The key here is to ask the right questions to the right person. If you already have a lead/prospect/customer scoring mechanism built into your marketing programs, you could use the score to determine whom to ask what.

For Example:  When you lose a lead after he was assigned to a sales executive, you could send a satisfaction survey email asking to rate the salesperson. This feedback could be used by your agile marketing program to route your hottest (highest scoring) leads to one of your top salespeople in the future.

If one of your existing key customers gives you a very high overall rating, your agile marketing program would take note of this and send out an email asking for references or perhaps send another email to try and crosssell/upsell more products.

When reviewing automated marketing programs make sure you’re also evaluating just how agile and customer driven they truly are.

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Posted in Campaign Management, Campaign Planning, Lead Management, Lead Nurturing, Lead Scoring, Sales Enablement, True Influence, customer driven marketing campaigns | 1 Comment »