Direct Mail. An oldie but a goodie, many marketers have moved away from direct mail since email has become so cost effective. To make direct mail work for you in a Web 2.0 world, make sure that you add a personalized URL to each DM piece that takes the respondent to their own personalized microsite. Once there, you can tailor content based on title, industry, behavior and other characteristics to create a more compelling experience. Most marketers I have worked with see a 3-5X lift over their normal response metrics using this approach.
Deminar. At the end of the day, we still need to sell and people will want to view your products at one time or another. A deminar is a webinar that is exclusively focused on demoing your products and services. Make sure your marketing communication clearly outlines this. Those that attend will be a very targeted and segmented group. You can pre-record parts or all of this and then take Q&A live at the end to aid in scalability.
Database. What is 2.0 about your database? For starters, many of us are still at 1.0 with duplicate and stale data that is not properly segmented. The average B2B list turns over at least 25% per year. First, put a process in place that will continuously update and cleanse your database. Once that is complete, you can use your database to develop key buying personas. Personas are representations of your ideal buyers and are easier to build marketing strategies around. You can then develop your website and supporting materials around those personas and track how each segment performs.
Stay tuned for the letter E…
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