Nine steps to a B2B contact campaign
By B2B Contacts, Press releases
It has become common knowledge that the success of a B2B contact campaign can be broken down into three primary components:
- The B2B contacts list or target audience
- The offer or incentive for the customer to buy the product
- The creative package or communication message conveyed in the overall package
Experts in the field of direct mail have even established the ratio in which these elements affect the success of the campaign:
- 40% is driven by the contacts list,
- 40% by the offer,
- 20% from the creative package.
This is all true from a big picture point of view. But when going into details, you have nine key strategic factors to consider:
The List
Knowing the customer or decision maker for your prodauct/service is instrumental in developing a successful B2B lead generation campaign.
No matter what criteria you use to organize your mailing list, it is critical to understand your intended buyer/customer and select a B2B contacts list within an appropriate and useful target audience.
The Offer
Every direct communication should include an offer or incentive for the customer to buy your product/service. A general rule is that money tends to produce the best results. But be careful, you don’t want to give away too much – a lucrative offer such as 50% off might generate a wonderful response rate, but it might be an expensive proposition.
Message & Copy (Creative Package – part 1)
What is your product? What are its benefits? Why does your audience need it? Where does the reader sign up, and by when? These are examples of the critical messages that need to be clear, concise, and even repeated several times in your communications. If your readers are confused, they will not buy.
When developing copy, assume your reader has a short attention span. It is best to use short sentences, bullet points and headlines that can be read quickly. Finally, while grammar is important, your English teacher is not grading your letter. Feel free to take creative license.
Format & Graphics (Creative Package – part 2)
Using different type styles such as bold, underline and ALL CAPITAL letters can be used to draw your reader’s eye to key messages. Headlines and/or changes in font sizes can do the same thing. However, be judicious in your use of these techniques, as overuse will lessen the impact.
Consider highlighting your offer, call to action, and response date, while using headlines as an opportunity to state benefit messages throughout your communication piece.
Call to Action
The bottom line with any direct mail piece is to generate action or sales. You have to be very clear as to the action you want the recipient of the message to do. Do you want your prospect to fill out an application or do you want them to call for more information?
Testing Multiple Variables
The greatest benefit of using direct B2B contact is the fact it generates immediate response. The results can easily be measured, but the problem is you can’t tell which of the elements you used attracted the client and determined the positive response.
As a result, consider creating “test cells” by mixing key variables of your campaign. For example, divide your mailing list into four parts and send:
- Offer A with Copy X to 25%
- Offer B with Copy X to 25%
- Offer A with Copy Z to 25%
- Offer B with Copy Z to 25%
Multi-Wave Mailings
Another testing opportunity is mailing a 2nd and possibly even 3rd letter to the same person approximately 1-4 weeks apart.
A general rule of advertising is that people do not really see and/or internally comprehend a marketing message the first time around. Using this rule of thumb, it might take your target market 2-3 “viewings” to open, comprehend and internalize your message enough to buy your product/service.
Financial Success
The financial success for a B2B contact campaign can be measured in many ways, for example Cost per new accounts (CPA) and return on investment (ROI). To calculate a CPA, take your total program expenses and divide by the number of new accounts acquired. A simple ROI equation takes the total program expense minus the additional money generated as a direct result of the campaign.
B2B contacts can be a very important element of your marketing mix. When used correctly it allows for high target market selectivity, personalization, testing, and most importantly, it enables you to measure results. So, take the time to consider the details of a successful campaign.
Latest Posts
Categories
- B2B Marketing (191)
- blog (147)
- Social media marketing (69)
- social media (53)
- Marketing (42)
- Digital Marketing (41)
- Lead Generation (39)
- Marketing Strategy (34)
- Lead Generation (33)
- B2B (27)
- Press releases (27)
- Behind the Scenes (26)
- marketing automation (26)
- Content Marketing (24)
- Marketing (21)
- Strategy (21)
- b2b tactics (19)
- b2b business objectives (17)
- online marketing (17)
- SEO (16)
- AI Marketing (15)
- content marketing (15)
- AI (14)
- Business continuity (14)
- google ads (14)
- B2B Campaigns (13)
- B2B business (13)
- PR Communication (13)
- b2b lead generation (13)
- B2B Blogging (12)
- Business Growth (12)
- PPC (12)
- b2b strategy (12)
- Marketing News (11)
- Marketing Planning (11)
- marketing tips (11)
- B2B PPC Campaign (10)
- Conversion Rate (10)
- Employer Branding (10)
- Marketing Automation Tool (10)
- Social Media Strategy (10)
- White papers (9)
- artificial intelligence marketing (9)
- b2b social media (9)
- inbound marketing (9)
- B2B companies (8)
- B2B email marketing (8)
- Fractional CMO (8)
- Twitter (8)
- crisis management (8)
- marketing automation for B2B businesses (8)
- online PR (8)
- ABM Strategy (7)
- E-books (7)
- Email Marketing (7)
- Facebook (7)
- HubSpot (7)
- Pinterest (7)
- SEO trends (7)
- b2b sales (7)
- content strategy (7)
- marketing plan (7)
- social networks (7)
- Business Development (6)
- Lead Generation Trends (6)
- Marketing Trends (6)
- SEO Strategies for B2B Companies (6)
- Webinar Recording (6)
- artificial intelligence (6)
- marketing objectives in b2b (6)
- sales prospecting (6)
- social media marketing campaign (6)
- social media trends (6)
- technology marketing (6)
- CMO (5)
- Digital Transformation (5)
- Events (5)
- Facebook page (5)
- Google AdWords (5)
- IT (5)
- Instagram (5)
- KPI measurements (5)
- Landing Page (5)
- Marketing Management (5)
- automated marketing (5)
- b2b best practices (5)
- b2b prospecting (5)
- b2b strategies (5)
- digital communication strategy (5)
- internationalisation (5)
- marketing automation systems (5)
- trends (5)
- B2B marketing campaigns (4)
- B2B marketing inbound (4)
- Cost per Lead (4)
- Digital Influence (4)
- HubSpot Certified Agency (4)
- LinkedIn (4)
- LinkedIn marketing strategy (4)
- NNC Services (4)
- Paid Advertising (4)
- Tech Startup (4)
- Tech Startup Marketing Strategy (4)
- Uncategorized (4)
- Video Content (4)
- Video Marketing Strategy (4)
- b2b sales plan (4)
- best practices during crisis (4)
- brand engagement (4)
- leading marketing automation tools (4)
- market entry (4)
- marketing content (4)
- personal branding (4)
- proactive marketing (4)
- B2B Email Marketing Campaigns (3)
- B2B Marketing Budget (3)
- B2B marketing strategy inbound (3)
- Business Intelligence (3)
- Business Strategy (3)
- Conversion Rate Optimization (3)
- Financial (3)
- Google Analytics (3)
- Google+ (3)
- Internal Marketing (3)
- Lead Gen Automation Tools (3)
- Linkedin Groups (3)
- Marketing Automation Migration (3)
- Online Events (3)
- Pardot (3)
- Pardot to HubSpot Migration (3)
- Product Marketing (3)
- SMB international Business Models (3)
- Search Engine Optimization (3)
- Tech (3)
- Webinar (3)
- abm (3)
- b2b blogging (3)
- b2b customer aquisition (3)
- b2b growth (3)
- barriers to entry (3)
- blogging (3)
- business plan (3)
- buyer persona (3)
- customer research (3)
- demand generation (3)
- doing business abroad (3)
- employer brand (3)
- employer branding strategy (3)
- inbound leads (3)
- marketing audit (3)
- marketing automation strategy (3)
- marketing leadership (3)
- marketing portfolio audit (3)
- omnichannel marketing (3)
- online communities (3)
- online demand (3)
- outsourcing (3)
- prospects (3)
- storytelling (3)
- tech business (3)
- visual content (3)
- website optimization (3)
- 4P’s (2)
- ABM sales outreach (2)
- Agile Marketing (2)
- B2B Contacts (2)
- B2B Marketing Collaterals (2)
- B2B digital agency (2)
- B2B presentations (2)
- Channel Integration (2)
- Customer-Centric (2)
- DIY business (2)
- E-Commerce (2)
- Facebook content (2)
- Go-to-Market Strategies (2)
- Hubspot Inbound (2)
- Hubspot Portal audit (2)
- Hubspot marketing portal (2)
- IT recruitment (2)
- Innovation (2)
- Integrated Marketing (2)
- Internship (2)
- Marketing Metrics (2)
- Microsoft Dynamics (2)
- PPT (2)
- Pay-per-Click (2)
- ROI (2)
- RevOps (2)
- SMART (2)
- SMB (2)
- SME (2)
- Sales Automation (2)
- Sales Automation Tools (2)
- Salesforce (2)
- Telemarketing (2)
- Tumblr (2)
- action plan (2)
- b2b planning (2)
- b2b tradeshow (2)
- b2b video marketing (2)
- banking (2)
- business communities (2)
- business management (2)
- buyer journey (2)
- buyer motivation (2)
- celebrities (2)
- client presentations (2)
- company marketing (2)
- company presentation rules (2)
- context marketing (2)
- conversion tracking (2)
- copywriting (2)
- corporate presentations (2)
- data driven (2)
- eCommerce Marketing (2)
- employee value proposition (2)
- employer value proposition (2)
- entertainment industry (2)
- entrepreneurs (2)
- free marketing tools (2)
- fundraising (2)
- gdpr (2)
- how to present in front of customers (2)
- how to write a presentation (2)
- marketing investing (2)
- marketing outsourcing (2)
- marketing segmentation (2)
- marketing upskilling (2)
- networking communities (2)
- nonprofits (2)
- online strategies (2)
- outbound marketing (2)
- outsourced marketing (2)
- ppc ads (2)
- ppc management (2)
- ppc strategy (2)
- presentation structure (2)
- product audit (2)
- product portfolio (2)
- promotion (2)
- sales enablement (2)
- sales funnel (2)
- segmentation (2)
- service marketing (2)
- slideshows (2)
- social platform (2)
- succes management (2)
- supporters (2)
- targeting (2)
- tourism industry (2)
- tradeshow attendance (2)
- tradeshow objectives (2)
- tradeshow results (2)
- tradeshow strategy (2)
- webinar tips (2)
- 2014 (1)
- ActiveCampaign (1)
- Ad Rank (1)
- AdidasOriginal (1)
- Android (1)
- B2B Case Study (1)
- B2B Digital Training (1)
- B2B e-mail copy (1)
- B2B e-mail marketing (1)
- BWBB (1)
- Blockchain (1)
- Blockchain Technologies (1)
- CTA button (1)
- Design Thinking Model (1)
- Direct Marketing (1)
- Dreamforce 2017 (1)
- Drip Marketing Campaign (1)
- Dynamics 365 (1)
- Dynamics 365 marketing (1)
- Dynamics Marketing (1)
- Eastern Central Europe (1)
- Eastern Europe (1)
- Emotional B2B Marketing (1)
- Employee Feedback (1)
- Event management (1)
- External Marketing (1)
- Facebook Apps (1)
- Facebook marketing (1)
- Freemium SaaS (1)
- Go-to-Market (1)
- Google Ad Grant (1)
- Google Ads statistics (1)
- GoogleAdGrant (1)
- HR planning (1)
- Hubspot Outbound (1)
- IT marketing (1)
- IT outsourcing (1)
- IT service price (1)
- Intel (1)
- LeadGeneration (1)
- Machine Learning (1)
- Market Entry Strategy (1)
- Market Research (1)
- Marketing Results (1)
- Marketing frameworks (1)
- Marketing vs Sales (1)
- Marketo (1)
- Medium Companies (1)
- Microsoft Dynamics 365 (1)
- NGO (1)
- Networking (1)
- Organizational culture (1)
- PPC statistics (1)
- PPC stats (1)
- Personalized messages (1)
- Pictures (1)
- Podcast SEO (1)
- Price (1)
- Recruitment Marketing (1)
- Revenue operations (1)
- Romanian content marketers (1)
- SaaS (1)
- Salesforce Partners (1)
- SharpSpring (1)
- Small Business (1)
- Social Proof (1)
- StopWar (1)
- Tactics (1)
- Target (1)
- Tech events (1)
- Template (1)
- Till Hahndorf (1)
- Types of Google Ads (1)
- Ukraine (1)
- VirginAmerica (1)
- Voice Search SEO (1)
- Work alternative (1)
- Youtube Ads (1)
- ads setting (1)
- app (1)
- artists (1)
- b2b benchmark (1)
- b2b buyer (1)
- b2b buying process (1)
- b2b buying trends (1)
- b2b customers (1)
- b2b marketing vs sales (1)
- b2b modeling (1)
- b2b price (1)
- b2b viral campaign (1)
- benghmarking (1)
- brand advocates (1)
- business (1)
- business growth course (1)
- buyer behaviour in b2b (1)
- buyer persona template (1)
- buyers (1)
- call to action (1)
- clients (1)
- cold-calling (1)
- company (1)
- competition (1)
- customer segmentation (1)
- cybersecuritystrategy (1)
- dan schawbel (1)
- detailed buyer persona (1)
- differentiators (1)
- downloadable resources (1)
- e-mail campaigns (1)
- e-mail message and copy (1)
- employer brand experience (1)
- employer of choice (1)
- environmental marketing (1)
- fans (1)
- gdpr benefits (1)
- gdpr benefits for marketing (1)
- go-to-market channels (1)
- green marketing (1)
- growth marketing (1)
- hotel (1)
- how to find leads (1)
- how to sell (1)
- human resources (1)
- iOS (1)
- inbound marketing services (1)
- inbound marketing vs outbound marketing (1)
- international business (1)
- investment in marketing (1)
- investors (1)
- jamie oliver (1)
- lead generation results (1)
- leads (1)
- letter writing (1)
- like (1)
- market price (1)
- marketing benchmarking (1)
- marketing flywheel (1)
- marketing goals (1)
- marketing investments (1)
- marketing letters (1)
- marketing message (1)
- marketing objectives (1)
- marketing strategy for 2022 (1)
- mobile (1)
- mobile marketing (1)
- music (1)
- new business opportunities (1)
- online reputation (1)
- personal branding tips (1)
- personell issues (1)
- photos (1)
- podcast (1)
- positive employer brand (1)
- ppc click fraud (1)
- price debate (1)
- price negociation (1)
- pricing (1)
- pricing stratey (1)
- product cost (1)
- product price (1)
- promote (1)
- recession tactics (1)
- roadmap (1)
- sales (1)
- script (1)
- seo practices (1)
- service price (1)
- services (1)
- setting objectives (1)
- setting the price (1)
- smart bidding (1)
- social channels (1)
- social networking (1)
- social recruitment (1)
- startup (1)
- subscribers (1)
- sustainability (1)
- tailored experience (1)
- talent pool (1)
- tech hub (1)
- tech professionals (1)
- tools (1)
- updates (1)
- viral campaignes (1)
- viral marketing (1)
- viral videos (1)
- visual (1)
- voice search optimization (1)