Measure Your Campaign Success With these 7 B2B Direct Marketing Metrics

We run direct marketing campaigns because we need to make incremental revenues. Leads are fantastic, but revenue is the real gold at the end of the rainbow. Before we bask in its glow, we’ve got to consider our campaign expenses and determine if our efforts were really “worth it.” Well, how do we know?

Let’s look at some metrics and do some math (we’ll make it as painless as possible) to get a feel for how we can measure the bottom-line performance of our B2B direct marketing campaigns.

Under Pressure for Profits
The aesthete that lives inside the heart of each marketer must come to terms with the fact that even our proudest campaigns, with their gorgeous creative, motivating copy and compelling offers, must be exposed to objective, dollars-and-cents analysis.

But tracking and measuring campaign results is what enables us to get even more creative as time goes on. We learn what works—and what works best—so we can keep pushing the (direct response) envelope further. We can discover new ways to drive even more leads and encourage even more sales. And if we get really good at it, we can increase our budgets and expand our strategy, and….Read more


If You’re Not Testing, You’re Not Maximizing Results

In direct response marketing, the testing never really ends. You’ll always be reiterating your work on some level, testing the various components—and probably some of your assumptions—to improve on your efforts with better and better results.

Testing is an easy and affordable way to keep your campaigns fresh and productive, and the insights you generate can help spark new ideas. But the bottom line is testing is a tried-and-true way to boost campaign effectiveness—and that means attract more leads and sell more product over time.Read more


Amazing Audience Targeting and Response From Today’s Music Streaming Apps

Digital music service apps are quickly changing the advertising landscape—and we’ve been introducing new marketing opportunities to clients who want to reach a highly targeted and responsive audience. Here’s your chance to find out why. Just select some nice background music from your favorite streaming service and read on.

“Lean-forward,” Music Lovers!
We’ll start by saying that traditional broadcast radio—and traditional radio advertising—is by no means dead. But radio just can’t deliver the audience targeting and in-the-moment-of-intention timing of the on-demand music streaming services like Pandora, Spotify, and iHeartRadio. That’s because radio is a lean-back experience, in which listeners literally lean back, relax, and passively let the content flow.Read more


Measuring the Success of an Omnichannel Direct Response Marketing Campaign

Today’s multi-channel—and omnichannel—direct response marketing campaigns pack some serious punch. Reaching customers from every angle and providing multiple ways to reply, respond and convert, they also strive to deliver a seamless experience across every touch point. That’s a whole lot of moving parts!

If this sounds like the beginning of a “How will I measure this?” nightmare, pinch yourself gently and read on…we’ll break this down for you.Read more


Is Social Media a Viable Form of Direct Marketing?

Social-Media-vs -Direct-Mail-300x222

I was reading an article the other day in which this very question was being addressed. While I agreed with some things the article had to say, one sentence particularly bothered me: “People don’t join social networks to be confronted with marketing messages, they join to be social with a likeminded community.”

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