3 Direct Response Marketing Techniques Your B2B Sales Team Will Love
When it comes to working with your organization’s sales team, you’re probably focused on how to deliver qualified sales leads, qualified sales leads, and more qualified sales leads.
Growing a B2B business depends on developing new sales relationships and profitably maintaining them over the long-term, after all. So your job, as the trusty marketing department, is to get new customers in the door—and your counterparts in sales will keep them happy.
If only it were that simple!
Marketing + Sales: In Search of the Perfect Balance
In reality, it takes a combination of sales and marketing efforts—and a whole lot of working together—to nurture B2B customer relationships. Fortunately, direct response markers have handy techniques at their disposal to make their jobs easier and more productive…and delight their sales team at the same time.Read more
1 Offer, 9 Ways: Segment Your Audience for More Conversions
Question: What’s one of the most effective ways to make your offer better?
Answer: Customize it for your various target markets so it’s especially relevant—and more likely to lead to conversions and better campaign performance.
Sending the Right Message
We’re not talking about changing your offer for different groups of customers. Rather, we’re talking about segmenting your global audience into smaller target markets and crafting unique offer messaging for each group. Of course, this means sending, or deploying, several, but more segmented, messages..
Let’s look at just one data point from a recent Mailchimp analysis: Click performance for segmented campaigns were 100.95% higher than non-segmented campaigns. What does that tell you?
Working on the premise that different customers will respond to different approaches to the same offer, we’ll walk you through a straightforward example demonstrating how easy it is to customize offer messaging for a variety of distinct target markets.Read more
How To Travel Through Your Buyer’s Journey
The buyer’s journey is a hot topic. Companies are learning that the better we understand who our customers are and what they’re looking for as they barrel, skip, or meander towards a purchase, the better we can keep them engaged through the buying process. And the better we keep them engaged, the more value we can provide.
That value goes both ways, of course: A loyal customer is a paying customer for the long-term. Paving the road of their buyer journey with opportunities to learn, connect, evaluate, share, and even advocate is a worthy investment—one that requires some solid marketing strategy including campaigns to keep customers “biting” on offers that keep them happily engaged.
Here, we’ll take a look at how direct response marketing fits into the various stages of your buyers’ journey.Read more
Real Campaign Examples That Use Emotional Marketing To Drive Response
Googling the term “emotional marketing” yields millions upon millions of results, with relevant information appearing on page after page of ranked content. Yes, it’s a hot topic. It’s always been a hot topic. Humans are emotional creatures—and we’re also consumers. Marketers want to get it right, so we write about it and read about it and do our best to follow best practices to make sure we’re hitting the right emotional targets with the right people at the right time.
Emotional Marketing In Practice
This isn’t our first time addressing the fascinating topic, either. In our post You’ll Love These 4 Ways to Use Emotional Marketing to Boost Response—spoiler alert!—we suggested using emotive language, color theory, images, and social proof to “bring emotion” to your direct response marketing campaigns. We make the point that when you incorporate all four of these elements into your creative strategy, you’re likely to strike an emotional (and motivating!) chord with your audience.
But here, we want to provide some real examples, so you can see how it’s done in the real world of direct response marketing. We can theorize all we want (it’s interesting, isn’t it?), but direct response is all about driving action…so let’s get to it!Read more
Beyond the Billboard: The Evolution of Outdoor Advertising
What looks like a giant postcard and reaches audiences in the thousands—even millions, depending on its geographic location? The traditional roadside billboard, of course. And while it can be difficult to measure exactly how many people actually see a billboard ad, digital technologies are making it easier for interested viewers to take action on an advertised offer—and that’s music to the direct response marketer’s ears.
From Outdoor to OOH
Take note: what we used to refer to as simply “outdoor” advertising is now called out of home (OOH) advertising, and encompass far more than the outdoor billboards lining the sides of buildings and expressways. While billboards may be the most noticed ads—and they’re most certainly located outside—consumers also seeRead more