3 Steps to Success: Direct Response Marketing and the Up-Sell

There’s more than one way to motivate your existing customers to buy more or spend more, either at the point of purchase or after the sale. Usually, sales and marketing folks employ the cross-sell or the up-sell; those with the greatest success know when, how, and with whom to use each technique.

Cross-sell vs. Up-sell
Straightaway, let’s get our terms straight. Cross-sell and up-sell aren’t the same thing, as we explain in our simple example from The Art and Science of the Direct Response Marketing Cross-Sell: Instead of suggesting to a fast food customer that fries would go excellently with their cheeseburger (a cross-sell), you entice them with an upgrade to a double cheeseburger (up-sell).

Put another way, a cross-sell encourages existing customers to purchase a complementary or related product or service, while an upsell promotes the purchase of a higher-end offering (i.e. a more expensive model or one with more “bells and whistles”).Read more


3 Times You Definitely Want to Use Direct Mail

With so many communication channels at a marketer’s disposal, direct mail isn’t necessarily the default choice. Digital channels tend to be less costly and easier to deploy—but that doesn’t make them the most effective or best performing choice.

There are three times, in fact, when you should make postal mail your primary means of reaching customers with offers.Read more


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


4 Things the Best Customer Referral Programs Have in Common

As a strategy and practice, customer referral marketing relies on the built-in trust factor of human relationships—and that’s what makes it such a, well, trustworthy way to generate warm leads and new sales.

A person looking to purchase, say, accident insurance will often ask family members, friends, and even colleagues, “Do you know of a good agent?”Read more


3 Easy Ways to Engage B2B Audiences with Video

 

If your B2B marketing strategy doesn’t include video (yet), you’re probably thinking about it. We hope you’re not assuming that it’s too expensive or time-consuming, or fear you don’t have the internal resources to create and promote video effectively. In reality, there’s no reason you can’t start shooting and sharing some video with your customers and prospects today!

It’s A Video Marketplace Out There
Video has earned its spot in the hearts and minds of marketers and consumers alike, especially in the B2C space. People are gobbling up lifestyle and user-generated content that’s both entertaining and easy to share. There probably isn’t a more engaging form of content today, which is why video has become part of many companies’ direct response marketing strategies, as we discuss in 3 Ways to Break Through the Noise and Boost Response with Video.

Today, 60% of B2C and B2B marketers make use of videos for marketing, according to Animate2Explain. Here, we’ll take a closer look at using video in B2B marketing communications.Read more