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					101 B2B Marketing and Sales Tips from The B2B Lead
VOLUME TWO

Direct Marketing
Generating leads and reaching customers via email, direct mail and more

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101 B2B Marketing and Sales Tips from The B2B Lead

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25 Direct Marketing Tips for Driving Lead Generation
Today, direct marketing is the core of any integrated marketing program. There is a lot of buzz around web 2.0 and new social media tactics but direct marketing continues to be the number one measurable lead generation source. Whether through email, direct mail or both, marketers are able to deliver their message to prospective buyers quickly and effectively using direct marketing. In this collection of 25 direct marketing tips from The B2B Lead, you will find information on targeting and segmenting prospects, marketing copywriting, and much more. Here’s a few of the included tips in this eBook: •	 Lead	Generation	Using	Email	Marketing	 •	 Marketing	to	the	Entire	Decision	Making	Unit •	 Building	and	Measuring	Lead	Nurturing	Programs •	 How	to	Write	and	Market	Whitepapers •	 Tips	for	Writing	Good	Email	Copy •	 Six	Principles	of	Subject	Line	Writing

If you like what your see here, be sure to check out theb2blead.com	for	more	B2B	Marketing	and	Sales	tips.

Content	contributed	by: Amy	Hawthorne,	Director	of	Marketing	at	ReachForce Pam	O’Neal	Mickelson,	VP	of	Marketing	at	BreakingPoint Leigh	Anne	Wallace,	Marketing	Coordinator	at	ReachForce

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Table of Contents
Email 1.	 Lead	Generation	Using	Email	Marketing	 2.	 Avoid	being	called	a	SPAMer 3.	 Email	Marketing	in	a	Web	2.0	World 4.	 Keeping	up	with	the	Joneses:	How	Do	Your	Email	Open	Rates	Compare? 5.	 Opting	Out	of	Opt-In 6.	 10	Email	Pitfalls	and	10	Email	Power	Words Marketing Copywriting 7.	 Six	Principles	of	Subject	Line	Writing 8.	 Tips	for	Writing	Good	Email	Copy 9.	 B2B	Marketing	Copy	–	Write	it	Right 10.	 B2B	Marketing	Copy	-	Write	it	Right	Part	II Direct Mail 11.	 Direct	Mail	on	a	Comeback? 12.	 Is	Direct	Mail	Obsolete.com? 13.	 Dusting	off	some	old	direct	mail	ideas…wondering	if	they	still	work?	 Targeting and Segmentation 14.	 Doing	More	with	Less	–	Utilizing	Segmentation 15.	 Going	New	Places	–	Targeting	New	Buyers	in	New	Vertical	Markets 16.	 Marketing	to	the	Entire	Decision	Making	Unit More Direct Marketing Tips 17.	 Turn	Role-based	Data	Into	Interested	Prospects	With	a	Relevant	and	Enticing	Call	to	Action 18.	 MarketingSherpa	on	B2B	Technology	Buyers 19.	 Building	and	Measuring	Lead	Nurturing	Programs 20.	 	Landing	Pages	101	 21.	 Is	Dirty	Data	Sabotaging	your	Marketing	Results? 22.	 Make	Marketing	Decisions	by	Using	Surveys 23.	 Dust	Off	Your	Algebra	Texts	to	Improve	Conversion	Rates 24.	 How	to	Write	and	Market	Whitepapers 25.	 Keeping	Customers	Engaged	Between	Sales	Cycles

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Lead Generation Using Email Marketing
Since	this	is	our	100th	tip	I	thought	I	would	blog	about	something	I	feel	like	I	have	been	asked	about	100	times.	I	have	been	a	lead	generation	marketer	since	before	lead	generation	was	cool	and	even	though	we	are	changing	what	we	call	it	(demand	generation)	my	job	is	still	to	deliver	more	high	quality	leads	to	sales.	At	ReachForce,	70%	of	new	customers	 come through marketing, so I guess we’re doing something right. Here’s	what	we’re	doing	to	drive	lead	generation.	This	isn’t	rocket	science,	just	targeting	the	right	role-based	buyers	in	the	right	kinds	of	companies.	It’s	what	we	talk	about	all	the	 time	here	so	we	have	to	be	practicing	it	too,	right?	There’s	no	one	blueprint	that	works	for	every	business.	There	are	basic	principles	we	all	subscribe	to	but	different	audiences	like	 to be communicated with in different ways. I will preface by saying that lead generation is all about testing and tweaking, so while this is our basic program today, we’re already in the	process	of	adding	new	tools	and	tactics	to	roll	out	next	quarter.	All	with	one	goal	in	mind	–	Will	the	real	leads	please	stand	up	(or	out)?! For	us	the	obvious	starting	point	is	the	data.	We	“eat	our	own	dog	food”	here	at	ReachForce	so	I	am	able	to	consistently	feed	programs	with	fresh	role-based	contacts	that	are	in	 our target market sweet spot. And while the data is very important, content is key. Because I know I’m targeting the right buyers, this enables me to laser focus relevant messages that	resonate	with	my	specific	audiences.	Contacts	start	in	a	program	based	on	their	department	role	(in	our	case	either	being	in	sales	or	marketing)	and	by	decision	making	role	 (decision	maker,	influencer	or	end	user).	Each	program	has	tailored	messaging	highlighting	pain	points	these	recipients	typically	experience.	All	contacts	start	in	a	three	touch	 email marketing program that looks like this: •	 Email	1	–	Education about the pain points RF solves	–	since	this	is	the	first	time	they	will	receive	a	message	from	us,	we	want	to	educate	them	about	what	problem	we	solve	 and how/why we are different from the competition •	 Email	2	–	Education about our space	–	this	is	an	opportunity	to	reinforce	pain	points	that	they	might	be	feeling	(and	that	we	solve).	A	whitepaper	or	webcast	setting	up	the	current ‘state of the union’ is a good offer here. •	 Email	3	–	Offer	–	Now	that	we’ve	educated	them	about	the	current	market	and	our	solutions,	we	offer	a	chance	for	them	to	see	for	themselves	via	a	trial	or	demo. Between	each	email	touch,	our	Sales	team	follows	up	with	all	of	the	responders,	those	that	open	but	didn’t	respond	(to	offer	the	best	practice	piece	from	the	marketing	email),	and	 those	that	click	through	but	didn’t	download	or	fill	out	the	form.	I’m	not	sure	having	Sales	involved	so	early	makes	sense	for	all	companies	but	our	business	is	relatively	transactional	 and	a	lot	of	times	it	just	takes	1	hook	to	get	them	engaged. After	the	email	touch	cycle,	the	non	responders	then	move	into	a	non-behavioral	lead	scoring	survey,	a	few	more	good	leads	fall	out	of	this	program.	We’re	about	to	launch	the	next	 piece	of	this	tangled	web	next	month.	We’ll	keep	you	posted	on	what	happens	next. For	more	email	marketing	call–to-actions	check out Tip #56.

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Avoid being called a SPAMer
Be Compliant •	 Make	sure	your	entire	physical	address	is	at	the	bottom	of	your	marketing	emails •	 Make	sure	you	offer	your	recipients	a	way	to	unsubscribe	from	your	mailing	list •	 Ensure	HTML	content	complies	with	standards	 Preserve your Reputation •	 Stagger	your	mailings •	 Choose	subject	lines	carefully •	 Carefully	track	unsubscribes,	bouncebacks	and	opt-ins •	 Make	it	easy	for	the	recipient	to	get	in	touch	with	you •	 Use	email	service	provider	for	more	automation Be Careful when Creating Content •	 Make	sure	your	not	using	a	spam	buzz	word	–	check	here •	 Use	capitalization	sparingly •	 Minimize	use	of	“click	here”	or	“click	below” •	 Watch	your	punctuation •	 Use	simple	HTML,	No	Javascript •	 Use	web-safe	colors	only •	 Reduce	use	of	large	fonts	and	characters •	 Avoid	“remove”	in	unsubscribe	language •	 Keep	file	size	under	70K

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Email Marketing in a Web 2.0 World
I	know,	I	know,	“Web	2.0”	sounds	sooooo	cliché	but	the	so-called	Web	2.0	world	has	really	changed	everything	when	it	comes	to	marketing	including	those	traditional	activities	 like Webinar marketing, email campaigns, and direct marketing.	Now,	Jeff	Pulver	posts	some	wonderful	advice	on	avoiding	email	marketing	mistakes	in	Marketing 103: e-mail Marketing Mistakes to Avoid in a Web 2.0 World. I	encourage	you	to	forgive	him	his	“web	2.0	world”	reference	(we’ve	all	made	them)	and	read	this	great	post.	Most	of	his	advice	is	focused	on	formatting	the	email	to	look	as	if	it	is	 personalized. But he does offer a few tips that many marketers may not have considered such as: ”	-	Be	ONLINE	and	AVAILABLE. The	sender	of	the	email	marketing	campaign	should	be	plan	to	be	online	and	responding	to	messages	as	they	are	received	from	people	asking	questions	from	the	email	they	just	 received. The more available the sender is, the higher the probability the success rate will be higher. Avoid going dark if you can avoid it. –	KNOW	the	DEVICE	and	Platform	being	used	by	the	recipient	to	read	their	messages.	This	continues	to	be	the	BEST	way	to	increase	the	chances	your	message	will	be	seen	in	a	 way you intended it to be seen. The information about the default device/platform used to read e-mail can have a tremendous impact on the future effectiveness of future e-mail marketing	campaigns.” By following Jeff’s advice and investing in a great database and email automation tools, you can make your email marketing campaigns less of an intrusion and see an increase in click	throughs	and	conversion	rates.	However,	I	recommend	you	take	Web	2.0	a	step	further	and	offer	up	a	number	of	options	for	communicating	with	your	customers.	Make	sure	 you	give	them	the	choice	of	receiving	an	email,	RSS	feed,	or	Twitter	updates.	You	can	increase	the	frequency	of	your	outreach	to	customers	and	reduce	the	investment	you	sink	 into building an email marketing campaign by leveraging these social media tools to build a network of followers. At BreakingPoint, we’ve built a rapidly growing following on Twitter that	is	paying	off	in	terms	of	web	visitors,	leads,	and	loyal	followers	who	help	us	spread	word	of	mouth	about	our	products.	Curious	about	how	we	did	it?	Follow	our	corporate	feed	 at www.twitter.com/breakingpoint.	Or,	if	you	want	to	get	updates	on	The	B2B	Lead	stories	follow	the	bloggers	at	www.twitter.com/poneal, www.twitter.com/lawallace and www. twitter.com/ahawthorne.

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Keeping	up	with	the	Joneses:	How	Do	Your	Email	Open	Rates	Compare?
In the world of lead generation, we as marketers are constantly measuring open and conversion rates for our latest email campaigns. Here is a summary of MailerMailer’s latest Email Marketing Metrics Report	from	E-consultancy.	 Here are some of the high points: •	 Subject	lines	with	35	characters	or	less	are	28%	more	likely	to	be	opened •	 Email	open	rates	are	down:	this	is	mostly	due	to	email	programs	automatically	blocking	images	(which	is	how	opens	are	tracked) •	 Clickthrough	rates	have	remained	constant •	 Mondays	and	Tuesdays	are	the	best	days	to	send	emails •	 Personalization	in	the	subject	line	increases	opens	and	clickthroughs See how your results	compare	and	gain	tips	for	subject	lines	and	best	times	to	send	campaigns.

Direct	Mail	to	No	One	-	Marketing	WTF?
Another	great	story,	well	a	sad	one	really	but	still	a	jaw	dropper. One	of	my	previous	employers	who	shall	remain	nameless	ran	one	of	the	most	costly	and	ineffective	marketing	campaigns	I	have	ever	heard	of	(this	was	before	 I	worked	there	of	course).	They	had	decided	to	run	a	big	direct	mail	campaign	sending	out	branded	scooters.	You	know	the	razor	ones	that	were	all	the	rage	 about	5	years	ago.	Somewhere	along	the	line	the	zip	code	column	got	moved	around	and	it	didn’t	line	up	with	the	correct	addresses.	No	one	realized	the	problem	until	the	scooters	started	coming	back.	They	ended	up	paying	FedEx	twice,	once	to	ship	it	there	and	once	to	ship	it	back	because	the	zip	code	was	wrong.	 So	no	one	got	the	scooters	and	the	marketing	team	had	spent	their	budget	on	the	scooters	and	all	the	shipping.	Too	bad	–	no	one	got	a	scooter. When	I	started	working	there	over	a	year	after	the	Oops,	they	were	still	trying	to	give	those	darn	scooters	away.	In	fact	I	think	I	might	still	have	one	in	my	garage…. These	marketers	were	also	of	the	mindset	that	if	you	could	get	100	t-shirts	for	$6	a	piece	then	getting	1000	shirts	for	$4	a	piece	is	a	better	deal.	Even	though	no	 more	than	100	people	ever	worked	at	the	company.	Saving	money	by	buying	in	bulk	is	good	but	only	if	you	can	consume	the	larger	amount.

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Opting Out of Opt-In
Something	I	have	been	asked	about	lately	is	opt-in	emails.		There	seems	to	be	a	battle	between	what	is	the	best	marketing	practice.	I	will	be	first	to	admit	that	opt-in	is	always	best,	 but for a new or growing company, building an opt-in list can be a difficult and lengthy process. First	things	first,	here	is	Wikipedia’s	definition	of	Opt-in	email: Opt in e-mail	is	a	term	used	when	someone	is	given	the	option	to	receive	“bulk”	e-mail,	that	is,	e-mail	that	is	sent	to	many	people	at	the	same	time.	Typically,	this	is	some	sort	of	 mailing	list,	newsletter,	or	advertising.	Obtaining	permission	before	sending	e-mail	is	critical	because	without	it,	the	e-mail	is	Unsolicited	Bulk	Email,	better	known	as	spam. There are several common forms of opt-in e-mail: Unconfirmed opt-in A new subscriber first gives his/her address to the list software (for instance, on a Web page), but no steps are taken to make sure that this address actually belongs to the person. This	can	cause	e-mail	from	the	mailing	list	to	be	considered	spam	because	simple	typos	of	the	email	address	can	cause	the	email	to	be	sent	to	someone	else.	Malicious	subscriptions are also possible, as are subscriptions that are due to spammers forging email addresses that are sent to the e-mail address used to subscribe to the mailing list. Confirmed opt-in (COI) A	new	subscriber	asks	to	be	subscribed	to	the	mailing	list,	but	unlike	unconfirmed	opt-in,	a	confirmation	e-mail	is	sent	to	verify	it	was	really	them.	Many	believe	the	person	must	not	 be	added	to	the	mailing	list	unless	an	explicit	step	is	taken,	such	as	clicking	a	special	web	link	or	sending	back	a	reply	e-mail.	This	ensures	that	no	person	can	subscribe	someone	 else	out	of	malice	or	error.	Mail	system	administrators	and	non-spam	mailing	list	operators	refer	to	this	as	confirmed	subscription	or	closed-loop	opt-in. I	want	you	to	repeat	after	me,	“I	cannot	buy	and	opt-in	list.”	For	an	email	list	to	be	truly	opt-in,	the	subscriber	needs	to	have	signed-up	to	receive	communication	from	you.	If	a	 company is selling an opt-in list, they are selling the names and emails of someone who has agreed to receive emails from affiliates. (We have all signed up for these when ordering a	magazine	or	joining	a	new	website)	Many	recipients	on	these	“opt-in”	lists	still	consider	these	affiliate	messages	to	be	SPAM. Some	marketers	think	that	they	can	only	email	opt-in	lists	to	avoid	being	a	SPAMer.	When	actually,	you	just	have	to	include	a	way	for	recipients	to	opt	out.	There	are	a	few	other	 rules you can read about on the Federal Trade Commission’s website, but currently there is no requirement for the opt-ins. If you are emailing internationally, be aware that each country	has	different	laws	for	email	marketing.	Some	countries	in	Europe	have	much	stricter	laws	than	in	the	US. Really	the	best	way	to	avoid	being	a	SPAMer	is	to	deliver	relevant	content	to	those	you	are	emailing.	Highly	targeted	and	segmented	campaigns	with	compelling	content	that	speaks	 to the audience and their pain points. We have found that after we deliver new content to our prospects, they sign up for continued communication. If	you	are	looking	to	expand	your	opt-in	list,	check	out	Vertical	Response’s	Umpteen	Ways	to	Build	Your	Email	List.

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10 Email Pitfalls and 10 Email Power Words
I	saw	something	recently	that	said	it	was	ok	to	use	the	word	free	in	an	email	subject	line?	So	I	went	looking	for	other	information	to	support	that.	We	all	know	that	spam	filters	love	 the	word	free.	I’m	guessing	we	can	thank	the	B2C	marketers	for	that… I	ran	across	a	MarketingProfs	newsletter	article,	,	titled	Email	Marketing	-	Top 10 Language Pitfalls and Top 10 Power Words. Although some of these are obvious, I thought it was worth passing on as it can’t hurt to be reminded of what we should and should not say when writing our email copy. Here’s	the	Top	Ten	Language	Pitfalls	in	Email	Marketing	Messages: 10. Typos and misspellings due to poor editing Wow.	With	spell	check,	this	really	happens?	Surely	every	email	automation	vendor	out	there	offers	spell	check,	right?	Slow	down	and	take	the	time	to	make	sure	your	spelling	and	 grammar	are	correct.	You	don’t	want	to	say	from	when	you	mean	form. 9. Subject lines in ALL CAPS All	caps	in	email	is	equivalent	to	shouting.	You	would	never	shout	at	your	customers	or	prospects	in	person,	would	you? 8. Use of punctuation marks and numbers within the subject line When	I	find	myself	needing	punctuation	in	a	subject	line,	I	instantly	think	it’s	too	long	and	I’m	trying	to	say	too	much.	I	think	Eloqua	says	best	practice	is	6	words	or	less	in	a	subject	line. 7. ALL CAPS within the message body Remember,	no	need	to	shout.	Use	other	creative	means	such	as	color,	different	font,	or	buttons/banners/backgrounds	for	emphasis	if	there	is	an	explanation,	offer,	or	condition	not	 to be missed. I agree again on the shouting. I tend to bold important phrases or link them to our call to action. 6. Excessive or unnecessary Power Word repetition; especially of power word #1 See	below. Hint	–	power	word	#1	is	FREE 5. Copy written in passive rather than active voice We	need	to	get	to	the	point	quickly	in	email.	Front-load	sentences	and	paragraphs	with	action	verbs	and	eye-catching	benefits. Don’t	forget	people	also	read	emails	in	a	preview	pane.	Make	sure	you	are	getting	their	attention	immediately.	I	try	to	include	a	call-to-action	link	in	the	first	2	lines	too. 4. False or inflated sense of urgency The	very	nature	of	email	implies	expediency,	immediacy.	Your	audience	is	already	in	a	mindset	to	quickly	access	and	process	email	messages.	Nudge,	don’t	shove.	In	our	B2B	 communications,	what	is	really	all	that	urgent	anyway?

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3. Vague calls-to-action “Click	here”	or	“visit	our	Web	site”	are	too	general;	they	don’t	reinforce	the	subject	of	your	message	or	your	offer.	Nor	do	they	instill	confidence	in	where	a	responder	will	land.	Be	 specific,	such	as	“download	your	free	white	paper”	or	“see	the	movie	preview”	instead. This is also why I use key messages as links. It stands out and reinforces my offer. 2. Exaggerated Modifiers Like	“Amazing,”	“Revolutionary,”	“Great,”	“All	New,”	(when	just	“new”	would	suffice)	and	even	“Special”	and	“Important,”	especially	when	used	in	the	subject	line,	can	land	your	 email	in	the	junk	folder.	Hype	is	a	hallmark	of	spam	and	is	unnecessary	when	your	messages	are	targeted	and	relevant. Fluff.	That’s	what	these	words	are.	Everyone	looks	past	them	so	I	think	you’re	wasting	your	time	and	valuable	real	estate	if	you’re	opening	with	these	words. And the number-one pitfall: 1. Including the word “spam” in your message (such as “this is not spam”) The	very	existence	of	written	justification	that	your	email	is	ethical	calls	its	legitimacy	into	question.	I	can’t	think	of	a	more	self-defeating	proposition	than	stating	your	message	is	 NOT	what	you	fear	it	will	be. Really?	Surely	this	is	a	B2C	thing,	right? Top Ten Power Words Here are the top ten power words for your email advertising and communications: 10.	New	-	Appeals	to	our	basic	human	curiosity	to	seek	novelty. 9.	Save	-	We	all	love	a	bargain. 8.	Safety	-	Connotes	reliability;	appeals	to	basic	human	needs. 7.	Proven	-	Justifies	your	claim,	removes	fear	of	the	unknown. 6. Love - An all-time favorite. 5.	Guarantee	-	If	you	have	one,	state	it.	It	iron-clads	your	offer. 4.	Immediate	(Now,	or	Instant)	-	Instant	gratification	is	the	expectation	online.	If	it	can’t	be	found,	completed,	or	received	almost	immediately,	you’re	offer	is	in	the	wrong	channel. 3.	Results	-	Provides	rationalization	for	instant	conversion. 2.	You	-	Remember	WIIFM?	Your	audience	wants	to	hear	about	what’s	in	it	for	them,	not	you.	Articulate	your	benefits	in	personal,	conversational	terms. And	the	number	one	Power	Word: 1.	Free	-	Surprised?	Probably	not.	Because	this	is	the	time-honored,	most	potent	motivator	in	direct	response,	be	particularly	vigilant	of	overuse.	Just	a	dash’ll	do.	Strive	to	optimize	 placement,	and	test	if	necessary.	So	Free	is	back	in.	And	not	just	back	in	but	listed	as	the	#1	Power	Word. Are	you	using	it?	Have	any	metrics	to	prove	it’s	ok	and	working? ***These great tips were contributed by Karen Talavera, president and founder, of Synchronicity Marketing

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Six Principles of Subject Line Writing
Subject	Lines	are	like	first	impressions.	When	an	email	comes	in,	most	email	providers	are	set	up	to	show	you	who	the	message	is	coming	from	and	the	brief	subject	of	the	message.	As	you	are	writing	subject	lines	for	your	demand	generation	programs,	make	sure	your	message	includes	the	following	6	principles	– •	 Be	Informative	–	Be	sure	to	convey	something	important,	valuable	or	timely •	 Create	Intrigue	–	Prompt	your	reader	to	open	and	act	on	the	email	immediately •	 Build	Trust	–	Be	sure	not	to	over	promise	or	mislead	your	prospects •	 Call	to	Action	–	Make	it	easy	for	your	prospects	to	act	on	the	call	to	action •	 Understand	who	you	are	targeting	–	Speak	to	each	prospect	as	an	individual	and	address	their	pain	points •	 From	who?	–	Subject	lines	can	work	with	From	Lines I	just	recently	heard	a	new	best	practice	–	subject	lines	should	be	no	longer	than	6	words.	Do	you	think	this	is	because	so	many	people	are	getting	email	on	mobile	devices? Are	we	missing	anything	here?	Post a comment to add to the list.

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Tips for Writing Good Email Copy
•	 Consider	what	your	prospect	or	customer	wants	to	hear,	not	what	you	want	to	tell	them. •	 Don’t	beat	around	the	bush	–	get	to	the	point	in	100	words	or	less •	 Make	sure	call	to	action	is	above	the	fold	(and	in	the	preview	pane) •	 Be	sure	your	offer	or	call	to	action	are	related	to	the	content •	 Get	to	the	point	–	use	1	idea	per	sentence	and	make	sentences	punchy	and	easy	to	scan •	 Do	not	use	catch	phrases,	clichés	–	use	real	data	to	make	key	points •	 Ask	yourself	–	So	what?	–	this	will	help	you	get	to	the	real	message

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B2B Marketing Copy – Write it Right
When	I	review	B2B	Marketing	copy,	I	can	always	tell	when	a	Marketer	doesn’t	fully	understand	his/her	customer	or	product.	You	can	tell	because,	generally,	the	copy	is	chock	full	 of	product	features,	hype	and	Marketing	buzzwords.	To	easily	create	high	impact	B2B Marketing copy that stimulates buyers to action, follow these two guidelines: 1.	Know	your	customer	-	Never,	never,	never	begin	writing	a	brochure,	email,	web	page	or	other	customer-facing	document	before	you	have	a	thorough	understanding	of	your	target	 audience.	It’s	not	enough	to	know	your	product	or	service	inside	and	out,	and	then	start	putting	words	on	paper	without	even	considering	the	customer.	Understand	their	role, pain points, decision drivers, emotional drivers, and motivation for addressing that pain point. Then focus on those and how your product or service enables them to achieve their goals. 2.	Follow	this	B2B	Marketing	Copy	Recipe	and	you’ll	quickly	crank	out	short,	concise	and	compelling	copy	that	gets	better	results.	Use	the	following	outline	as	a	template	for	developing	your	next	brochure	or	email. A.	 B.	 C.	 D.	 E.	 F.	 G.	 H.	 I.	 Customer	Pain	Point	or	Goal Impact	or	Costs	of	Not	Addressing	Pain/Or	the	Benefits	of	Meeting	Goal Solution	or	Product	Description Requirements	for	Adequately	Addressing	Pain	or	Achieving	Goal Your	Unique	Ability	to	Alleviate	the	Pain	or	Enable	Customer	to	Achieve	Goal The	Advantages	and/or	Benefits	You	Deliver Call	to	Action Credibility	Builders Contact	Information

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B2B Marketing Copy - Write it Right Part II
Here	on	The	B2B	Lead	Blog,	we	are	obsessed	with	great	B2B	Marketing	copy.	Here	are	a	few	new	tips	for	crafting	high	impact	copy: •	 Get	to	the	point	quickly.	Start	with	pain	points,	goals,	or	the	most	important	reason	that	the	reader	should	care.	Put	yourself	in	the	buyers’	shoes.	Why	would	you	spend	money	 or	spend	valuable	time	to	read	the	document?	To	get	to	the	real	pain,	ask	“why”	three	times. •	 Remember	your	audience	-	what	do	they	care	about?	Lead	with	the	most	important	value	proposition,	what’s	most	likely	to	sell	first. •	 Provide	a	full	explanation	of	the	concept,	but	remember:	less	is	more.	Do	not	use	too	many	words	to	say	something.	Do	not	say	the	same	thing	several	different	ways	before	getting to the point. •	 The	reader	should	be	able	to	scan	the	headline	and	subheads	throughout	the	piece	and	get	the	basic	story.	Each	subhead	should	tell	a	significant	piece	of	the	story.	Make	 ample use of bulleted lists for readability. •	 Effectively	use	call	out	boxes	or	highlighted	quotes. •	 Ensure	there	is	clear	linkage	from	one	concept	to	the	next,	and	one	paragraph	to	the	next. •	 Use	short	punchy	sentences	and	bulleted	lists	that	are	easy	to	read	quickly. •	 Repeat	brand	names	and	key	messages	to	reinforce	branding. •	 Don’t	use	buzzwords	or	hype. •	 Tie	the	theme	of	the	headline	to	the	copy.	Weave	the	headline	into	the	copy	to	reinforce. •	 Use	action	words.	Speak	to	customer	needs	with	benefit-oriented	statements.	Avoid	overly	cute	or	cliché	language. •	 Always	include	a	compelling	call	to	action	and	a	fast,	easy	way	to	contact	you.

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Direct	Mail	on	a	Comeback?
As	a	long	time	B2B	Marketer	I	know	I	typically	have	to	“touch”	a	lead	5	to	6	times	before	they	become	a	prospect	in	my	sales	funnel.	With	that	in	mind,	I	am	using	multiple	tactics	 to	get	suspects	to	raise	their	hand.	I	have	a	feeling	direct	mail	is	on	the	comeback	so	we	are	about	to	give	it	a	try	again.	Yes,	it’s	still	expensive	and	postage	rates	are	still	going	up	 but	with	email	boxes	being	filled	up	with	spam,	suspects	may	be	more	likely	to	act	if	we	can	figure	out	how	to	stand	out	in	the	crowd. As	Marketers,	when	we	start	to	build	out	a	campaign	we	spend	time	on	the	WHAT	we	are	going	to	deliver,	the	HOW	we	are	going	to	deliver	our	message	and	the	WHEN	the	program	 is	going	to	go	out	but	when	it	comes	to	the	WHO,	we	haven’t	had	many	options.	Our	choices	were	either	an	in-house	database	(how	old	and	accurate	is	this	data	really?)	or	to	rent	 data	from	a	title-based	list	broker.	And	do	we	know	who	these	people	are	or	how	these	names	were	really	acquired? So	as	we	get	ready	to	build	out	a	direct	mail	program	I’m	reminded	of	a	tragic	story	one	of	our	customers	told	us.	They	had	a	total	budget	of	$100,000	for	a	direct	mail	campaign.	 This	was	going	to	be	the	program	of	the	quarter	and	they	were	very	anxious	to	get	it	out	the	door	so	the	responders	would	start	rolling	in.	Of	their	total	budget,	they	spent	$5,000	on	 the	WHO	they	were	trying	to	reach.	The	rest	of	the	money	went	to	creating	an	elaborate	piece	with	“exactly	the	right	messaging”,	an	attractive	call	to	action	and	web	components	 for	tracking.	They	felt	good	about	the	program	and	believed	the	number	of	responses	would	justify	the	cost.	They	dropped	the	piece,	then	waited	and	waited	and	waited.	Not	only	 did	they	not	get	the	overwhelming	number	of	responses,	they	only	got	one.	Now	that’s	one	expensive	lead	if	you	ask	me. Obviously	when	creating	a	direct	mail	campaign	we	need	to	create	a	compelling	piece	with	a	strong	call	to	action.	But	the	WHO	is	where	a	lot	of	B2B	Marketers	go	wrong.	The	most	 successful	campaigns,	direct	mail	or	otherwise,	are	those	that	are	targeted	at	the	right	people	in	the	right	companies.	So	how	do	you	decide	what	the	right	WHO	looks	like?	Here’s	 what	I’m	doing	– To find the right businesses, I go straight to my sales pipeline and recent customer wins. I’m looking for where we are winning and what kinds of companies are moving through the funnel	the	fastest.	Then	I	build	out	an	initial	database	of	other	companies	that	match	this	profile.	Now	that	I’ve	identified	the	right	companies	to	go	after,	I’m	just	left	with	finding	the	 right	contacts	for	my	message.	Lucky	me,	we’re	in	the	business	of	building	custom	role	based	contact	databases	for	lead	generation	initiatives.	So	I	use	our	own	role-based	contact	 discovery	service	to	find	the	right	decision	makers	within	those	target	companies.	By	paying	a	little	more	attention	to	WHO	I’m	targeting,	I	feel	confident	my	upcoming	direct	mail	 campaign is going to deliver. Just	in	case	you’re	wondering,	the	person	who	was	responsible	for	the	$100K	campaign	lost	their	job.	And	the	person	that	took	their	place	now	uses	ReachForce	to	help	keep	their	job.

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Is	Direct	Mail	Obsolete.com?	
I’ve	been	thinking	a	lot	about	direct	mail	lately,	pondering	whether	it	could	possible	work	again,	or	if	it	has	simply	become	an	unforgivable	sin	against	the	environment.	You	see,	using	email	for	acquisition	just	seems	awfully	risky	these	days	with	increasingly	stringent	CAN-SPAM	laws.	And,	I’m	just	not	comfortable	blasting	out	an	email	to	an	unscrubbed	list. Before I would ever feel comfortable sending out a direct mail or email campaign, I would have to come up with a killer creative idea and offer that would compel my target audience to take action. And, I would need a precision database to ensure high response rates and minimal waste. But that’s another post. And, I confess, I’m at a loss for inspiration. The last creative direct mail campaign I saw was at least 4 months ago, and it wasn’t even addressed to me. I was in my boss’s office and	I	spotted	an	unusual	relic	sitting	on	top	of	a	stack	of	papers.	No,	the	relic	wasn’t	just	a	direct	mail	brochure,	it	was	a	floppy	disk!!!	Can	you	imagine?	I	had	not	seen	one	of	these	 since I was, erh, merely an infant. Anyway,	the	floppy	disk	was	imprinted	with	a	custom	URL	based	on	the	primary	domain	of	www.areyouobsolete.com.	Wow!	It	was	the	perfect	combination	of	incredibly	creative,	 environmentally	friendly	(recycling	old	floppies),	and	it	sparked	a	curiosity	so	strong	that	I	was	compelled	to	run	back	to	my	office	to	type	in	the	URL.	And,	to	blog	about	it. When	I	reached	my	office	and	typed	in	the	URL,	I	was	greeted	with	a	“We’re	Sorry,	we	do	not	recognize	the	URL”	message	because	I	had	not	typed	in	the	personalized	URL.	Sadly,	 the	folks	at	Progress	Software	who	designed	this	ingenious	campaign,	had	neglected	to	consider	that	the	campaign	might	just	be	so	clever	that	it	would	stimulate	strong	Word	of	 Mouth	and	intrigue	other	possible	buyers	to	visit	and	learn.	A	simple	catch-all	page	at	www.areyouobsolete.com	would	have	been	very	helpful. As	a	potential	prospect	for	Progress,	I	might	also	suggest	that	they	build	out	a	database	with	all	of	the	buyers	in	the	buying	process	and	send	the	floppies	to	each	of	them.	You	see,	 my boss had no interest in following up and he didn’t have time to indulge his curiosity. By sending the mailer to each member of the team, they would increase their odds of success. Got	any	great	direct	mail	success	stories	to	share	with	The	B2B	Lead?	Use	the	comments	field	to	brag	about	your	recent	successes.	I’m	in	dire	need	of	inspiration.

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Dusting	off	some	old	direct	mail	ideas…wondering	if	they	still	work?	
I’m	constantly	trying	to	add	new	things	to	our	marketing	mix.	I	feel	like	I’ve	talked	a	lot	about	direct	mail	on	The	B2B	Lead	but	we	still	haven’t	given	it	a	shot	here	at	ReachForce.	 Before	email	marketing,	direct	mail	and	events	were	our	only	options	to	directly	reach	a	prospect.	I’m	wondering…	is	everything	done	online	only	now?	Do	people	even	pay	attention	to	or	read	physical	mail	anymore?	I’m	not	sure,	anyone	done	a	B2B	direct	mail	program	lately?	Did	you	get	the	ROI	you	were	hoping	for? We	all	know	physical	mail	costs	more	than	communicating	online	but	is	it	possible	to	stand	out	in	the	crowd?	As	I	went	back	to	a	box	of	old	ideas,	I	ran	across	a	few	ideas	I	pulled	 out and thought about giving another try. •	 Got	an	event	invite?	–	Try	sending	your	invite	attached	to	a	helium	balloon	and	put	the	whole	thing	in	a	FedEx	box.	I	haven’t	tried	it	myself	but	I	think	this	is	a	great	idea.	Helium	 balloons	last	a	couple	of	days.	This	ensures	your	invite	sticks	around	for	awhile	not	to	mention	it	will	literally	jump	out	of	the	box	when	they	open	it. •	 Mailing	to	a	small	group	or	a	very	targeted	high	impact	program?	Try	handwriting	the	address	instead	of	printing	it.	There	are	services/people	out	there	that	will	do	this	for	you.	 You	might	also	consider	using	stamps	instead	of	metered	mail. •	 Send	or	use	something	useful	–	I	got	a	wine	bottle	opener	from	an	advertising	agency	with	a	tag	attached	that	said	‘OPEN’	on	one	side	and	on	the	other	side	they	reinforced	the	 ‘OPEN’	theme	by	listing	a	series	of	things	like	–“We’re	open	to	the	most	innovative	and	effective	approaches	to	building	companies	and	brands.” •	 And	there’s	still	always	the	hook	of	“I’m	sending	you	half	of	something.	To	get	the	other	half	you	have	to	contact	me.”	We	actually	just	did	a	small	test	batch	of	these	just	recently.	We	sent	ReachForce	branded	remote	control	cars	and	motorcycles	to	the	VP	of	Sales	and	the	VP	of	Marketing	in	a	few	target	companies.	We	mixed	up	the	remotes	so	 they	had	to	chat	about	them	to	switch	the	remotes	back.	We	are	now	following	up	with	these	people	with	an	“everyone	benefits	if	you	work	together”	message.	We’ll	see	how	it	 works	out….. Anyone	got	any	other	good	direct	mail	ideas?	Is	direct	mail	part	of	your	marketing	mix	or	is	it	considered	old	school	now?	Jump	in	and	share…

Marketing	WTF?	-	I	See	Dead	People	–	In	My	Database
Every	B2B	Marketer	has	struggled	with	the	problem	of	bad	data.	As	it	turns	out,	even	companies	in	the	business	of	selling	database	technology	have	the	same	 issues.	One	such	company’s	Marketing	Programs	group	attempted	a	direct	mail	database	cleanup	project	using	the	old	Return	to	Sender	trick.	They	were	 quickly inundated with stacks of returned direct mailers. In fact, they had so many returned that they had to hire a team of temps to remove all of the bad records	from	their	marketing	database.	They	even	found	one	stamped	“Recipient	Deceased”. Talk about hitting the wrong target market.

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Doing More with Less - Utilizing Segmentation
It	only	makes	sense	that	if	we	are	able	to	get	the	right	message	to	the	right	buyers	in	the	right	kinds	of	companies	we	will	increase	Marketing	ROI	and	accelerate	Sales	cycles.	So	 why	don’t	we	actually	do	just	that? By	segmenting	our	leads	database	into	smaller	groups	with	similar	characteristics,	we	are	able	to	create	very	targeted	programs	that	enable	us	to	highlight	exact	pain	points	and	 specific solutions for those points. These more focused groups also enable us to very direct with our content and offers. We no longer have to generalize or discuss issues from 10,000 ft up. Also,	consider	this	–	wouldn’t	you	consider	a	responder	to	a	very	direct	message	a	more	qualified	lead	than	one	that	bites	on	a	general	offer?	Also,	wouldn’t	your	Sales	team	prefer	 fewer,	more	qualified	leads	to	buckets	of	names	of	people	who	you	don’t	know	what	they	do	on	a	day	to	day	basis? Here	are	a	couple	of	different	ways	I	segment	our	leads	for	targeted	programs	here	at	ReachForce. We slice leads by: •	 Geography •	 Industry •	 Prospect	title •	 Prospect	role	(i.e.	end	user,	decision	maker,	key	influencer,	etc.) •	 Special	interest	group	(i.e.	event	attendees,	customers	of	salesforce.com,	etc) •	 Company	size •	 Company	revenue •	 Product	line	offerings •	 Customers’	competitors •	 People	who	acted	on	a	specific	call	to	action •	 People	who	downloaded	Product/Service	Info. •	 People	who	took	a	demo •	 People	in	the	sales	pipeline	that	are	stuck Can	you	think	of	anymore?

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Going New Places – Targeting New Buyers in New Vertical Markets
As	B2B	Marketers	we	can	be	faced	with	the	challenge	of	branching	into	new	and	untested	markets.	Environments	where	we	have	no	marketing	history,	no	means	to	set	expectations,	no	sales	pipeline	predictability.	Below	are	a	few	best	practices	we	are	using	here	at	ReachForce	as	we	look	to	make	our	next	move.	This	is	our	approach	to	being	more	deliberate about targeting new buyers in new vertical markets. Step 1. Customer Profiling •	 Produce	a	profile	of	top	customers	in	best	performing	markets. •	 Identify	universal	characteristics	and	apply	to	new	market	to	select	top	priority	prospect	companies. Example	–	If	you	are	currently	seeing	success	selling	into	larger	companies	vs.	smaller	or	companies	that	have	many	divisions	or	branches.	These	characteristics	carry	over	multiple	 verticals. It’s a good place to start when venturing into a new space. Step 2. Prospect Matching and Research •	 Apply	profile	to	companies	in	new	vertical	market	to	identify	those	with	highest	propensity	to	purchase. •	 Find	out	where	decision-makers,	recommenders	and	influencers	from	these	companies	hang	out.	What	associations	do	they	belong	to?	What	events	do	they	attend?	What	 newsletters	or	magazines	do	they	subscribe	to? •	 Phone	screen	sample	base	to	map	the	Decision	Making	Unit	and	understand	unique	vertical	market	needs,	decision	drivers,	and	pain	points. Step 3. Prospect Discovery •	 Map	profile	to	existing	database	to	determine	what	contacts	you	already	have •	 Identify	what	companies	and	contacts	you	are	missing •	 Augment	what	your	marketing	database	with	role-based	contacts,	this	enables	more	targeted	lead	generation	programs. Step 4. Marketing Campaign Execution •	 Execute	multi-modal	Marketing	Campaign	to	contacts	focusing	on	key	vertical	pain	points •	 Leverage	independent	analyst	reports,	vertical	customer	case	studies,	testimonials,	or	awards	to	establish	credibility	in	a	new	market	when	available •	 Support	Direct	Marketing	efforts	with	New	Media,	Search	Engine	Marketing,	and	PR	programs •	 Harvest	responders,	further	qualify •	 Funnel	sales	ready	leads	to	Sales	team Step 5. Lead Nurturing •	 Support	Sales	cycle	by	periodically	reaching	out	to	prospects. •	 Provide	information/offers	to	stay	top	of	mind	and	encourage	engagement. For	best	results	be	sure	to	engage	with	sales	before	launching	the	new	program	and	ensure	they	are	on	board	to	provide	guidance	and	feedback	throughout	the	process. Before	starting	to	explore	your	new	world	of	buyers	remember	your	dollars	and	sense.	To	execute	a	healthy	ROI	generating	program	it’s	important	to	map	out	each	step	of	the	building process taking into consideration your budget, timing and appropriate follow up activity. Click here for a template to help you build out your own vertical focused lead generation programs.

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Marketing to the Entire Decision Making Unit
In most, if not all B2B sales, there is more than one person involved in the buying decision. It could be any number of people that serve any number of roles within the organization. Getting	everyone	on	the	same	page	can	be	challenging. Each	member	is	involved	for	different	reasons	therefore	they	need	to	be	marketed	to	differently.	Your	message	to	each	of	them	should	be	tailored	to	respond	to	their	specific	pain.	 For	example,	an	executive	involved	may	care	about	how	this	new	product	is	going	to	increase	efficiencies	while	the	actual	end	user	may	care	more	about	ease	of	use	and	if	it	integrates well with other solutions already being used. Here’s	a	direct	mail	campaign	I	did	that	delivered	an	80%	(marketing	to	sales)	conversion	rate. BACKGROUND: At the time I worked for a content management platform company. We were looking to partner with about a dozen strategic partners and needed a high impact program	to	get	their	attention.	The	goal	was	to	get	a	meeting	with	the	CEO,	the	CTO	and	the	VP	of	Strategic	Alliances,	one	meeting	with	all	3	people	in	attendance.	These	companies didn’t know us so I needed to do something to stand out among all other marketing attempts. ACTION PLAN: Mission	Impossible	2	was	about	to	come	out	on	DVD	and	advertising	had	kicked	up	for	the	upcoming	release	date.	I	decided	to	leverage	this	hype	and	build	a	 campaign around the movie. I	wanted	to	get	the	attention	of	the	key	executives	and	get	them	to	accept	a	meeting	with	our	executives.	My	copies	of	the	MI2	DVD	arrived	on	the	release	date,	I	then	turned	 around	and	sent	them	to	the	potential	partner	executives	in	a	metal	briefcase	with	a	message	attached.	The	message	read	-	“This	package	has	also	been	sent	to	Jason	Morio,	CTO	 and	Suaad	Sait,	CEO.	Whichever	one	of	you	logs	into	this	site	(PURL),	accepts	a	meeting	with	us	and	ensures	all	3	of	you	are	in	attendance	will	get	a	portable	DVD	player.	(I’m	 about	to	date	myself	here	but	oh	well,	portable	DVD	players	had	just	come	out	and	were	running	anywhere	from	$600	-	$1200	each.)	If	I	were	doing	something	like	this	today	I	 might	offer	the	cool	new	iPhone. Of	the	12	companies	that	we	targeted	with	this	first	piece,	6	companies	took	the	meeting.	We	were	very	excited	with	the	results.	(DISCLAIMER:	I	feel	like	I	need	to	say	this	before	 we	go	on	any	further.	I’m	sure	most	of	them	took	the	meeting	just	for	the	DVD	player,	but	even	so,	we	got	our	shot	at	the	table	with	the	decision	making	unit	for	a	partnership.)	My	 job	as	a	Marketer	was	done.	I	opened	the	door	and	set	up	a	meeting	with	the	right	decision	makers. There	were	still	6	more	companies	we	wanted	to	talk	to	that	didn’t	respond.	For	those	that	didn’t	respond	to	the	DVD,	we	sent	a	follow	up	piece.	This	time,	a	rocket	with	sunglasses	 and	message	inside.	(If	you	remember	the	movie,	it	begins	with	Tom	Cruise	climbing	a	mountain	and	a	rocket	is	fired	into	the	mountain	with	a	message.)	I	mailed	the	rocket	with	a	 piece	of	rock	attached	to	it	with	different	messaging	this	time.	Still	trying	to	spark	an	internal	competition	but	this	time	with	different	solution	messaging.	We	thought	maybe	with	a	 little	tweaking	of	the	value	proposition	we	could	land	a	few	more	meetings.	It	worked!	Three	more	potential	partners	took	meetings. So	of	the	12	originally	targeted	prospects,	we	got	the	attention	of	9	and	were	able	to	present	our	value	proposition	as	well	as	a	joint	value	proposition. Tips to remember when building a program for the entire decision making unit: •	 Leverage	what	is	already	happening	around	you •	 Make	the	most	of	your	first	impression •	 Tailor	messages	to	the	each	member	of	the	decision	making	unit •	 Don’t	depend	on	someone	else	to	champion	you,	create	awareness	with	the	entire	decision	making	unit •	 Everyone	loves	a	competition	and	especially	one	where	there	is	a	high	percentage	chance	of	winning •	 If	it	doesn’t	work	for	everyone,	continue	testing	and	tweaking

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101 B2B Marketing and Sales Tips from The B2B Lead

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Turn Role-based Data Into Interested Prospects With a Relevant and Enticing Call to Action
Attention Conservation Notice: The following post provides a list of offers that B2B Marketers can use to improve campaign results. OK,	it’s	a	new	year.	Now	what?	If	you	found	yourself	busy	reacting	to	end	of	year	crises	and	didn’t	greet	the	New	Year	with	a	properly	planned,	integrated	lead	generation	campaign,	 you	can	still	juice	your	Sales	pipeline	with	a	well	written	email	and	a	strong	call	to	action. Unfortunately,	for	most	B2B	marketers,	therein	lies	the	challenge.	What	to	offer?	Where	can	I	find	a	fresh	and	compelling	white	paper	to	serve	up,	because,	well,	every	B2B	marketer knows that a white paper is the number one offer in our arsenal. But if your product marketing group is as busy as mine, it’s not always easy to get your hands on new content to support your latest campaign. Don’t	be	tempted	to	resort	to	a	Sweepstakes	offer	like	“enter	to	win	an	iPod.”	Most	will	respond	for	the	wrong	reasons	or	avoid	responding	entirely	because	the	offer	is	“too	good	to	 be	true.”	Aim	for	something	that	is	relevant	to	the	prospects’	daily	job.	Here	are	a	few	quick	ideas: 1.	 2.	 3.	 4.	 5.	 6.	 7.	 8.	 Free	Books:	Identify	a	new	business	or	technology	book	that	is	related	to	your	prospects’	responsibilities	and	your	product	or	service	and	give	away	10	to	the	first	respondents. Webinar:	Recruit	a	spokesperson	and	schedule	an	educational	Web	cast. Newsletter:	Offer	a	subscription	to	your	newsletter	with	tips	and	case	studies. Video	Tutorial:	Grab	your	Flipcam,	an	expert,	and	a	white	board	and	shoot	a	mini-tutorial. Podcast:	Think	video	tutorial	with	a	voice	recorder	instead. Expert	Guide:	Ask	an	all-star	group	of	experts	to	send	you	their	best	advice	or	anecdotes,	package	it	up	into	a	“guide”	and	publish. Quick	Assessment:	Provide	a	list	of	questions	that	can	be	used	to	assess	a	problem. Free	Resources:	Pull	together	a	few	free	online	tools,	previously	published	white	papers	and	articles,	then	offer	access	to	the	compendium.

Got	any	other	creative	ideas?	Share	them	with	us.

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101 B2B Marketing and Sales Tips from The B2B Lead

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MarketingSherpa on B2B Technology Buyers
The	experts	at	MarketingSherpa	recently	presented	the	findings	of	their	annual	survey	of	B2B	Technology	Marketers	and	B2B	Technology	Buyers.	The	B2B	Lead	Blog	shares	a	few	 of the findings here for those of you didn’t have time to attend. 1.	 Survey	Result:	Enterprise	Buying	Committees	are	Getting	Bigger	–	there	are	more	and	more	people	involved	in	the	buying	process	and	as	your	target	company	gets	larger,	so	 does the size of the buying committee. Lesson:	Set	your	white	paper	PDFs	free,	if	the	lead	comes	back,	it	is	really	a	lead.	Let	your	PDFs	go	viral	by	removing	the	barriers	to	your	content.	That	way	it	is	more	likely	 that your materials will be forwarded to all of the members of a buying committee. But, make sure you’ve included a call to action at the end of the white paper. 2.	 Survey	Result:	B2B	Decision-makers	attend	more	webinars	than	Contributors	aka	End-users. Lesson:	Managers,	Directors	and	VPs	are	more	likely	to	attend	your	webinars,	than	end-users	who	tend	to	prefer	white	papers.	Target	your	offers	accordingly. 3.	 Survey	Result:	80%	of	your	prospects	think	they	found	you. Lesson:	Make	yourself	more	visible.	Make	sure	you	are	there	when	B2B	buyers	are	shopping.	Capture	or	append	their	contact	information	when	you	can	and	then	launch	a	 systematic multi-modal Marketing Communications campaign. For	the	complete	B2B	Marketing	survey	results,	purchase	the	full	report	at	http://www.sherpastore.com/b2bbenchmark08.html and stay tuned to The B2B Lead Blog for more insights.

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101 B2B Marketing and Sales Tips from The B2B Lead

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Building and Measuring Lead Nurturing Programs
As	we	acquire	new	leads	and	market	to	them	we	quickly	see	leads	move	into	smaller,	more	segmented	groups.	Some	take	the	hook	you’ve	put	out	there	and	ask	for	more,	there’s	 some that act interested but don’t commit to anything, and there’s those that are radio silent and give you no indication of real life. Each	group	now	needs	a	different	kind	of	follow	up.	The	first	group	is	ready	for	another	targeted	marketing	program	offering	them	another	opportunity	to	engage.	And	those	that	 didn’t	respond	might	be	ready	for	a	slower	moving	nurture	program.	Maybe	your	message	missed	with	these	people,	a	nurture	program	is	a	good	place	to	test	messaging.	Or	maybe	 you	are	targeting	the	wrong	person	and	they	don’t	care	what	you	have	to	say	or	what	we	you	are	offering.	(You’re	wasting	your	time	with	these	people	but	you	don’t	know	it	yet.	) Here are a few tips to building and measuring segmented lead nurturing programs. (If	you’re	lost,	don’t	worry	there’s	marketing	automation	folks	like	Vtrenz,	Eloqua,	Marketo	and	Manticore	that	can	help	you	automate	the	execution	of	all	of	these	different	programs.) 1.	 Make	sure	Marketing	and	Sales	have	a	clear	understanding	of	what	a	lead	is	and	what	a	sales-ready	lead	is.	You	have	to	start	here.	Marketing	needs	to	know	what	they	are	 looking	for	and	Sales	wants	to	know	what	they	are	getting. Divide	your	marketing	database	into	2	initial	groups,	active	leads	(people	who	have	responded	or	engaged	in	the	past)	and	inactive	leads	(people	that	have	never	responded	 to	any	outreach	communication	from	your	company).	If	you	are	an	Eloqua	customer,	they	have	a	report	that	will	give	you	this	information.	Understand	if	there	are	any	patterns	 among	those	that	are	active,	if	so,	be	sure	to	consider	this	when	building	out	your	nurture	programs.	Remember	the	goal	of	nurturing	is	to	move	currently	active	leads	to	the	 top of the sales funnel and move inactive leads to an active status. Measure	and	track	movement	in	the	nurturing	cycles.	As	leads/prospects	respond,	use	this	data	to	determine	next	steps.	You	can	confirm	interest	by	reaching	out	to	them	 again	with	a	similar	message	and	different	offer	or	call	to	action.	If	they	respond	again,	they	might	be	ready	for	the	next	step	in	your	nurturing	cycle.	If	they	don’t	respond,	 continue to try different offers or messaging. Develop	a	scoring	system	that	enables	you	to	determine	when	leads	are	sales	ready.	Assign	different	values	to	each	kind	of	touch.	For	example,	a	conversation	had	by	telemarketing	that	better	qualifies	a	lead	might	get	a	score	of	10	while	an	opened	email	might	get	a	3.	Once	a	lead	reaches	a	score	agreed	upon	by	Sales,	then	the	lead	is	ready	 to be passed on. Don’t	forget	about	the	ones	that	have	moved	on.	Sometimes	a	prospect	gives	off	all	the	right	signals	that	they	are	ready	to	engage	on	a	different	level	but	once	handed	over	to	 Sales	they	clam	up.	Make	sure	these	people	don’t	get	lost	in	the	shuffle.	It’s	ok	for	a	lead/prospect	to	move	back	and	forth	between	Sales	and	Marketing. Determine	when	it’s	time	to	throw	in	the	towel.	There	are	people	in	every	marketing	database	that	continue	to	hang	around	for	no	reason.	What	are	we	holding	on	to	here?	 Before completely throwing these people out, try and determine why they aren’t responding to you.

2.	

3.	

4.	

5.	

6.	

•	 Are	they	the	right	buyer	for	your	product	or	service? •	 How	long	ago	was	this	lead	created?	Has	the	person	possibly	moved	up	or	on? •	 Are	they	not	a	good	fit	for	your	offering? Remember	-	keeping	your	nurturing	programs	focused	on	the	most	suitable	prospects	will	help	to	ensure	the	success	of	your	program.

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101 B2B Marketing and Sales Tips from The B2B Lead

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Landing Pages 101
As	I	was	getting	ready	to	start	building	out	a	few	landing	pages	for	some	newsletter	advertising	I	decided	to	Google	landing	page	best	practices.	As	expected,	lots	of	both	organic	 and	paid	options	came	up.	I	noticed	Marketo	had	an	ad	out	there,	so	I	clicked	on	it.	I’ve	seen	their	stuff	before	and	was	very	impressed,	so	I	thought	I’d	start	here	with	my	landing	 page	inquiry.	After	a	few	clicks	I	got	to	an	eBook	–	“Building	Effective	Landing	Pages”.	This	eBook	had	some	great	tips	that	were	B2B	Lead	worthy	so	I	wanted	to	share	and	give	 Marketo	a	shout	out	too.	You	can	get	this	great	eBook	as	well	as	others	at	http://www.marketo.com/b2b-marketing-resources/best-practices.php.		For	now,	here’s	a	few	tips	that	 really stood out: 1. Focus on a single call to action, such as a download or a demo. Distractions	kill	conversions. This	is	really	important;	offering	too	much	information	muddies	the	waters.	You	want	your	call-to-action	to	stand	out.	Remember	we	are	not	trying	to	complete	a	sale	via	an	email	 program.	We	are	educating	our	prospects	and	highlighting	pain	points	in	bite	size	chunks.	Warming	leads	up	to	better	qualify	them	for	Sales. 2. Content – Give it to them straight. •	 Make	it	clear	and	to	the	point,	but	give	your	prospect	a	reason	to	give	you	his	information. •	 Setup	the	problem •	 Talk	about	the	solution	(your	offer) •	 Deliver	the	goods	(such	as	a	white	paper,	video	demo	or	webinar	registration) •	 And	use	bullet	points	-	they	are	easier	to	read Emails	seem	to	be	most	effective	when	they	are	2-3	short	paragraphs	with	a	link	to	a	landing	page/offer	as	close	to	the	top	as	possible.	Remember	a	lot	of	people	view	emails	in	a	 preview pane. This may be your only opportunity to present your message, so make sure you get straight to the point. 3. Call to Action – Forms	–	Remember	not	to	ask	too	many	questions	up	front. You	don’t	need	everything	they	first	time	a	prospect	engages	with	you.	Remember	you	are	building	a	relationship.	Collect	more	information	as	the	prospect	continues	on	the	journey	 with you. 4.	Confirmation/	Thank	Yous	-	It’s	just	plain	good	manners	to	say	thank	you.	Do	you	have	something	else	they	might	be	interested	in?	Make	another	offer. I	think	this	might	be	one	of	the	most	important	tips	on	the	list.	Saying	Thank	You	never	goes	out	of	style.	And,	I	agree	with	Marketo,	put	another	offer	out	there,	see	if	they	bite.	Taking you up on a second offer could be a sign of a cold lead moving to warm. 5. Page URLs -	The	name	of	the	page,	along	with	the	rest	of	the	URL	path,	is	weighed	fairly	heavily.	You	can	use	1024	characters,	so	you	don’t	have	to	be	stingy.	And	use	dashes	 between	words,	not	underscores	–	search	engines	like	that	better. Marketo	example:	www.marketo.com/building-effective-landing-pages.html Don’t	forget	your	Google	juice	with	every	landing	page	you	build.	Remember	to	use	your	PPC	keywords	here	too. Again,	thanks	to	Marketo	for	the	list	of	landing	page	tips.	Don’t	forget	to	check	out	the	rest	of	the	list	at	Marketo’s B2B Marketing Best Practices.

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101 B2B Marketing and Sales Tips from The B2B Lead

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Is	Dirty	Data	Sabotaging	your	Marketing	Results?	
Dirty	data—whether	purchased,	gathered	via	download	offers	or	aged	and	stored	in	your	internal	database—costs	companies	billions	every	year	in	wasted	resources	and	lost	productivity. Today’s	mobile	workforce	is	changing	jobs	faster	than	ever	before.	According	to	Gartner,	30	million	of	the	138	million	workers	in	the	US	will	switch	jobs	in	the	next	12	months.	Now	 add that to the number of businesses that move or get acquired every month. It’s easy to see how they dirty data piles up and piles up fast. Feeding	dirty	contact	data	into	a	marketing	automation	or	CRM	system	has	a	multiplier	effect	that	can	derail	success	by: •	 Delivering	the	wrong	message	to	the	wrong	person •	 Annoying	customers	and	prospects	with	redundant	messages •	 Losing	credibility	due	to	botched	attempts	at	personalized	communications •	 Failing	to	leverage	multi-modal	marketing	capabilities •	 Misinterpreting	campaign	success	metrics •	 Creating	more	Sales	inefficiencies Even	with	so	much	at	stake,	tackling	data	cleanup	issues	is	a	daunting	proposition.	Most	Marketers	are	overwhelmed	by	a	customer	or	prospect	database	with	hundreds	of	thousands	of	duplicate	entries,	old	data,	inaccurate	contact	details	and	countless	records	in	myriad	states	of	completeness.	This	existing	data	has	likely	been	gathered	by	many	different	 individuals over multiple years. It is often too difficult to know where to begin. Before you undertake any data cleaning, segmentation, or augmentation initiative, be sure to map out your plan. Here’s an outline to get you started. Targeting the Right Companies– Use	what	you	already	have	access	to	first	–	your	CRM	data	and	your	web	site	visitor	logs CRM	data	 •	 Profile	your	top	performing	market	segments	–	where	are	you	winning? •	 Identify	your	best	target	markets	–	what	kinds	of	deals	close	the	fastest? •	 Determine	key	qualifying	company	characteristics	and	buyer	roles. Website	visitor	logs/Unknown	visitor	logs	 •	 Look	for	visitor	patterns	–	ex.	are	there	lots	of	healthcare	companies	visiting	you	that	you	haven’t	directly	targeted? •	 Are	companies	visiting	already	currently	in	your	database,	if	so,	are	you	recording	these	page	visits? •	 Your	online	marketing	and	PPC	advertising	is	driving	lookers,	just	because	they	don’t	announce	themselves	doesn’t	mean	they	aren’t	potential	leads. This	analysis	will	help	you	determine	where	to	find	your	target	market	“sweet	spot”. Once	you’ve	built	a	profile	of	common	denominators	or	qualifying	criteria	for	your	target	market	“sweet	spot,”	now	you’re	ready	to	identify	your	decision	making	unit.	The	decision	 making consists of everyone involved in the buying decision of your product or service.

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101 B2B Marketing and Sales Tips from The B2B Lead

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Start	with	a	decision	making	unit	profile	to	identify	the	types	of	buyers	involved	in	the	buying	process	and	the	roles	of	these	buyers	both	in	the	buying	cycle	and	their	role	within	the	 organization. It is vital to understand the responsibilities for each of your buyers. With this information, you will be able to refine your data augmentation program and standardize data collection requirements for more targeted marketing programs. Now	that	you	have	your	buying	unit	profiled,	pull	a	list	of	pre-existing	contacts	that	correspond	to	your	Target	Accounts	so	you	can	begin	the	process	of	de-duping,	identifying	 missing fields such as addresses or contact details, and identifying gaps such as key buyers, roles and other relevant details. After your de-duping process, you now know what you have and what you need to fill in. When filling in the gaps, remember to look for role-based contact resources, like ReachForce.	Shameless	promotion	I	know…but	remember	the	title-based	lists	we’re	all	used	to	using	are	still	delivering	a	less	than	3%	response	rate.	Isn’t	it	worth	the	risk	of	trying	 something	new? A	few	extra	data	hygiene	tips	from	our	Marketing	Ops	Guru,	Lauren,	here	at	ReachForce	– •	 Mark	all	records	that	are	included	in	your	current	target	market,	you	don’t	necessarily	want	to	delete	the	data	you	aren’t	using	but	you	want	to	be	able	to	pull	your	new	target	 market	data	easily.	You’ll	be	thankful	you	did	this,	I	promise. Add	a	‘born	on’	date	field	to	the	record	and	once	you’ve	refreshed	it,	add	the	date,	everyone	touching	the	record	will	be	happy	you	did	this. As	you	are	filling	in	gaps	and	building	out	contact	data	for	new	roles,	consider	other	segmenting	options.	While	you’re	updating	you	should	go	ahead	and	do	this	too.	This	will	 enable you to laser target your message at these prospects.

•	 •	

Marketing	WTF?	-	Know	Thy	Customer
A	reader	of	The	B2B	Lead	Blog	reports	a	B2B	Marketer,	who	will	go	unnamed,	recently	confessed	to	a	rather	embarrassing	and	costly	blunder	that	was	a	clear	 result	of	breaking	the	first	commandment	of	Sales	and	Marketing	–	Know	Thy	Customer.	Apparently,	the	newbie	Marketer	sent	a	very	expensive	Selling	to	VITO	 direct	mailer	to	a	UPS	executive	in	a	Fed	Ex	envelope.	Doh! Have	any	other	embarrassing	or	costly	mistakes	to	share	with	readers	of	The	B2B	Lead	Blog?	Submit	a	Post!

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101 B2B Marketing and Sales Tips from The B2B Lead

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Make Marketing Decisions by Using Surveys
On	the	B2B	Lead	we	have	discussed	using	surveys	to	score	leads	but	surveys	are	also	a	useful	tool	for	getting	to	know	your	prospective	buyers.	Do	you	really	know	your	target	market?	Are	there	shifting	trends	you	don’t	know	about	but	should?	By	understanding	a	prospect’s	business	environment	and	specific	business	initiatives,	marketing	and	sales	teams	 can	further	refine	their	approach	for	targeting	them.	Surveys	can	be	especially	useful	when	launching	a	new	product	or	entering	a	new	market. As B2B marketers are increasing their spend on social media, a survey may be an opportunity to find out where your customers and prospects are going online. If all of your customers/prospects	are	either	on	Facebook	or	LinkedIn,	don’t	bother	with	creating	a	MySpace	page	(on	a	side	note,	it	seems	to	be	fairly	unanimous	that	MySpace	is	pretty	much	 worthless for B2B). As marketing budgets are being tightened, costly events are being cut. It can be difficult to decide which events to keep and which to drop especially if your product has a long sales	cycle	so	ROI	cannot	be	measured	before	it	is	time	to	sign	a	contract	again.	A	show	may	be	timed	poorly	this	year,	like	on	Election	Day	(sorry,	I	am	calling	you	out	salesforce. com), which could cause lower attendance. Ask your prospects which events they will be attending. Things to consider when creating surveys: How	long?	 •	 Shorter	is	always	better •	 Ask only what you need to know •	 Try to keep it to 5 minutes or less To	offer	an	incentive	or	not?	 •	 If you are doing a longer survey, a incentive is a must •	 If you are offering a incentive tell the participant upfront •	 Could	the	information	you	are	gathering	be	useful	to	the	participants.	If	the	answer	is	yes,	have	the	incentive	be	to	give	them	the	info	you	gathered.	Remember	people	love	 reports on industry trends. Types of questions •	 Multiple	choice	are	the	easiest	and	fastest	to	answer •	 Free	response	may	give	you	more	qualitative	info	but	is	more	difficult	to	get	participants	to	fill	out Once	you	have	completed	surveying	your	prospects,	use	this	information	to	segment	your	contact	database	and	create	different	targeted	messages	for	each	segment.	You	may	also	 find that different segments respond to different marketing mediums. If you are entering a new industry, be sure to find out if prospects are better reached by email, direct mail, events, etc. Some	good	online	survey	tools	include	SurveyMonkey and Zoomerang. These are both free for basic functionality and are easy to use. I have used both. I personally liked the reporting	better	through	Zommerang	but	SurveyMonkey	offered	better	functionality	in	designing	the	survey	questions.	I	haven’t	used	it	yet,	but	VerticalResponse also recently added surveys to their offering.

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Dust	Off	Your	Algebra	Texts	to	Improve	Conversion	Rates
MarketingExperiments.com	(MEC)	has	the	equation	for	boosting	your	email	and	landing	page	conversion	rates.	They	call	it	the	MEC	conversion	index: C	=	4M	+	3V	+	2(I-F)	–	2A “The	probability	of	conversion	(C)	is	a	function	of	the	buyer’s	motivation	(M),	how	strong	our	value	proposition	(V)	is,	and	the	combination	of	friction	(F)	and	incentive	(I)	elements	 that	make	up	our	registration	process,	further	mitigated	by	any	anxiety	(A)	experienced	by	the	customer	during	the	process.” I	attended	a	really	intriguing	MarketingExperiments.com	webinar	last	week	called	“Landing	Page	Optimization:	How	Businesses	Achieve	Breakthrough	Conversion	by	Synchronizing	 Value	Proposition	and	Page	Design”	where	they	discussed	this	formula	and	critiqued	a	number	of	landing	pages	to	illustrate	their	points. Big	Takeaways:	You	can	boost	your	landing	page	conversion	rates	substantially	by	highlighting	a	concise	value	proposition	that	clearly	communicates	why	your	ideal	prospect	 should buy from you versus your competition. And, include a very compelling call to action that is consistent with that value proposition. What’s more, you can reduce friction or anxiety—a	leading	cause	of	site	flow	disruption—by	ensuring	every	aspect	of	your	landing	page	makes	sense	and	supports	your	value	proposition.	That	means	your	graphics,	 photographs,	copy,	flow,	and	anything	else	on	the	page	should	all	work	together	to	inspire	the	confidence	of	your	visitor	and	not	disrupt	him/her	by	triggering	anxiety.	For	example,	 if you are promoting a free trial of a security product, make sure your landing page is designed to communicate that your company is a secure, stable, trustworthy organization and don’t	highlight	graphics	of	payment	methods	which	is	incongruous	with	the	“free	trial”	offer.

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How	to	Write	and	Market	Whitepapers
I	saw	a	great	presentation	earlier	this	summer	at	the	MarketingProfs	B2B	Forum	by	Michael Stelzner	titled	“Attracting	Quality	Leads	with	White	Papers.”	Michael	has	generated	 60,000 qualified leads with his program, so I thought I would share some of his ideas. Here	are	Michael’s	6	mistakes	Marketers	make	in	regards	to	whitepapers: 1.	 2.	 3.	 4.	 5.	 6.	 Product	Marketing	Curse	-	Using	a	technical	document	for	lead	gen. Marketing	the	Wrong	Content	-	used	car	salesman	approach,	highly	focused	on	company	and	product. Post	and	Hope	Syndrome	-	You	need	to	drive	prospects	to	the	content,	“If	you	build	it,	they	will	come”	only	works	for	Kevin	Costner. Brief	Landing	Pages	-	long	form	with	little	content Immediate	Access	to	Excellent	Content	-	No	registration,	no	follow-up	emails Not	Integrated	with	Other	marketing	Efforts	-	Not	promoted	through	email	or	direct	mail	campaigns,	left	out	of	newsletters	and	blogs

Michael	gave	some	compelling	reasons	why	whitepapers	should	be	a	part	of	your	marketing	mix.	To	get	to	the	point,	they	are	a	proven	lead	gen	tool,	help	educate	your	buyers	and	 position your company as a thought leader. Here	are	Michael’s	tips	for	writing	and	publishing	whitepapers: •	 When	you	sit	down	to	write	the	whitepaper,	you	first	need	to	determine	which	type	of	problem	you	are	going	to	solve:	People	problems,	Process	problems,	Quality	problems	or	 Absent problems. Then lead with the challenges faced by the ideal reader. •	 Discuss	the	solution	is	generic	terms.	People	need	to	think	that	they	need	a	solution	like	yours	before	you	can	sell	them	your	specific	solution. •	 Include	a	“what	to	look	for”	list	-	This	is	your	silver	bullet	where	you	create	a	condition	where	only	your	product	or	service	can	succeed.	Be	sure	to	call	out	points	where	you	 deliver over your competition. •	 Only	at	the	end	of	the	whitepaper	do	you	mention	your	company	and	the	product	or	service	you	are	promoting.	Do	be	sure	to	have	your	branding	on	every	page	as	well	as	the	 landing page. •	 Save	the	call	to	action	for	the	very	last	sentence	-	make	it	compelling,	actionable,	and	measurable •	 Think	of	the	first	page	of	your	whitepaper	as	a	movie	trailer	-	show	them	enough	for	them	to	be	willing	to	pay	(fill	out	a	form)	for	the	rest.	 	 	 •		Identify	the	ideal	reader,	summarize	the	challenge,	summarize	the	solution,	state	the	goal	of	the	paper •		AVOID:	detailed	explanation	of	the	solution	and	features,	introduction	of	your	company,	humor

•	 When	developing	a	title,	keep	in	mind	“what’s	in	it	for	me?”	and	the	3	U’s:	 	 	 	 •		Ultra-specific •		Unique •		Useful	to	readers

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•	 Test	the	title	with	current	customers,	they	will	be	the	best	judges. •	 Have	long	landing	pages	(this	is	against	a	lot	of	what	we	are	hearing	right	now,	but	Michael	has	the	results	to	prove	that	it	works)	 	

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•		Provide	a	significant	amount	of	content	at	the	top	of	the	landing	page	with	a	very	short	form	(Michael	suggests	just	name	and	email)	at	the	bottom.	 This way readers are already hooked by the time they get to the form and more likely to fill out the form to get the rest of the whitepaper. •		It	is	also	great	for	SEO

	

•	 Don’t	allow	immediate	access	to	the	whitepaper.	Wait	30	minutes	to	send	the	pdf	directly	to	the	email	address	given.	This	does	two	things.	First,	it	provides	a	sense	of	anticipation.	Secondly,	this	is	a	way	for	you	to	verify	that	they	gave	you	a	valid	email	address,	not	mickeymouse@mickeymouse.com. I	am	working	on	implementing	some	of	Michael’s	ideas.	He	shares	a	lot	more	in	his	book,	Writing White Papers.	Do	you	have	any	suggestions	for	what	works	in	writing	and	promoting	whitepapers?

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101 B2B Marketing and Sales Tips from The B2B Lead

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Keeping Customers Engaged Between Sales Cycles
When	I	first	started	at	ReachForce,	we	were	still	in	start-up	mode	and	all	marketing	was	focused	on	acquiring	new	customers.	Because	we	run	on	a	subscription	model,	I	saw	an	 opportunity for continued customer marketing to help increase our renewals. I developed a fully integrated program which you may have seen on the blog, the ReachForce Book Club.	Throughout	the	year	we	are	sending	great	Marketing	books	to	our	customers.	For	about	2	months	after	we	send	the	book,	we	discuss	it	here	on	The	B2B	Lead. Here are the steps we take: •	 We	hand	write	a	short	note	in	each	book	to	help	tell	them	why	we	chose	this	book	and	to	make	the	exchange	more	personal. •	 We	also	put	a	little	notecard	in	the	book	to	tell	them	a	little	more	about	the	book	and	direct	them	to	The	B2B	Lead	to	join	in	the	conversation. •	 I	send	an	email	to	all	of	our	customers	about	a	week	after	mailing	the	books	to	tell	them	to	expect	the	book	to	arrive	shortly.	This	email	also	links	to	The	B2B	Lead	where	I	have	 posted	about	the	new	book	and	which	chapters	we	will	be	reading	the	next	week. •	 Every	week	two	of	us	from	the	marketing	department	blog	about	the	chapters	we	are	reading. •	 I	email	the	author	to	let	them	know	what	we	are	doing	and	invite	them	to	join	the	conversation.		These	are	often	busy	people	but	they	are	usually	happy	to	help	promote	their	 book. A	book	club	isn’t	ideal	for	every	customer	base	but	you	should	have	a	current	customer	program	in	place,	even	if	your	sales	model	is	not	subscription	based.	You	of	course	always	 want to keep your customers happy for referrals, case studies, as well as cross-selling and up-selling opportunities. When you begin a current customer program, start small. We started with Thanksgiving cards. Be sure to clean up your database to make sure that all of your contacts are still there	and	that	you	have	correct	contact	information.	According	to	MarketingSherpa,	in	house	databases	go	bad	at	a	rate	of	2%	per	month,	but	who	knows	which	2%. So	far,	we	have	had	a	great	response	from	our	customers	and	we	hope	to	continue	to	grow	the	program	to	really	create	a	community	for	smart	marketers.

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About ReachForce
ReachForce	delivers	software	(SaaS)	and	data	services	that	enable	B2B	companies	to	laser	target	their	lead	generation	programs.		ReachForce	solutions	allow	marketing	and	sales	 teams	to	target	market	‘sweet	spots’	using	CRM	and	website	visitor	data	then	reach	the	right	buyers	in	these	companies	using	role-based	contact	discovery	services.		 ReachForce	was	created	to	ensure	Marketers,	keep	their	seat	at	the	table.	As	a	team	of	long	time	Marketers	we	decided	we	were	tired	of	it	being	ok	to	be	wrong	97%	of	the	time.	 With	marketing	response	rate	industry	averages	being	less	than	3%,	there	is	something	fundamentally	wrong	with	the	way	we	as	B2B	Marketers	have	been	driving	lead	generation	 initiatives.	Response	rates	don’t	equal	leads	and	leads	don’t	always	mean	qualified	buyers. At	ReachForce,	we	don’t	care	about	or	measure	response	rates,	we	drive	and	measure	revenue	delivered	to	the	business	from	lead	generation	initiatives.	By	addressing	the	foundation	of	any	marketing	program,	the	data	-	or	“The	WHO”	as	we	call	it,	ReachForce	was	founded	with	one	goal	in	mind:	to	provide	businesses	with	revolutionary,	high	quality,	costeffective data to fuel their marketing and sales lead generation initiatives.

About The B2B Lead
We’ve	designed	The	B2B	Lead	blog	to	deliver	real	world,	practical	B2B	Sales	and	Marketing	Tips	to	help	you	capture	more	qualified	buyers	and	convert	them	into	profitable	 customer	relationships.	Each	week,	we	will	deliver	snack-size	how-to’s	and	thought-provoking	commentary	from	B2B	Marketers	for	B2B	Marketers.	ReachForce	customers–who	 include	Directors	of	Marketing	Communications,	Sales	Professionals,	Marketing	Programs	Managers–and	other	guest	writers	will	share	techniques	that	help	you	take	a	more	deliberate	and	predictable	approach	to	increasing	the	velocity	and	efficiency	of	the	Marketing	and	Sales	funnel. If	you	want	to	share	ideas	while	learning	from	your	peers,	subscribe	to	our	B2B	Marketing	RSS	feed	now.	We	hope	you	will	make	it	your	go-to	resource	for	techniques	to	succeed	in	 the	new	world	of	metrics-driven	Marketing.

This	is	the	second	of	a	five	volume	collection	of	B2B	Marketing	and	Sales	Tips	from	The	B2B	Lead.	Below	are	the	past	and	upcoming	volumes.	To	download	all	101 B2B Marketing and Sales Tips, check back in the coming weeks. Volume	One:	Online	Marketing Volume	Two:	Direct	Marketing Volume	Three:	Event	Marketing Volume	Four:	Marketing	and	Sales	Alignment Volume	Five:	More	Marketing	and	Sales	Tips

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Description: 25 direct marketing tips for driving lead generation.