Crm for Business Marketing by auw21355

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									                                                              Contents




CONTENTS

INTRODUCTION: ON-DEMAND CRM                                                                                               1-1
AND THE NEW MARKETING MODEL™
 Objectives of this Training and Certification Program ......................................................... 1-2
 On-Demand CRM: A Tool for Improving Productivity, Efficiency,
 and Measurability in Sales and Marketing ......................................................................... 1-3
 Major Benefits of On-Demand CRM to the Business-to-Business
 Sales and Marketing Process................................................................................................ 1-6
        Efficient New Processes Expose Old Inefficiencies .................................................... 1-6
        Better Measurement is Contagious ............................................................................. 1-7
        Often, the Problem Isn’t Lack of Measurement, It’s Poor Sales Response .............. 1-7
 Lead Development: After a Lead is Generated, It Must Be Developed,
 With the Help of Marketing Professionals ............................................................................ 1-8
        A Streamlined Process Becomes a Faster Process,
        Raising Expectations for Better Marketing Execution ...............................................1-10
 The “Sales/Marketing Disconnect” ...................................................................................1-10
        The New Marketing Model™ .......................................................................................1-11
 On-Demand CRM and the New Marketing Model: Core Principles ..................................1-12
        1. Knowledge of the Tradecraft of Marketing Execution ..........................................1-12
        2. Owning the Skills of Effective Marketing Execution .............................................1-13
        3. Marketing Aligned with Sales .................................................................................1-14
        4. Partnering with Sales by Executing
        Effective Lead Development Programs ......................................................................1-15
        5. Using Clear Presentation in Lead Generation and Lead Development ..............1-17
        6. Using “Show What You Know” to Establish Thought Leadership
        and Unique Positioning for Your Company and Its Product ......................................1-18
        Functional Areas Where Marketing is Integrated With On-Demand CRM ...............1-18
        1.) Tracking and Measuring Sales Response
        from Marketing Programs (Campaigns) .....................................................................1-19
        2.) Manual and Online Lead Capture (CRM Web-to-Lead); ......................................1-21
        3.) Online Storage and Distribution of Sales Support Marketing Deliverables
        (CRM Document Library) .............................................................................................1-21
        4.) Executing, Tracking, and Measuring Lead Development Programs
        (Third-party E-Mailers and On-Demand CRM Reports) .............................................1-22
        5.) Produce, Execute, Measure, and Assess Keyword Search Advertising
        (On-Demand CRM and Google AdWords)...................................................................1-23
        6.) Plan, Schedule, and Monitor Progress of Execution of
        Marketing Programs (CRM Project Managers ) .........................................................1-24
                    CRM Field Marketing Handbook



 It All Starts With a Lead .......................................................................................................1-24

ON-DEMAND CRM AND YOUR MARKETING PLAN:
INTEGRATING ON-DEMAND CRM TO BUSINESS-TO-BUSINESS
MARKETING PROGRAMS, METHODS, AND MEDIA                                                                                                 2-1
 Integrating Your Marketing Program and Aligning Its Objectives to On-Demand CRM ..... 2-1
 Two Essential Elements of Business-to-Business Marketing Plans
 in The New Marketing Model ................................................................................................ 2-4
 How Marketing Tools and Media Integrate With On-Demand CRM .................................. 2-4
        Direct Mail ...................................................................................................................... 2-4
        Print Display Advertising ............................................................................................... 2-5
        Trade Shows ................................................................................................................... 2-6
        Web Sites and Keyword Search Advertising ................................................................ 2-7
        E-Mail Message Programs ............................................................................................ 2-8
        Field Marketing for Sales Support................................................................................ 2-8
        Tracking and Measuring Response to Your Marketing Program
        Using On-Demand CRM ...............................................................................................2-10
 Lead Tracking by Campaign in On-Demand CRM ..............................................................2-10
 Overview of Key Marketing Measurements Used in On-Demand CRM ...........................2-12
        Response Rate .............................................................................................................2-14
        Cost-per-Lead ...............................................................................................................2-14
        Return on Investment (ROI) ........................................................................................2-15
        Lifetime Value of a Customer .....................................................................................2-15
        Other Key Marketing Measurements .........................................................................2-15
 Marketing Professional’s Checklist for Creating a Campaign
 Using On-Demand CRM .......................................................................................................2-17
        1.) Creating a New Campaign .....................................................................................2-17
        2.) Importing Leads to a Campaign............................................................................2-19
        3.) Set up Campaign Tracking Features.....................................................................2-19
        4.) Export Leads or Contacts to a Mailing List (for Direct Mail Projects) ...............2-22
        5.) Execute Your Campaign, and Track, Measure,
        and Assess Campaign Response ...............................................................................2-23
 Marketer’s Action Plan: Six Steps to Effective Marketing Execution
 Utilizing Campaigns in On-Demand CRM ...........................................................................2-24
        1.) Create Your Plan.....................................................................................................2-25
        2.) Plan for Measurement ...........................................................................................2-26
        3.) Execute ...................................................................................................................2-27
        4.) Track, Measure, Monitor, and Assess...................................................................2-27
        5.) Evaluate, Adapt, and Improve ...............................................................................2-28
        6.) Follow Through .......................................................................................................2-28
 How this Workbook is Organized: Overview of Main Workbook Sections........................2-29
        Professional Development for Business-to-Business
        Marketing Professionals ..............................................................................................2-30
                                                                   Contents



HOW TO WRITE ADVERTISING (OR MANAGE THOSE WHO DO):
DISCOVERING, DEVELOPING, AND PRESENTING
YOUR PRODUCT’S MOST EFFECTIVE SALES MESSAGE                                                                                          3-1
 Effective Copywriting Means Research and Execution ....................................................... 3-2
 Part 1: The Information-Gathering Stage ............................................................................ 3-3
        Step 1: Listen to Your Company’s Sales Reps ............................................................ 3-3
        How to Debrief a Sales Rep ......................................................................................... 3-4
        Learn Which Benefits Work Best ................................................................................. 3-5
        How Do Your Salespeople Counter Common Sales Objections? .............................. 3-6
        What Else Do Your Salesmen Have to Say? (Plenty!) ................................................. 3-6
        Ask Your Top Sales Reps: “What’s Your 'Elevator Pitch?'” ......................................... 3-6
        Elevator Pitch Examples ................................................................................................ 3-7
        What Do Your Sales Reps Think of Your Company’s Marketing?............................... 3-8
        Step 2: Check Your Competition .................................................................................. 3-9
        Step 3: Get Your Competitor’s Sales Information Kit ................................................ 3-9
        Step 4: Research Trade Publications in Your Industry ..............................................3-10
 Part 2: Writing Effective Advertising and Promotional Copy ............................................3-11
 How Prospects See Your Advertising ..................................................................................3-11
 Anatomy of an Effective Marketing Deliverable .................................................................3-12
        Headline .......................................................................................................................3-12
        Subheads .....................................................................................................................3-13
        Body Copy .....................................................................................................................3-14
        Call to Action ................................................................................................................3-15
 Writing Effective Advertising: Three Advertising Copywriting Exercises ...........................3-16
        Step 1: The Laundry List ............................................................................................3-16
        Sales Benefit Attributes ..............................................................................................3-17
        • Speed • Efficiency • Productivity ..........................................................................3-17
        • Quality • Comprehensiveness • Richness ...........................................................3-17
        • Low cost • Savings • Value for money .................................................................3-18
        • New • Updated • Improved • Upgraded • Different ...........................................3-19
 Step 2: The Park Bench Story ............................................................................................3-19
 Step 3: Your Elevator Pitch ..................................................................................................3-21
 What You Have Accomplished by Completing these Exercises.........................................3-21
 Part 3: The Execution Stage ................................................................................................3-22
 Your Headline .......................................................................................................................3-23
 Converting Benefits to Headlines: Examples .....................................................................3-23
 Your Subheads for Sales Copy ............................................................................................3-25
 Your Marketing Deliverable’s Body Copy ............................................................................3-25
 This Writing Process Opens Infinite Possibilities ...............................................................3-27
                    CRM Field Marketing Handbook



FIELD MARKETING DELIVERABLES: EXPEDIENT LAYOUT
AND EXECUTION FOR EFFECTIVE ON-DEMAND CRM
SALES AND MARKETING DOCUMENTS                                                                                                           4-1
 Examples of Expedient Marketing Deliverables .................................................................. 4-2
 1. Print Field Marketing Deliverables .................................................................................. 4-3
        Informational Premiums................................................................................................ 4-3
        White Papers .................................................................................................................. 4-3
        Sales Support Materials................................................................................................ 4-5
        Sales Flyers .................................................................................................................... 4-5
        Comparison Charts: Powerful Marketing and Sales Tools ......................................... 4-6
        Question-and-Answer/FAQ Sheets................................................................................ 4-9
        Sales Letters .................................................................................................................. 4-9
        Sales Letter Structure .................................................................................................4-10
 Sales Letter Idea Starters ...................................................................................................4-11
        Step 1: Writing the Sales Letter Lead ........................................................................4-11
        Lead With Empathy......................................................................................................4-11
        Ask a Question .............................................................................................................4-12
        Start it Straight ............................................................................................................4-12
        Break the News or Cite a Source ...............................................................................4-13
        Sometimes, a Headline Works Just Fine ...................................................................4-13
        Sales Bullets and Key Sales Benefits ........................................................................4-14
        Starting Your Body Copy ..............................................................................................4-14
 Layout and Presentation Techniques for Sales Cover Letters .........................................4-15
        Bullets ...........................................................................................................................4-15
        Boldface Paragraph Leaders ......................................................................................4-16
        Boldface Phrases Within Paragraphs.........................................................................4-16
        Copy Boxes ...................................................................................................................4-16
 Sales Letter Close and Call to Action .................................................................................4-17
 The More Personal the Letter, the Less Promotional It Should Be ..................................4-21
        Scouting New Deals and Filling Your Company’s Deal Pipeline
        Gives You a Place at the Table ...................................................................................4-22
 2. Online Deliverables ..........................................................................................................4-22
        Landing Pages .............................................................................................................4-22
 E-Mail Messages and Newsletter Formats .........................................................................4-24
 Web Video .............................................................................................................................4-25
 3. Other Marketing Deliverables .........................................................................................4-25
        Telephone Voicemail Scripts .......................................................................................4-25
 PowerPoint Presentations Checklist for Making PowerPoint Presentations
 More Effective ......................................................................................................................4-30
 III: Expedient Layout Techniques for Field Marketing Deliverables ..................................4-31
        Guiding Design Principles for Non-Designers ............................................................4-31
 Elements of Sales Flyers, Ads, and Other Promotional Marketing Deliverables .............4-33
                                                                  Contents



 Design and Content Checklist for Effective Layout of
 Field Marketing Deliverables ...............................................................................................4-36
 Layout Devices that Improve Presentation and Selling Power .........................................4-40

DIRECT MAIL PLANNING: GENERATING INQUIRIES AND SALES
THROUGH DIRECT MAIL AND DIRECT RESPONSE                                                                                            5-1
 Advantages of Direct Mail ..................................................................................................... 5-1
 Direct Mail Applications ........................................................................................................ 5-3
 Part 1: Mailing Lists: The Heart of Your Company’s Direct Mail
 Marketing Activities ................................................................................................................ 5-5
        Assessing Mailing Lists ................................................................................................. 5-5
        Elements of a Winning Mailing List ............................................................................. 5-6
        Mailing Lists: Self-Compiled and Rented Mailing Lists ............................................... 5-7
        Self-Compiled Mailing Lists ........................................................................................... 5-7
        Self-Compiled Mailing List Sources .............................................................................. 5-7
        The “Dumb Assistant” List Compiling Method ............................................................ 5-8
        List Compilation: Set Your Database Up Right the First Time .................................5-10
        Rented Mailing Lists ...................................................................................................5-12
        Where to Find Mailing Lists to Rent: SRDS Direct Marketing List Source ..............5-14
        How to Look for Mailing Lists in SRDS Direct Marketing List Source ......................5-15
 Types of Trade Publication Mailing Lists ............................................................................5-16
        Compiled Mailing Lists ...............................................................................................5-17
        How Much Response Should You Get from Your Mailings? ....................................5-17
        Mailing List Rentals and Policies ...............................................................................5-18
 Part 2: Direct Mail Packages .............................................................................................5-18
 Direct Mail Package Elements ...........................................................................................5-20
        Outer Envelope ...........................................................................................................5-21
        The Sales Letter ..........................................................................................................5-22
 Elements of Successful Direct Mail Sales Letter Copy ....................................................5-24
        Lead Paragraph ...........................................................................................................5-24
        Key Sales Benefits and Sales Bullets ........................................................................5-24
        Sales Letter Close and Call to Action .........................................................................5-27
        Layout Tips for Sales Cover Letters ...........................................................................5-28
 Brochures for Direct Mail Packages ..................................................................................5-28
 Direct Mail Response/Business Reply Cards (BRCs) .......................................................5-30
        The “Buck Slip” ...........................................................................................................5-31
        The Call to Action: Direct Mail Premiums to Get Inquiries and Orders ...................5-32
        Other Promotional Offers for Direct Mailings ...........................................................5-33
 Self-Mailer Formats: Brochures, #10 Mailers and Four-Color Postcards .......................5-34
        Self-Mailing Postcards ................................................................................................5-35
                    CRM Field Marketing Handbook



DIRECT MAIL TESTING: REDUCING MARKETING RISK
AND EXPENSE IN YOUR COMPANY’S
DIRECT MAIL PROJECTS                                                                                                                 6-1
 Typical Mailing Tests .............................................................................................................. 6-2
 When to Test .......................................................................................................................... 6-3
 Deciding What to Test ........................................................................................................... 6-3
 Your Testing Benchmarks ...................................................................................................... 6-4
 Testing Sample Sizes: How Small is Too Small
 and How Big is Too Big? ....................................................................................................... 6-5
        Minimum List Sample Size .......................................................................................... 6-5
        Finding List Sample Sizes: The “Statistics Professor” Method .................................. 6-5
 The “Real World” Sampling Method .................................................................................... 6-6
 List-Testing and Sampling: A Typical Example...................................................................... 6-8
 Planning Your Direct Mail Test Program ............................................................................6-10
        Selecting Mailing Lists to Test ....................................................................................6-10
        “Nth-Name” Mailing List Selection .............................................................................6-11
        Testing Direct Mail Packages ......................................................................................6-11
        Testing Different Promotional Offers .........................................................................6-12
 Preparing Your Direct Mail Test ..........................................................................................6-12
        Create a Test Panel Matrix .........................................................................................6-12
        Key-Coding Your Direct Mail Pieces............................................................................6-12
        Developing a Key Code System for Your Mailings .....................................................6-13
        Where to Print Key Codes ...........................................................................................6-14
        Developing Procedures for Collecting and Reporting Key Codes ............................6-15
 Marketing Professional’s Checklist for Creating
 a Direct Mail Test Using On-Demand CRM ............................................................ 6-16
        1.) Creating a New Campaign Type to Track Mailing List Tests in On-Demand CRM6-17
        2.) Add an Actual Response Calculation Field to Your Campaign Records .............6-19
        3.) Create a Key Code Field .........................................................................6-22
        4.) Create a New Campaign for Each Mailing List Test and
        Import or Assign Each Mailing List to Each Campaign .............................................6-22
        5.) Capture Responses as they are Received from Your Test Mailings ...................6-23
        6.) Set Up On-Demand CRM Reporting Features to Track and Measure
        Your Test Mailings ........................................................................................................6-24
        Developing a Response Curve for Your Mailings .....................................................6-24
 Analyzing Results of Your Test Mailings ............................................................................6-29
 Direct Mail Troubleshooting: What To Do If Your Test Mailings Fail ................................6-31
 Testing is a Continuous Process: Test Always, and Test Often ........................................6-34
 Rolling Out: Scaling Up Your Mailings After Your Direct Mail Tests .................................6-34
        Scaling Up: Determining Your Range of Response to a Mailing .............................6-34
                                                                    Contents



        Test Mailing Rollouts: How Many Pieces to Mail Next? ...........................................6-35
 Extending Your Direct Mail Program: Timing and Execution ............................................6-37

DIRECT MAIL EXECUTION: CREATING, DEVELOPING,
AND EXECUTING SUCCESSFUL DIRECT MAIL PROJECTS                                                                                         7-1
 Putting Direct Mail to Work: A Mailing for Most Every Marketing Situation ..................... 7-1
 Situation #1: Mailings to Rented Mailing Lists ................................................................... 7-2
 Marketing Situation #2: Tactical Mailings for Sales Promotions, New Product
 Announcements, and Other “Targets of Opportunity” ........................................................ 7-6
        Marketing Situation #3: Inquiry-Generation Postcard Decks .................................... 7-7
 Marketing Situation #4: The Sales Rep’s Sales Kit .........................................................7-12
 Marketing Situation #5: Sales Inquiry Bounceback Package .........................................7-13
 Executing Your Company’s Direct Mail Projects ...............................................................7-15
 Step 1: Mailing List Selection (Estimated Execution Time: 1- 2 Weeks) .........................7-16
        Internal Mailing Lists ..................................................................................................7-17
        External Mailings: List Execution for Rented Mailing Lists .......................................7-18
 Step 2 : Direct Mail Package Design, Copy and Production
     (Estimated Execution Time: 1-3 Weeks) .....................................................................7-21
 Direct Mail Package Development for New Mailings .......................................................7-21
 Direct Mail Piece Development and Production: Timing and Mechanics .......................7-22
        Step 1: Sketch Out the Requirements and Sales Copy Points
        of Your Direct Mail Package .......................................................................................7-23
        Step 2: Direct Mail Package Copy, Development and Production ...........................7-24
        The Proofing Cycle .......................................................................................................7-24
        Step 3: The Print Production Process ........................................................................7-26
        Step 4: Lettershop and Mailing .................................................................................7-27
 Mailing List Processing ........................................................................................................7-29
 Marketer’s Action Plan (MAP): Checklist for Executing Direct Mail Campaigns
 in On-Demand CRM .............................................................................................................7-31
 1.) Create Your Plan .............................................................................................................7-31
        Targeting: .....................................................................................................................7-31
 2.) Plan for Measurement ...................................................................................................7-31
        Cost Side: .....................................................................................................................7-32
        Revenue Side: ..............................................................................................................7-32
        Concept and Production:.............................................................................................7-32
        Preparation (for Execution): ........................................................................................7-33
 3.) Execute ............................................................................................................................7-33
 4.) Track, Measure, and Assess ..........................................................................................7-34
 5.) Evaluate, Adapt, and Improve ........................................................................................7-34
 6.) Follow Through ................................................................................................................7-34
                    CRM Field Marketing Handbook



TRADE SHOW MARKETING: MAKING A SUCCESS
OF YOUR COMPANY'S TRADE SHOW OPPORTUNITIES                                                                                            8-1
 Trade Shows: Where Markets Come Alive ............................................................................ 8-1
 Trade Shows Keep Marketing Professionals Sharp ............................................................. 8-2
 Locating the Best Trade Shows in Your Market ................................................................... 8-2
 Trade Show Timing and Planning.......................................................................................... 8-3
 Evaluating Trade Show Opportunities................................................................................... 8-4
 Selecting a Trade Show Booth: Location and Size .............................................................. 8-5
        Choosing the Best Trade Show Booth Location .......................................................... 8-5
        Selecting Your Booth Size ............................................................................................. 8-7
 Getting Your Company Into the Show ................................................................................... 8-8
 Trade Show Booth Options ................................................................................................... 8-9
        Trade Show Booth Backdrop......................................................................................... 8-9
 How Show Attendees Wander a Trade Show
 —and How to Get Them to Your Booth................................................................................8-11
 Producing Your Company’s Trade Show Backdrop Design ...............................................8-12
 Small Booth Aisle Signs .....................................................................................................8-15
 Trade Show Sales Video on Flat-Panel Display ..................................................................8-19
 Trade Show Pre-Marketing: What to Do Before the Show ...............................................8-21
        Trade Show Postcard Mailings ....................................................................................8-22
        E-Mailing Show Announcements/Invitations to Existing Sales Prospects ..............8-25
        Advertising in Trade Show Dailies .............................................................................8-26
 Printed Marketing Collateral for Trade Shows .................................................................8-26
 Trade Show Premiums and Drawings ...............................................................................8-28
 Trade Show Logistics ...........................................................................................................8-28
        Getting Your Booth and Materials to the Show .........................................................8-30
 Booth Setup Day ..................................................................................................................8-31
 Major Trade Show Emergencies ........................................................................................8-32
 The Show Begins: How to Work a Trade Show...................................................................8-33
 When the Show Ends ...........................................................................................................8-34
 Marketer’s Action Plan (MAP): Checklist for Executing Trade Show Campaigns
 in On-Demand CRM .............................................................................................................8-34
 1.) Create Your Plan .............................................................................................................8-34
        Your Objectives ............................................................................................................8-34
        Targeting .......................................................................................................................8-35
        Preparation (for Execution) .........................................................................................8-35
        Concept and Production..............................................................................................8-35
        Pre-Show Promotion ...................................................................................................8-36
 2.) Plan for Measurement ...................................................................................................8-37
        Cost Side ......................................................................................................................8-37
        Estimated Revenue Side .............................................................................................8-37
        Preparation (Measurement) .......................................................................................8-38
                                                                    Contents



 3.) Execute ............................................................................................................................8-38
        Pre-Show ......................................................................................................................8-38
        At the Show ..................................................................................................................8-39
 4.) Track, Measure, and Assess ..........................................................................................8-39
 5.) Evaluate, Adapt, and Improve ........................................................................................8-39
 6.) Follow Through ................................................................................................................8-40

ADVERTISING: PLANNING & EXECUTION
MAKING TRADE PRINT ADVERTISING PAY OFF
IN YOUR COMPANY’S MARKETING PROGRAM                                                                                                   9-1
 The Trouble with Print Advertising in B2B: Cost and Long Lead Times ............................. 9-1
 Should Your Company Be Advertising at All? ....................................................................... 9-2
 Key Elements of Your Company’s Print Advertising Program ............................................. 9-4
 Your Advertising Program’s Goals ......................................................................................... 9-4
 Planning Your Company’s Print Advertising Programs ........................................................ 9-5
 1. The Advertising Layout, or Deliverable ............................................................................. 9-5
        What’s Your Offer? ......................................................................................................... 9-6
        Always Test Every New Advertising Program ................................................................ 9-6
        Whenever You Run an Ad, Track It ............................................................................... 9-7
 2. Ad Size: What’s Best for Your Advertising Program? ...................................................... 9-8
        The Full-Page Ad Myth .................................................................................................. 9-8
        Don’t Run a Full Page Ad When a Smaller Size Will Do ...........................................9-10
        Sales vs. Inquiries from the Ad: Best Fractional Ad Sizes ........................................9-12
 3. Publication (Trade Media) Choices: Where to Advertise? ............................................9-12
        Trade Media Placement in Your Industry: Usually, Two Publications Rule .............9-12
        Standard Rate & Data Service (SRDS) .....................................................................9-13
        How to Select Publications .........................................................................................9-13
 Media Kits and Sample Issues ...........................................................................................9-14
 4. Frequency: How Often Should We Advertise? ...............................................................9-17
 Other Advertising Planning Issues: Ad Scheduling, Positioning
 and Tracking Response .......................................................................................................9-18
        Your Advertising Schedule ..........................................................................................9-18
        Display Advertising Positioning ...................................................................................9-19
        Getting the Best Ad Position in a Publication ............................................................9-20
        Publication Editorial Schedules ..................................................................................9-20
        Using On-Demand CRM to Track Your Ad Placement Schedule...............................9-21
 Planning and Executing a New Print Advertising Campaign
 Overview of Key Elements ...................................................................................................9-23
        Advertising Creative Development and Production (1-4 Weeks) .............................9-24
        Step 1—Your De-Brief to the Agency .........................................................................9-24
        Step 2—The Ad Agency Presentation ........................................................................9-24
        Step 3—Final Ad Production (1 Week) .......................................................................9-26
        Step 4—Space Reservations and Ad Submissions (Less than 1 Week)..................9-26
                    CRM Field Marketing Handbook



        Ad Materials Submission ............................................................................................9-28
 Marketer’s Action Plan (MAP): Checklist for Executing
 Print Advertising Campaigns in On-Demand CRM .............................................................9-29
 1.) Create Your Plan .............................................................................................................9-29
        Your Objectives ............................................................................................................9-29
        Targeting .......................................................................................................................9-29
        Preparation (for Execution) .........................................................................................9-30
        Concept and Production..............................................................................................9-30
 2.) Plan for Measurement ...................................................................................................9-31
        Cost Side ......................................................................................................................9-31
        Estimated Revenue Side .............................................................................................9-31
        Preparation (Measurement) .......................................................................................9-31
 3.) Execute ............................................................................................................................9-32
 4.) Track, Measure, and Assess ..........................................................................................9-32
 5.) Evaluate, Adapt, and Improve ........................................................................................9-32
 6.) Follow Through ................................................................................................................9-33

VIDEO & MULTIMEDIA: USING THE POWER OF
SPOKEN WORDS AND MOVING IMAGES TO SELL
YOUR COMPANY’S PRODUCTS                                                                                                            10-1
 Typical Video and Multimedia Applications ........................................................................10-1
 High-End Vs. “Industrial” Video Projects ............................................................................10-3
 The Desktop Video Revolution ............................................................................................10-4
 The Video Producer ..............................................................................................................10-5
        How to Evaluate the Producer’s Demo Reel ..............................................................10-6
        How to be Your Own Executive Producer ...................................................................10-6
 Decide on Your Video Project’s Application and Goals .....................................................10-7
 Web Video .............................................................................................................................10-7
        Uses for Web Video in B2B Marketing .......................................................................10-8
        Production Techniques for Web Video .......................................................................10-9
        Every Effective Web Video Begins With a Great Script ...........................................10-10
        Web Video Script Structure .......................................................................................10-10
        Visuals and Production Techniques for Web Video ................................................ 10-11
 Trade Show Booth Videos ................................................................................................. 10-12
        Sales Videos .............................................................................................................. 10-12
        Video News Releases ............................................................................................... 10-13
 Writing The Script: What Marketing Managers Should Know .........................................10-14
        What to Look for in a Video Script........................................................................... 10-15
        Basic Sales Video Script Structure ...........................................................................10-21
 Your Video Production Checklist: Executing Video Projects ........................................... 10-22
 Basic Elements of a Video Project ................................................................................... 10-22
 The Final Edit: Working with a Video Producer ................................................................10-24
                                                                   Contents



KEYWORD SEARCH ADVERTISING:
GENERATING KEYWORD SEARCH LEADS
WITH GOOGLE ADWORDS                                                                                                               11-1
 Google AdWords Keyword Search Advertising ...................................................................11-2
 Google AdWords: An Overview ............................................................................................11-4
 AdWords Elements and Terminology ..................................................................................11-5
 Developing Content-Based Premiums: The Starting Point
 for Effective AdWords Search Marketing Programs in B2B ..............................................11-8
 What Do Your Prospects Want, and What Does Your Company
 Know that Gives Prospects What They Want? ...................................................................11-9
        1.) Defining Your Potential Prospect’s Wants, Problems, and Issues................... 11-10
        2.) Assessing and Presenting What Your Company Knows
        that Solves Your Potential Prospect’s Problem ...................................................... 11-11
        3.) Developing Content that Motivates Searchers to Become Prospects ............ 11-13
        4.) Finding the Keywords Your Potential Prospects Use to Search
        for Products Like Yours, or Problems Solved by Your Product .............................. 11-14
 Developing and Discovering Keywords to Use in Your Search
 Marketing Program ........................................................................................................... 11-15
        Keywords Describing Your Product .......................................................................... 11-16
        Keywords Describing the Problem Solved by Your Product ....................................11-17
 Keywords for Market Segments and Specialized Applications ...................................... 11-18
        Creating Keyword Lists and Organizing them into Keyword Stacks...................... 11-19
 Specifying Keyword Variations ......................................................................................... 11-20
 Using Google’s Keyword Tool............................................................................................ 11-22
 Writing and Placing Text Ads for Google AdWords Programs ........................................ 11-23
 Google Text Ad Format ...................................................................................................... 11-24
 Writing Google Text Ads .................................................................................................... 11-24
        How to Begin: Write Copy for the Product, the Premium, or the Problem ............ 11-25
        Text Ad Examples: Product, Premium, and Problem .............................................. 11-25
 Google Text Ad Copywriting, Targeting, and Execution Tips ........................................... 11-27
 Developing Landing Pages for Google AdWords Lead-Generation
 Programs ............................................................................................................................ 11-29
 Thank You Page ..................................................................................................................11-31
 Executing AdWords Keyword Search Marketing Programs ............................................ 11-33
        Overview: Checklist for Setting Up and Running
        a New Google AdWords Ad Group ........................................................................... 11-33
 Troubleshooting Low Response in AdWords B2B Keyword Search
 Marketing programs .......................................................................................................... 11-36
        Impressions and Low Click-Through Rates ............................................................. 11-36
        Conversions ................................................................................................................11-37
                    CRM Field Marketing Handbook



E-MAIL LEAD DEVELOPMENT PROGRAMS:
DEVELOPING EFFECTIVE E-MAIL CONTENT
FOR LEAD DEVELOPMENT PROGRAMS                                                                                                  12-1
 Elements of Successful E-Mail Lead Development Programs ..........................................12-2
 Major Types of E-Mail Messaging Programs for Lead Development ................................12-3
 Personal “Spot” Sales Rep E-Mail ......................................................................................12-5
 E-Mail Message Templates for Every Selling Situation ....................................................12-6
 Sales Letter and Message Template Examples .................................................................12-7
        Guidelines for Writing E-Mail Sales Letter Templates ...............................................12-8
 Uploading Sales Message Templates to the On-Demand CRM Document Library .......12-9
 Editorial E-Mail ................................................................................................................. 12-10
        The Importance of Being a Thought Leader ........................................................... 12-10
        Benefits of an Editorial E-Mail Messaging Program............................................... 12-11
 I: Recognizing Your Company’s Special Expertise: “Show What You Know” ................ 12-11
        Finding and Developing Content for Editorial E-Mail Messaging Programs:
        Where to Look and How to Start ............................................................................. 12-14
        Examples of Editorial E-Mail Message Programs ................................................... 12-15
 II: Developing Your Company’s Expertise to Create Editorial E-Mail
 Messaging Programs: “Show What You Know” ............................................................. 12-16
        Observing Your Industry’s Issues, Trends, and Motivations ................................. 12-16
        Finding and Evaluating Available Content for
        Your Editorial E-Mail Program .................................................................................. 12-18
        Sources Within Your Company ................................................................................. 12-19
 B2B Editorial Examples .................................................................................................... 12-20
 Developing Editorial Content for Your E-Mail Messaging Program ................................ 12-21
 Editorial E-Mail Formats.................................................................................................... 12-21
        Editorial Content Formats ........................................................................................ 12-22
 E-Mail Message Formats .................................................................................................. 12-23
        E-Mail Message Formats: Which Format to Use? ................................................. 12-25
 Developing Content Targeted to Other Decision-Makers
 at the Prospect’s Company .............................................................................................. 12-25
 Writing and Producing Content for Your Editorial E-Mail Messaging Program ............. 12-26

LEAD DEVELOPMENT EXECUTION: EXECUTING EFFECTIVE
E-MAIL MESSAGING WITH INTEGRATED LEAD DEVELOPMENT
PROGRAMS                                                                                                                       13-1
 Timing and Scheduling of E-Mail Message Transmissions ...............................................13-2
        1.) Scheduled And Ad Hoc, “Spot” Transmissions By Sales Reps ...........................13-2
        Examples of “Triggering Events” that Increase Selling Opportunities ....................13-2
        Marketing’s Response to “Triggering Events”
        in the Lead Development Process .............................................................................13-3
 2.) Scheduled E-Mail Message Transmissions ..................................................................13-5
        Editorial E-Mail Content ...............................................................................................13-5
                                                                   Contents



        E-Mail Prospect Newsletters .......................................................................................13-5
        Targeted or Scheduled Promotional E-Mail Announcements ...................................13-7
 3.) Sequenced Autoresponder E-Mail Message Transmissions .......................................13-8
        Sequenced Autoresponder Applications
        for B2B Lead Development Programs .......................................................................13-9
        Sequenced Autoresponder Programs: Factors to Consider................................... 13-10
        Content Selection Decisions for Sequenced Autoresponder Mailings ................. 13-11
 Managing, Measuring, and Adapting Your E-Mail Messaging
 Programs ............................................................................................................................ 13-13
 Creating an E-Mail Messaging Schedule for Your E-Mail
 Messaging Program .......................................................................................................... 13-13
        Execution of E-Mail Messaging Programs ............................................................... 13-15
 Targeting Content to Prospects Throughout Your Company’s
 Sales Cycle..........................................................................................................................13-17
 Tracking and Measuring Your E-Mail Messaging Program ............................................. 13-18
        Common E-Mail Measurements .............................................................................. 13-18
        Deliverability Rate ..................................................................................................... 13-18
        Open Rate ................................................................................................................. 13-19
        Click-Through Rate .................................................................................................... 13-19
        Forms Completion (or Download) Rate .................................................................. 13-20
        Opt-In Rate or Unsubscribe Rate ............................................................................. 13-21
        Observing, Assessing, and Comparing Key E-Mail Measurement Rates.............. 13-21

START-UP MARKETING: MARKETING FOR START-UPS,
NEW PRODUCT LAUNCHES, AND NEW MARKETS                                                                                             14-1
 Riding the Tiger ....................................................................................................................14-1
 Markets Turn on a Dime in Every Start-Up
 or New Product Launch—So Be Ready ..............................................................................14-2
 Marketing in Start-Ups and New Product Launches Means
 Continuous Testing...............................................................................................................14-2
 The Federal Express Story: Fast Response and Marketing
 Execution Saves the Day .....................................................................................................14-3
 Start-Up and New Product Marketing: The Important Thing
 is Knowing What You Don’t Know .......................................................................................14-5
 Marketing Assumptions Used for a Start-Up’s
 Financial Projections ............................................................................................................14-6
        Estimating Market Response Before Market-Testing Your Product .........................14-6
 Step 1: Market Gap Analysis ..............................................................................................14-9
 Step 2: General Market Assessment Checklist ..............................................................14-10
 Part 2: Start-up Marketing Manager’s Analysis and Action Plan ..................................14-10
        1.) General Issues ................................................................................................... 14-11
        2.) Background Research and Action Items ........................................................... 14-11
        3.) Marketing Deliverables ...................................................................................... 14-13
        Development of Rough Marketing Deliverables for Market Testing ......................14-14
                    CRM Field Marketing Handbook



 4.) Market testing ..............................................................................................................14-16
 5.) Targets of Opportunity .................................................................................................14-17

MARKETING TURNAROUNDS: WHEN YOUR
MARKETING PROGRAM HITS THE WALL: TROUBLESHOOTING
AND CORRECTING POOR SALES RESPONSE                                                                                                   15-1
 Landing in the Grey Middle .................................................................................................15-1
 There’s Always Something You Can Do ..............................................................................15-2
 What Went Right? ................................................................................................................15-3
 Examining Where Marketing Projects Go Wrong: Common Causes
 of Poor Marketing Response ...............................................................................................15-5
        Marketing-Related Problems.......................................................................................15-5
        Copy and Deliverable Problems ..................................................................................15-5
 Market and Prospect Selection ..........................................................................................15-8
        Direct Mail ....................................................................................................................15-8
        Sales Support ........................................................................................................... 15-10
        Print Advertising ........................................................................................................ 15-11
        Clarity ......................................................................................................................... 15-13
        Boldness .................................................................................................................... 15-14
        Marketing Execution ................................................................................................. 15-16
        Solving Execution Problems ......................................................................................15-17
        Product-Related Problems ....................................................................................... 15-19
        More and Better Marketing Skill Never Saved a Bad Product .............................. 15-19
        How to Get Product Feedback ................................................................................. 15-20
        Common Product-Related Causes of Poor Market Response ............................... 15-20
        Crisis Marketing: Taking Action When the Product is Ahead of Its Time .............. 15-22
        Saving a Product That is Ahead of its Time ............................................................ 15-23
        Common Changes to Marketing Strategy and Deliverables
        When a Product is Retooled .................................................................................... 15-24
        Distribution and Market Size Problems .................................................................. 15-25
        Common Distributor Problems ................................................................................ 15-25
        Solving Distributor Problems ................................................................................... 15-26
        Sales Meetings ......................................................................................................... 15-26
        Adding and Improving Distributor Sales and Marketing Deliverables .................. 15-28
        Greater Involvement, Training and Communication Improve
        Distributor Sales Performance ................................................................................ 15-29
        Uncontrollable Factors Revealed by Your Test........................................................ 15-30
 Action is the Cure for Adverse Market Conditions .......................................................... 15-31

INDEX/APPENDIX                                                                                                                 I-1, A-1

About the Author                                                                                                                       A-4

								
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