Is Direct Marketing still a Relevant Tactic in the B2B World?

By: Brad Allen

In recent years a lot of the chatter in the marketing world has been centered on the growth of social media networks and the internet. Some might be forgiven for thinking that the use of direct mail marketing has been all but forgotten in light of the newer tactical options. Has the world of direct mail marketing suffered a killer blow from the rise of social media channels and the internet? Or is there still a place for B2B direct marketing offerings?

Well, some recently released information would suggest that it is still very relevant within this market place. Online marketing tools, it seems, have not completely cornered the marketing world across all audiences and the printed materials of mailing, letters and catalogues are still deemed to have relevance in a B2B context. A survey by Marketing Sherpa found that around 79% of the 1,000 people surveyed believed direct mail delivered to business mailing lists to be either very effective, or effective, as a tool for their business. 34% of business service organizations found direct mails to be very effective.

The key to a direct marketing campaigns’ success appears to be ensuring that the direct mail targets its audience perfectly – meaning that your B2B direct marketing lists need to be up to scratch. This could be why the business services group found the tool more useful than say a business technology company. Take a look at these top points to make sure, that as part of an integrated marketing mix, your next B2B direct mail hits the spot.

Remember your audience

Keep your target audience at the front of your thinking all the way along when creating the campaign; it needs to offer them value in order to be successful. So think about the timing, the imagery and content to ensure that your audience will be receptive.

Make the message meaningful

Ensure that the direct mail is part of an overall omni-channel campaign and not a stand alone or add-on at the last minute. Providing your customer with a seamless marketing campaign will help the direct mail become more effective.
Think about size

Going big is coming back – think outside the box when it comes to the design of the piece. Larger or unusually shaped mailings will grab someone’s attention more so than a plain white A4 envelope landing on their desk. Getting that attention is the start then you need to employ your meaningful and relevant message to keep them with you.

Plan your spend

Direct mail can be an expensive marketing option so make sure you do the math first. Work out what level of ROI you expect, you can then potentially tailor your business mailing lists to target your audience more specifically. Even if you mail less through this method you can up your cost per piece to produce a higher quality piece of direct mail that then should provide you with better results.

Email is the Language of Modern Business… How Well Do You Speak It?

If you run a business or you’re responsible for the marketing of one, you’re probably inundated with new ways to reach prospects and clients. From social media to viral marketing, there are countless means of attracting attention; the trouble is, a lot of these are ‘flash in the pan’ ideas. They may work in the short-term, but falter when it comes to long-term effectiveness. That’s exactly why time-tested solutions such as email marketing are so reliable – especially when it comes to selling business to business.

The heart and soul of modern business

If there’s one thing that almost all modern businesses have in common, it’s email. For the vast majority of decision-makers, email is their touch-point with the rest of the business, as well as suppliers and clients.  That’s just one of the reasons why investing in a business email marketing list and harnessing the power of email marketing is such a great idea. It’s not only a great way to circulate ideas and generate brand awareness, it also enables new forms of interaction, such as meeting requests and webinar invites. These leads can be secured in the click of a button, and all thanks to a business email list.

The problem with social media

A lot of newer branding and marketing companies are pushing social media as the ‘next big thing’. That may be true for consumers, but what about businesses? How many CEOs or decision-makers have you seen browsing Facebook or Twitter during their working day? It’s not a common sight. And for that reason, social media marketing can never be as effective a promotional tool as something like email marketing. All you need to do is purchase an email list and you have in your hand the power to reach countless businesses in a way that really works. Social media marketing is a scattershot approach; with email marketing, your results are truly measurable.

Communicating on the same level

The key of business to business marketing success is being able to communicate on the same level as your prospect. Email is a language all modern businesses can understand. The onus is then on you and your creativity to use email in a unique way to catch attention and avoid trash folders. But regardless of how you go about that, using a business email list is certainly a far wiser investment than any of the ‘new media’ solutions. Don’t forget that B2B is a totally different arena than B2C; reaching business owners via social media is a fruitless endeavour. The key is to speak the same language to make the connection; and in the case of most modern businesses, that language is email. An email marketing list, then, is your dictionary.

As the old saying goes, if it ain’t broke, don’t fix it. Since the advent of email communication in a business context, it’s been at the core of all operations – and there’s a good reason for that. Email marketing gives you a direct line to your prospective customers… where you go from there is up to you.

Author: Brad Allen

Telemarketing: Still a Key Ingredient of the Marketing Mix

By: Brad Allen

In a world that’s so heavily focused on digital and online, it’s easy to understand why so many businesses plough a lot of their marketing resources into that area. Naturally, though, we will reach a point when these marketing channels reach saturation point – leaving some companies out in the cold. That’s why it’s so important for businesses to explore all marketing channels to their fullest extent. One such channel (and one which is often neglected) is telemarketing. Let’s explore the reasons that not only is telemarketing still alive and kicking, it could just be the most successful marketing tool you ever implement. 

Marketing leads are like gold dust, and many businesses spend the vast majority of their resources chasing them. Depending on your product or service, you may receive hundreds of these leads a month, or maybe just one or two. In either case, telemarketing can be a great way to hook these leads in and – more importantly – close them. One of the best things about telemarketing is how adaptive it is to your budget. There’s no need to employ a team of hundreds if you’re only after a few leads, you can hire just a few great salespeople. Contrast this with web advertising, whereby you simply publish ads and cross your fingers, and you can see that telemarketing is a much smarter and cost-effective solution.

One concern that some companies have when considering this form of marketing is how best to source targeted telemarketing lists. These business marketing lists are essentially tailored to your specific industry.  There’s no use trying to sell stair-lifts to people in bungalows, for example. With a telemarketing list on hand, you can be certain that you’re reaching the right people at the right time. After that, the onus is on your sales team to make the most of each of the leads. With the right team on the phones, telemarketing has proven time and time again to be one of the most effective forms of promotion. It’s great for consumers too: having a real person to talk to means they can ask any questions they need to right then and there. That’s a level of peace of mind that only in-person sales that come close to; online advertising still has a way to go before it can reach this kind of personal service.

Don’t waste your company’s precious resources on scattershot “cross your fingers” style advertising; instead invest in a telemarketing list and a professional team of salespeople. With both of these elements combined, you’ll find that your business gets a huge shot in the arm – not only in terms of sales leads, but also in brand awareness and cost-effectiveness. Telemarketing is an adaptive form of advertising, and one which can be refined as time goes on. Sales script not working? Try something new. Team member not making enough sales? Re-train or replace them. Unlike other forms of sales lead generation, telemarketing is truly flexible. There’s a reason it’s still used by many of the world’s biggest multi-national corporations.

So what are you waiting for? With an integrated phone-based sales system and a business marketing list to hand, your promotional efforts really will be a win-win.

Why a Sales Lead List is More Effective than Social Media Marketing

Much has been made of the power of social media marketing in recent times. However, is it really all it is cracked up to be? When you compare this form of marketing to the notion of using a sales lead list, it doesn’t look quite as powerful as it did before.
Social_Media_Marketing

 

 

 

 

 

 

 
How does marketing with a sales lead list differ from social media marketing?

Before we answer this question, let us focus on what a sales lead list is. Put simply, it is a list of names and email addresses of people who have expressed an interest in a particular topic, item, product or area. Your ideal list of names will be comprised of people who are interested in your business area. For example, your company may specialize in selling various forms of insurance. In this case you would want to create a list of people who are interested in the insurance policies you sell. They may have expressed an interest in getting a quote at some point in the past. They may not have gone ahead with it, but you know they may have a need to buy such a policy because of the previous contact they have shared with you.

Finding leads via social media sites

Let’s now compare this process with the idea of finding leads via social media marketing. In this situation you would have to focus on establishing a presence on a social media site (or more than one, if you wanted to gain the best results). This takes time to do, whereas building up a sales lead list can be done as part of developing and promoting your business website.

It is also much harder to engage with people on social media sites. Let us assume for a moment you build up a following on Facebook. You may have thousands of likes on the site, establishing you as a company worth following. It will undoubtedly take lots of effort to reach this stage. However if you want to promote your insurance products you will have to steer these people towards your website anyway. As you can see, the real power is in the sale lead list, because this stays with you and your business for as long as you hold it. You can also divide the list into separate areas, so people who expressed an interest in life insurance will receive information and advice on relevant topics. Similarly people who requested a quote for car insurance will receive emails with relevant information in them. Thus you have far more control over a sale lead list than you would have over social media marketing. It is also true to say many businesses can be assured of generating further sales every time they send an email to their sale lead list.
200px-At_char.svg

Better results from a sales lead list

Providing you maintain your list effectively, cleaning it regularly and ensuring it only contains names that represent good leads for your business, you can generate a higher income for your business than you would achieve from social media marketing. This is not to say social media marketing is worthless; rather it is to say it should be used in a different way. Think of it as one of the ways in which you can generate names to go on your sale lead list, rather than directly competing with it.

Many business owners have pointed to the power and value a list of this type holds. The more names you have on your list, the more potential there is to earn money from it. This holds true not just now, but for the future as well. The long term value of a single customer can be huge. Furthermore it costs more to get names of potential customers in the first place than it does to carry on corresponding with them once you have them. You have a far greater chance of converting a name on your list into a customer than you do of converting one of your social media followers into a customer. This fact alone should convince you of the power of creating and maintaining a sale lead list for now and the future.

Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.

Direct Marketing and Auto Sales

By Brad Allen

When it comes to auto sales leads, the most effective form of marketing is direct marketing. Car buyers can be highly motivated with a personalized approach, and direct marketing makes that personalized approach possible.

Attributes of Direct Marketing

Direct marketing holds certain attributes that distinguish it from other forms of advertising campaigns. The characteristics of direct marketing that make it the most effective in case of auto sales are; straightforward communication with the buyers, extremely interactive experience, and personalized marketing messages.

Direct communication to the buyers makes them feel prioritized and special, and this increases their desire to make the purchase. The direct communication can convince the buyers of the sincerity of the company, and it increases the buyers’ loyalty, as well.

Interactive experience engages the buyers in the overall marketing process. In case of auto sales, buyers are able to explore all the features of the vehicle before making the purchase. Buyers can do so either by talking to the representative of the company, by visiting the car showroom, or by visiting the interactive website of the company. In this way, the buyer is personally involved, and it strengthens the bond between the buyer and the company, making customers more inclined towards purchases.

Personalized marketing messages grab the attention of the buyers in a very short span of time. In case of other means of marketing, buyers may not attend to the marketing messages because they are of a general nature. However, with personalized messages, buyers will instinctively attend to the message and they will be personally involved in them.
The nature of this type of advertising campaigns allows for great diversity of channels to reach out to buyers; customers can be reached directly through cell phone, email, text messaging, or sales letters customized for each buyer, allowing companies to provide personalized marketing experience to each of their valued, existing customers or potential buyers.

Objectives of Direct Marketing

The main objective of direct marketing is the same as any other method of marketing i.e. to create awareness among the customers regarding a product and to create a desire to make a purchase. However, the additional objectives of direct marketing are to drive the customers towards a specific action and to acquire measurable responses from customers.

In other means of marketing, the responses of customers cannot be tracked; however, in case of direct marketing, customer responses are readily available. In case of auto sales, this marketing approach makes it easier for the company to determine the acceptability of the vehicles among the targeted customers.

Prerequisites for Direct Marketing

There is no doubt in the fact that direct marketing is highly effective in case of auto sales, but it must also be noted that direct marketing requires a significant amount of information. Since direct marketing is customer focused, the company needs various aspects of customer information in order to conduct direct marketing effectively. The major information includes; auto buyers lists, email addresses, phone number, postal addresses, and fax numbers.

The above mentioned information requires a widespread research which can be both costly and time consuming. However, acquiring auto buyer lists with the essential customer information can give the companies a highly effective edge in direct marketing. Such lists will eliminate the requirement for companies to conduct independent research to collect buyer information and to short list the potential buyers. Auto buyer lists also make it rather cost and time efficient to segment their markets; the lists are stratified in accordance with the preferences of the buyers thus making it simpler for companies to direct their marketing messages towards customer who represent higher potential. Thus, companies can directly contact the buyers that are deemed feasible for a particular vehicle. Buyers can also be encouraged to make a purchase, by learning about the best car finance rates available in the market. Buyers can also be motivated to make a purchase by making them aware about the options that allow them to get cars loans with a bad credit history.

Thus, direct marketing helps the companies engage buyers in the marketing process and increase their auto sales. It also helps the companies encourage buyers to take a suitable action to make the purchase. Therefore, it can be concluded that direct marketing is highly effective in case of auto sales.

Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.

The Effectiveness of Direct Mail for Holiday Marketing

A quarter of all personal spending takes place during the holiday season, which makes it a crucial time for most businesses. The average household in the United States spends $1,700 on Christmas and research suggests that November and December are the months where people are most generous with their money. This generosity often extends to small businesses, which makes the holiday season the ideal time for increased marketing in the local area and beyond.

Additionally, because Christmas is a time when people are primarily buying for other people, they are also, as a result, more likely to broaden their horizons in terms of the businesses they deal with. During the month of December, people are more likely to take part in a business transaction with a company they have never dealt with before than they are at any other time of the year. This willingness for people to spend money and expand their horizons makes it a great time for businesses to chase new sales leads. One particularly effective way to increase awareness of your business and attract new customers is through direct mail.

Benefits of Direct Mail Marketing

Despite the popularity of telemarketing and the more recent rise of email marketing, direct mail remains one of the most popular and effective marketing strategies available; especially for new businesses, those with a small customer base or those looking to expand beyond their existing customer base.

Setting up a mailing list is easy and direct mail is viewed by many as being less intimidating than telemarketing. Furthermore, postal mail has a statistically higher chance of being read than email marketing, which can often end up in junk mail folders or simply being ignored by people who are skeptical of phishing scams or viruses. Recent research by FastMAP found that nine out of ten people open direct mail and similar research conducted by Billets Media Monitoring put the figure at 91%.

Diret mail can be sent to target specific demographics, based on criteria like their annual income, location, occupation, age or marital status. It also provides easy to measure results, as a business can note how many solicitations it has sent out, measure the number of respondents and conclusively measure the response rate.

Research in the United Kingdom in 2011 found that 48% of people, almost half, responded to some form of direct mail marketing that they received through the post, which shows the huge potential that direct mail still has for businesses in the 21st century.

Capitalizing on the Christmas Rush

Consumer trends and spending during the holiday season are drastically different from the remainder of the year, so it makes sense for marketing campaigns to be different at this time of the year as well. As a business, it is important to tap into the Christmas market and one way to do this is by incorporating Christmas into your direct mail marketing campaign.

One way to achieve this is by offering special deals or reduced prices at Christmas and advertising them on the mail you send out. This can help to attract custom during the holiday season and these customers may then return in the months ahead. Another effective way to tap into the holiday spirit is by using Christmas themes on the design of your mail campaigns. It is important to remember that, during this time of year, people are often desperately seeking gift ideas and capitalizing on this can be immensely beneficial. Using Christmas-based designs can jog people’s memory or gain their attention quickly.

ProMarketing Leads can help to design and create the perfect consumer mailing list for your business and help to make it more effective by generating a targeted direct mailing list. In doing so, we can help to ensure that your marketing reaches the people who are most likely to have an interest in what you are offering.

Start Your Direct Mail Campaign Now

Whatever the nature of your business, it is likely that direct mail marketing can prove beneficial to your sales or public profile during the holiday season. The month of December, in particular, is a time when consumer spending is disproportionately high and people are more open minded when it comes to where they spend their money and what they spend their money on.

Statistically, direct mail marketing still produces great results, despite the expansion of internet marketing and telesales. The vast majority of people will open direct mail and almost half of people admit to having responded to marketing they have received through the post. With the help of ProMarketing Leads, you can help to make sure that your business reaps the rewards on offer during the season of good will.

Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.

Developing Business Using Sales Leads

There are quite a few different things that need to be considered when you are purchasing sales leads. When everything comes together properly, you can use those leads in order to generate business for your company and to drive it in any type of economic environment. Perhaps one of the most important things that need to be considered is the quality of the company where you are purchasing the leads. This can help you to clearly see if the leads themselves are going to be quality before you begin testing a list directly.

You also should choose a company that not only offers you a telemarketing list or other physical list, but they also offer you to the ability to contact the potential customers through electronic means. Email marketing lists still provide you with some of the most effective ways of contacting your customers directly. It should be noted, you are going to see differences, in many cases, between the responses you get from e-mailing a list and from sending out some type of physical and direct mail. It does help to diversify, and you may want to consider testing many different ways of contacting potential customers to see which one works best for you.

One final thing that you should consider is that the leads that you purchase should be fresh. This will help you to know for a fact that you are contacting individuals who not only had an interest in what you have to offer, but they have a current interest in what you’re offering.

Author: Brad Allen

Generating the Right Leads for Your Business

If you operate a business, one of the most important things that you need to consider are the leads that you’re using in order to drive your business. This is true in any type of business sector, regardless of whether it is general direct marketing or if you are marketing to something more specific, such as nurses or others inside of the healthcare field. Here are some examples of how you can use leads to your benefit.

For the purpose of illustrating the first of those benefits, let’s use nurses as an example. If you have something that is going to be specific to nurses, such as a product or perhaps some type of educational item, it is important to make sure that you are targeting them directly. For example, if you’re going to be contacting them through email, you would want to have a nurse email list that is completely scrubbed for that purpose. It would do you little good to target nurses directly if you have an email list that was not targeted in that way. Although you may get a mild crossover from one sector to another within the healthcare industry, those results will usually not be what you need them to be.

You also need to consider how the list is going to be gathered. For example, an email list can be gathered in a number of different ways but typically, it is going to be in exchange for some type of free offer. People are very covetous of their email address and they don’t typically give them out without good reason to do so. It is important for you to not only understand that the list is targeted but also where it was generated. This is true whether you’re going to be contacting the individuals online or if you’re purchasing a business mailing lists so that you can do a direct mail offer to those individuals.

Are you somebody that does cold calls regularly? You may find that it is beneficial for you to purchase a telemarketing list so that you have more of a prospect that is going to be on the other end of the phone. Although those calls are generally going to fall into the category of cold calls, when you know that they are interested in what you have to offer, you can feel much more confident in your ability to sell to them successfully.

One other thing that I would like to mention is that if you’re planning on buying any type of lead or list, it’s important for you to know how many other businesses have access to that list. If you want to buy something exclusive, that is going to end up costing you additional money but the benefits of doing so can certainly be in your favor. If you do plan on purchasing a shared list of contacts, be sure that it is not shared to the point where they are going to be annoyed at you getting in contact with them.

Author: Brad Allen

By Brad Allen

ProMarketing Leads Adds 60 Million Mobile Number Database to its Service Offerings

ProMarketing Leads, a global supplier of sales and marketing leads, has just announced that the company recently obtained access to file of over 60 million mobile numbers with an SMS opt-in. ProMarketing Leads now sells their increasingly popular lead lists with the SMS mobile number so businesses can send text messages for promotions and coupons.

Brad Allen, President of ProMarketing Leads reports, “This is not just direct marketing this is hyper-direct marketing. We offer our clients the unique ability to target prospects using virtually all B2C direct marketing channels in a fully integrated way. We offer the postal addresses, email addresses, phone numbers and SMS mobile numbers for millions of opted-in consumers customizable based on your organizations needs.”

In addition, ProMarketing Leads Quality Assurance Team’s intensive verification process has been implemented to make sure that all sales leads are item-specific. All business mail lists, whether direct mail lists or email marketing lists are checked and confirmed to screen-out inappropriate or unqualified leads, through a stringent qualification process.

With nationwide reach of more than 60 million consumers and 10 times higher click-through rates than online advertising, text message marketing has become a critical component of marketing campaigns, and communicating with your audience via SMS text messaging is the surest way to reach them according to many direct marketing experts.

About ProMarketing Leads:
ProMarketing Leads LLC is a leading broker and online marketplace for sales lead lists. The user-friendly website connects buyers using only the very best targeted marketing lists from a dependable source making them the most reliable avenue to increase the efficiency of an organizations direct marketing campaign’s return on investment. With literally thousands and thousands of mailing lists available in the United States and Worldwide and combined with their comprehensive professional services and unprecedented reliability, ProMarketing Leads’ value-added service empowers direct marketing success! To learn more about ProMarketing Leads SMS lists, text message lists please visit: http://www.promarketingleads.net/text-message/marketing/

ProMarketing Leads LLC provides clients with much more than just Sales Leads. Their lists and data are constantly updated to ensure a wide selection of prospects which can be targeted using multiple integrated direct marketing methods.

As millions of marketing dollars are spent on a monthly basis worldwide, ProMarketing Leads LLC helps organizations market to pre-qualified, opted-In professionals; and because of this daily interaction, it is integral that lists are kept fresh and current.

Author: Brad Allen

Developing Business Using Sales Leads

There are quite a few different things that need to be considered when you are purchasing sales leads. When everything comes together properly, you can use those leads in order to generate business for your company and to drive it in any type of economic environment. Perhaps one of the most important things that need to be considered is the quality of the company where you are purchasing the leads. This can help you to clearly see if the leads themselves are going to be quality before you begin testing a list directly.

You also should choose a company that not only offers you a telemarketing list or other physical list, but they also offer you to the ability to contact the potential customers through electronic means. Email marketing listsSales Leads still provide you with some of the most effective ways of contacting your customers directly. It should be noted, you are going to see differences, in many cases, between the responses you get from e-mailing a list and from sending out some type of physical and direct mail. It does help to diversify, and you may want to consider testing many different ways of contacting potential customers to see which one works best for you.

One final thing that you should consider is that the leads that you purchase should be fresh. This will help you to know for a fact that you are contacting individuals who not only had an interest in what you have to offer, but they have a current interest in what you’re offering.

Author: Brad Allen