By Jared Bodnar
October 6th, 2009
Most B2B marketers are used to writing benefit-oriented bulleted copy for direct mail postcards, or solutions-oriented text for case studies. However, I find that many marketers are not experienced at writing telemarketing call guides (AKA scripts, though I don’t like that word). So, here’s a little outline to help you develop successful, action-oriented call guides for your outbound B2B telemarketing efforts.
- Introduction/Credibility Building. It’s critical to introduce yourself and build credibility right off the bat.
- Problem Identification. No matter why you’re calling, it is critical to discover a problem that you can help solve. Do some probing on your prospect’s pain points (now say that tongue-twister three times fast!).
- Present Solution. Explain to your prospect that you have a solution for their biggest challenges. You know, the ones that keep them up at night.
- Offer. This vital step is often overlooked. You must have a compelling offer for your prospect. A ‘free infrastructure analysis’ or ‘complimentary ROI assessment’ should do.
- Close: Typically, you’re trying to set an appointment or asking your prospect to take some sort of action, right? Now is the time.
That’s the top-line stuff, but be sure to include some objection responses, a way to verify contact information and gather opt-in e-mail address. Did I leave anything out? Do you have any horror stories about bad call guides?
By Amanda Smith
October 2nd, 2009
Today the International Olympic Committee (IOC) chooses the city that will host the 2016 Summer Olympics. Chicago, Madrid, Rio de Janeiro and Tokyo are all vying for the games. What does this have to do with B2B you ask? Let’s see…planning ahead, investing substantially in your brand and making a 45-minute presentation that will globally impact millions…ah, now it sounds familiar. (Okay, maybe the worldwide remark was a little much.) Ultimately, it’s all about marketing and sales working together to seal the deal.
The direct marketing programs Canyon helps our clients develop and implement are designed to support and drive sales efforts, so they can uncover the golden ticket. However, no matter how compelling the offer and how on-target the messaging is, it’s all about the quality of your distribution list.
Whether you’re building and maintaining your own database, or outsourcing your lead generation and nurturing, it’s important to ensure your records are organized, up-to-date and accurate. Otherwise you’re wasting valuable marketing dollars on dead-end data.
Unearth leads that are as good as gold, by allocating the proper resources to build or enhance your database.
Had any luck discovering a gold-nugget opportunity within your database? What host city do you think the IOC will select?
By Jared Bodnar
September 25th, 2009
We’ve all seen it. Trade publications are getting thinner and thinner; media outlets are shutting down every day; readership is down; there’s even a Twitter feed dedicated to documenting media layoffs and closures. So, how are B2B marketers supposed to reach their target audiences effectively?
- Leverage the media’s online presence. Since more and more business professionals are going to the web, blogs and online news sites for information, it is a good idea to shift ad dollars and PR efforts toward the online versions of trade publications.
- Can you say value-add? Advertisers are in a great position to negotiate value-added extras that include e-mail distributions, banner ads, special insert sections and, best of all, magazine subscriber lists.
- Do it yourself. B2B companies that offer multiple products and services can position themselves as thought leaders and subject matter experts by publishing their own media in the form of print and e-newsletters, online resource libraries, blogs and more. This is a great way to reach your customers directly and build an ongoing, one-to-one relationship.
Have you cut your advertising budget, or shifted your funds elsewhere? What do you think of the trade publications getting thinner and thinner? What strategies have you used to maximize your B2B marketing budget?
By Amanda Smith
August 21st, 2009
With all the e-mail, gmail and hotmail flooding our inboxes these days, I find it refreshing and somewhat exciting to get snail mail. For the record, I’m not suggesting pre-approved credit card offers thrill me. I’m talking about the relevant stuff you enjoy getting like cards, special promos, magazines, etc.
Recently, I received a birthday card in the mail, not from my parents or a friend, but from Southwest Airlines! They remember me every year and the card acts as a friendly reminder of why I choose the airline when traveling for work or pleasure.
Even though it was a generic card, this sort of personal touch with your customers is important, especially in the B2B world. Whether it’s via mail, phone or e-mail, staying in touch with both clients and prospects alike will let them know you are there and you care. Nurturing relationships ultimately helps to earn new and repeat business. Remember at the end of the day, we’re all people working with people to make our businesses profitable.
What are you doing to make your customers feel special? Want to send me some snail mail?
By Renata Miles
August 19th, 2009
In today’s marketplace, direct mail campaigns need to be innovative from both a strategic and creative standpoint to leave an impression. Your potential customer comes across so many different promotions every day, so it’s crucial to create something that he or she will want to hold on to—not something that will end up in the wastebasket.
Designers frequently turn to alternative materials, three-dimensional packaging, add-ons, or just about anything that will help them engage the target audience. The most effective promotions make you part of the experience.
Let’s look at Bosch’s “Lawnmower” mailer.
The aim of this campaign was to get selected dealers and distributors excited about the launch of the new, battery-operated lawnmower. The idea was to use a unique direct mailer, a calendar, where every page is cut to simulate a wild lawn. The user becomes part of the action by tearing off a page every day, thus emphasizing the long battery life of the company’s lawnmower.
What’s the most engaging direct mail promotion you’ve received? Did you keep it?
