1. B2B Marketing Class Five Direct Marketing Kent Lewis kent@anvil-media.com http://www.anvil-media.comhttp://www.anvil-media.com/b2b

2. Agenda Class Project Due Guest Speakers Direct Marketing Print Hybrid Online CRM News

3. Guest Speakers Kimberly Wuepper Six Degrees Consulting kdwuepper@yahoo.com Leif Youngberg CoolerEmail Leif@icebase.com

4. Direct Response Marketing Place/Distribution: Direct marketing Catalog – multiple SKUs Direct response – print, hybrid, online Telemarketing – old standby Internet – the new 800 number Key success factors: List Creative Offer Call to action Testing

5. Direct Response In-house database marketing Collect email addresses Get permission for updates Send regular updates; email newsletter List rental Traditional print is well established Be careful of email list integrity Spend.20 to.40 a name for opt-in emails Usually requires third party bonded house

6. Print Direct Response Typical print response rate:.5% to 3% Typical conversion rate: 1% 10,000 mailers = 100 responses = 1 sale Costly production and distribution costs Typical costs: $2.50 to $5.00 Follow-up mailers lift by half original rate Little cost savings by volume Vendors: Eisenberg & Associates Rosen Brown Direct

7. Hybrid Direct Response Increase response by combining methods: Print, telemarketing Print, Internet Expect 1% to 6% response rate Integrate with CRM system for optimal value Requires unique URL or tracking code Personalization realistic option Vendors: Babcock & Jenkins Hacker Group

8. Electronic Direct Response Increase response to 5% to 8% Reduce costs and timeframe by 80% $100 per customer via banners $50 per customer via print DM $20 per customer via email Instant fulfillment opportunities Requires opt-in or double opt-in permission Always leave an opt-out option Viral component optional HTML = sent, opened/read, clicks

9. Current focus on return on investment (ROI) Marketing is moving to direct response model Email marketing offers many benefits: Rapid development and easy modification Affordable production and testing Thorough tracking and real-time reporting Easy maintenance and automation Email marketing will be $1.7B industry in 02 Electronic Direct Response

10. Automate processes and reporting Integrates nicely with CRM systems Track behavior as well as preferences Vendors: @once Digital Impact DoubleClick (FloNetwork) MessageMedia NewWorldIQ Responsys

11. Strategic planning List development Copy & creative Tracking & reporting Campaign Components

12. Map objectives to audience Determine optimal strategy Special promotions Event registrations Downloads Trial registrations Email newsletter Web-survey Landing pages Integration Strategic Planning

13. List type Spam Opt-out Opt-in Double opt-in House lists Customers Prospects Other constituents Co-op E-pend Rentals List Management

14. Email components Subject Sender Introduction HTML vs. text Hyperlinks Offer Call to action Landing page Testing is critical Copy and Creative

15. Sent Bounces Unsubscribes Profile updates Open/Reads/Views Clicks Send-to-a-friend On-site tracking Conversion Tracking and Reporting

16. Sample: InFocus

17. Sample: Anvil

18. Objective : Generate qualified leads to fill sales channel Decrease cost per lead and sales cycle Challenge: Technology decision makers at target schools difficult to reach Strategy: Create introduction email based on testing matrix Increase number of trial subscriptions Build qualified list for email newsletter Results: 8.5% click-through rate 9.7% opt-in rate response rate Case Study: Learning.com

19. Customer Relationship Management Where sales meets customer service More affordable to grow than acquire Moving customers up the pyramid Technology has revolutionized CRM What is 1:1 communication? An opportunity to listen Exploring new ways to communicate Segmentation offers improved relevance Extranets and email are primary vehicles

20. Customer Relationship Management Manage relationship from suspect to mature customer Many CRM systems offer DM capabilities Features include auto-responder emails, profiling and filtering Vendors: Clientele FrontRange (GoldMine) Onyx Pivotal Salesforce.com

21. Resources www.1to1.com www.accutips.com www.adweek.com www.brandweek.com www.cooleremail.com www.crmguru.com www.dmnews.com www.spamlaws.com www.permission.com

22. B2B Marketing Presentations next week Bring in news, questions and comments See you next week Kent Lewis kent@anvil-media.com http://www.anvil-media.comhttp://www.anvil-media.com/b2b