Today’s B2B marketing directors have a long list of marketing options from which to choose: automated email marketing, direct mail lead generation, telemarketing, customer profiling, database enhancement, content creation, Web site re-designs, social media initiatives, trade shows, user conferences — the very scope boggles the mind.
The opportunities are great. The risk of failure even greater. By taking on too much at once, there is the risk of overload that leads to poorly executed programs and poor performance.
No matter which options B2B marketers choose to pursue, however, there are two elements that must be in place to ensure that every program is built on the essential foundation. One is the first step, the other is the last, and both are critical to B2B marketing success.
1. START: Establish the right target market.
Reaching the right buyers and influencers is the most important element in any B2B outbound marketing. Great creative and great B2B content fall flat if offered to the wrong titles in the wrong companies. Identifying the most productive customer and target market is a vital step in any B2B marketing strategy. Here is the best way to do that:
a. Talk with everyone having direct contact with customers and come to an understanding and agreement of the titles who make the decisions, those who influence the decisions, and those who are affected by the decisions.
b. Hire a company such as Acxiom, AccuData, Experian, or one of many other companies who can take your current customer list and build a profile of your best buyers by dollars spent, frequency of purchase and lifetime value.
Once the above steps are completed, choose the B2B marketing list and online and offline media that reach the identified profile and targets.
2. END: Build a reliable tracking and measurement process.
As stated above, the programs and the media channels B2B marketers can use are many. Once the programs are launched, however, if the B2B marketer is not able to measure the contribution that each makes to lead generation and sales, there is no way to determine which programs to repeat and pursue and which to dump. B2B marketers can only improve what they can measure.
When implementing multiple programs there will be crossover exposure, so tracking and measurement is not perfect. But whatever process is put in place, it should produce enough business intelligence to show B2B marketers how to optimize the performance of future efforts. Tracking devices can include:
* Dedicated URLs
* Dedicated phone numbers or extension numbers
* Dedicated email addresses
* Key codes on mail reply cards or surveys
* Data match-backs of generated leads or sales bumped against the original email and mailing lists
Not only should these tracking methods be put in place, but there must be an internal system for gathering the resulting data and turning it into useful reports. The process built must track AND measure.
This quick, readable NextMark blog — 16 Tips to Direct Mail Marketing Success by David James of Bethesda List Center — includes these two recommendations and all the right steps that go between. But whatever combination of strategies is chosen, to succeed B2B marketers should always make sure they make the right start and the right end.