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The 5 Levers of Direct Marketing

Direct Response Coach

Direct marketing is a results-oriented business. This ongoing adjustment and testing is what makes direct marketing so powerful. The post The 5 Levers of Direct Marketing appeared first on McCarthy and King Marketing. Direct Mail Direct Marketing General Lead GenerationYou can measure campaign performance [.].

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond. Plenty has changed in terms of marketing media in the last fifteen years. The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions. coaching by Gilbert Bages.

Direct Marketing: 6 steps to drive more through sales pipeline

B2B Lead Generation Blog

Tweet We’ve all heard about how the digital age has been brutal for print media , and I fully expected direct mail to be taking a hit as well. report-writing software generates $12,000 in weekly revenues from a direct mail investment of $1,930. These direct-response campaigns did not achieve success with old-school batch-and-blast direct mail approaches, however.

4 Elements that drive B2B direct marketing results


They range from marketing managers to sales managers, and even presidents of smaller firms. If you’re an experienced B2B direct marketer, this is probably not for you. In addition to this customer profile (which is a look in the rear view mirror), other market segments should be identified, especially if a new product or service is being marketed. Like this post?

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

Depending on which statistics you read, the common thread in the past few years has been that content marketing effectiveness has been declining.  To me, that is what content marketing can become for some organizations.   A grand illusion bought into and often promoted as an unquestioned element of marketing. Illustration by Hea Poh Lin. Produce high-quality content, yes. 

Direct Marketing Doesn’t Have to Suck

Paul Gillin

In the weeks leading up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. And then I thought about what that says about the state of direct marketing today. Is it any surprise that forecasters expect direct-mail marketing to decline nearly 40% over the next two years? Dump the Junk.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

In the past five years, we have seen exponential disruption each year in multiple markets.  Digital technologies and resulting transformation turning markets literally inside out.  Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. More specifically, digitally networked market ecosystems. 

Does Creative Still Matter in B2B Marketing?

The Point

At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. Sure, data rules the roost. List. 2.

B2B: Where Social Media Meets Direct Marketing


Business marketers have embraced social media with enthusiasm.  To back up and support my argument, let me offer a working definition for direct marketing: Direct marketing describes communications that are structured to motivate a response.  Direct marketing communications are characterized by: Being delivered to a carefully targeted audience.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Relying on a status quo of traditional means such as focus groups, win/loss oriented interviews, surveys, and buyer interviews that are grounded in conventional yet outdated sales and product marketing concepts. Especially as related to the veiled covering of old sales and product marketing methods and presenting as an expert method.  Illustration by Nikita Kozin. Enjoy.).

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. To buyers, a marketer’s view of a stage-by-stage journey amounts to “selling” to them. 

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

But was it something that was going to really transform our marketing?  I don’t think so.”. This is a common refrain I hear from those who have not tackled buyer persona research with the all-important focus on goal-directed behaviors. Doing so provides the deeper level of understanding required to create resonance with customers in all aspects of marketing and sales.

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Staffing Webinar: Direct Marketing – Turning Cold Calls into Warm Leads

Haley Marketing

Make better calls by integrating direct marketing into your sales process. Make better calls by integrating direct marketing into your sales process. When used strategically, direct marketing will capture attention, give people a reason to want to meet with you, and make your sales calls more effective. Don’t make more cold calls. Time: 2 PM EDT.

State Of Buyer Personas 2016 Survey

Tony Zambito

This is where I need your help.  I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. Yet, I am concerned that the true goal-directed and qualitative research essentials of buyer personas are being missed by CMOs, CSOs, and their teams.  by Johan H. W. Basberg.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. While, 47% of the least effective content marketers did not.  

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Yet, not very helpful for addressing the three concerns mentioned earlier nor to true goal-directed behavioral research related to buyer personas. The originating principle behind personas is one of understanding goal-directed behaviors and designing effective human-centered interactions. CEOs and their organizations are finding it hard to keep pace with new digital technologies.

Digital Marketing Is Still Direct Marketing


If you're a marketing executive, and you're not a member of the Marketing Executives Networking Group (MENG) , what are you waiting for? Last night's presentation was about how marketers can use traditional direct marketing principles to track their success in digital marketing, especially social media. Image via Wikipedia.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company.  The value of customer segmentation is it can tell you where to point your marketing and messaging.  And, it can help gauge the size of a market opportunity. Confusion by Adam Gale. Customer Segmentation.

47 Superb Social Media Marketing Stats and Facts


Most businesses now use social media for marketing and those efforts are expected to continue to increase, yet many marketers and top executives alike find the business value difficult to quantify. Here are four key takeaways (among the many possible) from the compilation of social media marketing facts and statistics below: Social is important today, but even more so tomorrow.

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  Cultivating and connecting with an audience in the digital economy has become a must-do ingredient to successful B2B Marketing.  by Gregor Črešnar. Focus on Customer Scenarios.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Not having insights into these types of goals will mean any experience or journey mapping will lack direction and a compass. Buyer Persona-driven : goal-directed buyer personas contribute to ensuring experience and journey maps are relevant and specific to a group of buyers and that they align well with the relevant goals of a specific buyer group. Aligning With Goals.

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4 Myths Preventing True B2B Customer Understanding

Tony Zambito

According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Myths Hurting B2B Marketing And Sales. Myth 4:  Buyers receive and clearly understand existing marketing and sales messaging. Enjoy.).

The Problem with Most Taglines

Direct Response Coach

The post The Problem with Most Taglines appeared first on McCarthy and King Marketing. Collateral Copywriting Direct Mail Direct Marketing General Online Advertising Print Advertising TV Advertising Web MarketingToday, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment.

The 10 most fascinating people in B2B marketing in 2016


Here’s my fresh list of ten innovative thinkers and doers in the world—and I mean the wide world—of B2B marketing which, for most companies, involves a global scope. Gary Skidmore founded one of the more effective B2B call center operations in the pre-modern B2B marketing days. Ann Handley is a content marketing pioneer, with scads of books, accolades, and fans to her credit.

Is a direct mail postcard enough?

Direct Response Coach

The direct mail postcard is hot right now. Ask anyone who is considering direct mail, and their first thought is almost always to use a postcard. The post Is a direct mail postcard enough? appeared first on McCarthy and King Marketing. Copywriting Direct Mail Direct Marketing General Lead GenerationLarge, small or in between, [.].

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Knowing your direct mail break even point

Direct Response Coach

It goes without saying that before you begin to use direct mail, you need to know your numbers – specifically, the direct mail break even point. The post Knowing your direct mail break even point appeared first on McCarthy and King Marketing. Direct Mail Direct Marketing General Lead Generation

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Informed Customer Understanding Should Guide Marketing

Tony Zambito

At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing.  One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  For example, one shiny object has been content marketing.  What Should Guide Marketing?

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Incorporating the use of qualitative customer research that makes use of such techniques as goal-directed behavioral research, ethnographic research , and contextual inquiry.  At the same time, incorporating the use of analytics wisely to help stay abreast of customer behavioral trends. They should be focused on unique scenarios and most importantly, goal-directed behaviors.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. by Matt Brooks.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

72% of the respondent stated they were using buyer personas for content marketing and messaging while 45% stated they were using for assessing market challenges and problems, as well as, address overall marketing strategy – an increase from 28% the previous year. New Directions. by Scott Lewis. Incorporating Survey Data. Important Correlations Uncovered.

Is branding more important than direct marketing?


Marketers often come from two distinct backgrounds. Brand marketers are the ones whose work you see on TV. Direct marketers are decidedly less sexy, traditionally focusing on catalogs or direct mail letters, constantly searching for the next idea that increases response. All of which leads to the question, "Is branding more important than direct marketing?".

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions.  Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes.  Of late, the term “buyer’s journey” has come into vogue.  by Gregor Črešnar.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

These facts from the 137 respondents, from a variety of roles primarily in marketing, shows a strong correlation between the use of qualitative research and the effectiveness of buyer personas. While drivers and motivators are not at the in-depth level of goals and goal-directed behaviors, it is a big step in the right direction. Step In The Right Direction.

The state of B2B marketing in Asia—moving toward digital


While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people.  A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

goes towards the 20% of decisions based on offerings and price.  In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. Applying models, diagrams, processes, mapping, journeys, and the like to, as one Vice President of Marketing put it to me, “make customer experience happen” in their organization. by Creative Stall.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. At the same time, we also saw the prominence of product management and product marketing rise in 1980’s and 1990’s.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

For example, the Starbuck’s app definitely influences my choice, besides the great coffee, on where I go to get coffee.  In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. The implications to marketing and sales are profound.  Customer Journey by Rafael Garcia Motta.