The 5 Levers of Direct Marketing
Direct Response Coach
MARCH 8, 2016
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.
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
OCTOBER 4, 2015
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. Although it may seem like plenty of intelligence, it is still not moving the needle in the right direction.
Direct Marketing: 6 steps to drive more through sales pipeline
B2B Lead Generation Blog
APRIL 8, 2013
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. A report-writing software generates $12,000 in weekly revenues from a direct mail investment of $1,930.
4 Elements that drive B2B direct marketing results
FEBRUARY 9, 2016
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. Good luck, as it’s not easy to obtain results in this over communicated and cluttered market place.
Direct Marketing Doesn’t Have to Suck
OCTOBER 5, 2011
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.
How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
FEBRUARY 5, 2017
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. Illustration by Hea Poh Lin.
Rethinking Buyer Personas In An Era Of Digital Transformation
JANUARY 22, 2017
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. Approaches rooted in old principles of product marketing and purchasing for buyer personas are outdated.
B2B: Where Social Media Meets Direct Marketing
SEPTEMBER 24, 2012
Business marketers have embraced social media with enthusiasm. One of the reasons social media is working so well in B2B, in my opinion, is that business marketers tend to wear their direct marketing hats when they strategize and plan how to apply social media to their marketing objectives.
Does Creative Still Matter in B2B Marketing?
MAY 11, 2015
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.
Is B2B Content Engagement Heading In The Wrong Direction?
FEBRUARY 28, 2016
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%.
Staffing Webinar: Direct Marketing – Turning Cold Calls into Warm Leads
OCTOBER 20, 2015
Make better calls by integrating direct marketing into your sales process. Make better calls by integrating direct marketing into your sales process. Using an integrated direct marketing approach, we’ve had clients improve the call to appointment ratio by 100%!
How Understanding The Goals And Intent Of Buyers Can Transform Marketing
JULY 17, 2016
But was it something that was going to really transform our marketing? I believe this perspective from a Senior Director, Marketing from a SaaS and Cloud-based provider I interviewed a few months ago edifies this point: “It was an interesting process. Transform Marketing.
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. by Aha-Soft.
State Of Buyer Personas 2016 Survey
DECEMBER 8, 2015
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.
New Approaches To Understand Customers Needed In A Digital Transformation World
JANUARY 29, 2017
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. One that leads to organic growth in existing and new markets.
Digital Marketing Is Still Direct Marketing
MAY 17, 2011
If you're a marketing executive, and you're not a member of the Marketing Executives Networking Group (MENG) , what are you waiting for? If you could use that kind of advice, too, check out my slides from last night for " Digital Marketing Is Direct Marketing.".
The Emerging Importance Of B2B Ethnography To Buyer Personas
OCTOBER 26, 2015
Yet, not very helpful for addressing the three concerns mentioned earlier nor to true goal-directed behavioral research related to buyer personas. The use of ethnographic research can be especially valuable for companies engaged in complex B2B marketing and long sales cycles.
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
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.
47 Superb Social Media Marketing Stats and Facts
JANUARY 19, 2016
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. Top executives: social media marketing is for thee, but not for me.
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals
NOVEMBER 8, 2015
Not having insights into these types of goals will mean any experience or journey mapping will lack direction and a compass. This can especially help marketing and sales to be in alignment on interactions with new buyers and repeat customers.
5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
JUNE 26, 2016
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. by Gregor Črešnar.
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
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.
The Problem with Most Taglines
Direct Response Coach
APRIL 25, 2016
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 Marketing
Knowing your direct mail break even point
Direct Response Coach
NOVEMBER 23, 2015
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.
Is a direct mail postcard enough?
Direct Response Coach
JANUARY 26, 2016
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.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
Incorporating the use of qualitative customer research that makes use of such techniques as goal-directed behavioral research, ethnographic research , and contextual inquiry. They should be focused on unique scenarios and most importantly, goal-directed behaviors. by Yarden Gilboa.
Informed Customer Understanding Should Guide Marketing
JANUARY 24, 2016
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.
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas
NOVEMBER 1, 2015
A 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.” Making it difficult to move beyond market and role-based segmentation. by Matt Brooks.
Is branding more important than direct marketing?
JANUARY 2, 2011
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.
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals
JANUARY 3, 2016
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.
Buyer Decisions Are Not What You Think
DECEMBER 13, 2015
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. What marketing and sales leaders must guard against is taking a very literal approach to this type of understanding.
Study Confirms Importance Of Qualitative Research To Success With Buyer Personas
DECEMBER 20, 2015
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. This is telling in the sense that buyer personas are still being “siloed” in marketing.
Beyond Buyer Profiling To Buyer Personification
OCTOBER 18, 2015
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. by Evan Shuster.
Use Buyer Persona Research To Improve B2B Customer Experience
JUNE 5, 2016
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.
The state of B2B marketing in Asia—moving toward digital
OCTOBER 27, 2016
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.
Pursuit Of Goals Drive Buyer’s Journey
SEPTEMBER 28, 2016
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. As of late in the transforming world of marketing, the nomenclature of the buyer’s journey has come into vogue.
The 10 most fascinating people in B2B marketing in 2016
FEBRUARY 2, 2017
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.