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We offer B2B Marketing , industry leading Marketing Strategies solutions, Business Mailing List information, and Marketing Strategies tips. See Business to Business Direct Marketing.
Generating and Qualifying Leads with the Internet Using the Internet Enhances Direct Mail Response. First, here is a direct mail lead generation program utilizing onl traditional media: Joan Marketer at AnyNet, Inc. is about to mail a high-quality first class mailing to 20,001 Networking Managers in medium to large-size companies. Her goa is to generate qualified leads for an Internet networking produc solution, "TraffiKop," with an average sale price of $15,000.
Incorporate a special URL into the mailing piece. Joan adds a Web response path to her mailing piece; she includes a special URL along with the phone and fax numbers, and the tear-off business reply card.
Collect the e-mail addresses for a follow-up campaign. On the Web response form, prospects are asked to provide AnyNet with permission to communicate with them via e-mail. Those who answer "Yes" and include their e-mail addresses are added to an e-mailing list. These respondents receive an e-mail acknowledgment to their response. They also receive a follow-up e-mailing two weeks later that makes a special limited time offer if they purchase "TraffiKop." Cost for the e-mailing: Joan purchases an e-mail software distribution product for a few hundred dollars and decides to handle this part of the campaign in-house.
Business-to-business direct marketing is the opposite of advertising, or general media marketing. Direct marketing uses a rifle rather than a shotgun. In some cases, as with lower priced products with broad appeal that are sold directly, it may be worthwhile to increase mail quantities rather than reduce them. Generally, however, the highest return and lowest risk comes from mailing narrow and smart—targeting a more finely defined audience that is more likely to be interested in your product in the first place.
What if you could apply the same targeted direct marketing strategy to the Internet? Imagine if you could target interactive media just as you target direct mail, and imagine if the incremental cost of Internet direct marketing were so low that you could improve the results of your lead generation campaign at almost no risk. It is possible—with the mail-enhancing power of the Internet.
Obviously, this means you need to carefully control the use of telemarketing as it relates to the lead generation process including quantity at a lower unit cost, maybe not in overall response, but in quality of response.
When direct mail is highly targeted, it can be highly efficient. With the advent of the Internet, there is a whole new opportunity for direct marketers to not only increase this efficiency, but actually escalate the ROI of lead generation programs.
Using list selection criteria is a basic direct marketing technique to winnow down the universe and ensure that you are selecting the right program.
