5 Tips on Setting Up Your B2B Contact List for the Direct Mail-Email Marketing Tandem

Much has been said about “email vs. direct mail,” but you don’t hear that many people talking about combining email and direct mail for recipients in your B2B contact list. Are these two marketing channels really that mutually exclusive? Wrong. In reality, these two methods work well together if properly integrated in a unified campaign, enhancing each other’s effectiveness.

There are many factors that influence the success of integrating email and direct mail into a single campaign. You have to carefully think about and consistently apply branding, content, timing, and other elements of the project. This post looks at managing your mailing list to accommodate the demands of the multichannel campaign. The list is just as vital as any other component of the integrated project and should be thoroughly prepared and maintained.

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4 Phone Prospecting Facts to Help Improve Timing & Results with a B2B Mailing List

While the idea of “talking to the right leads at the right time” may strike you as completely commonsensical in your mind, it’s far from being common practice in the real world. Numerous studies on lead response management commissioned by independent marketing and sales think-tanks have shown that phone-based prospect follow-up activities of most companies typically overlook the importance of demonstrating prompt and timely responses. This post looks at some research findings that can potentially enhance the timeliness of your communications with a B2B mailing list.

In his article “Why Companies Waste 71% of Internet Leads,” Ken Krogue, co-founder of InsideSales.com, cites a widely-read study spearheaded by Dr. James Oldroyd of the Kellogg School of Management on lead response. The research material featured analysis of literally hundreds of thousands of data points surrounding follow-up teleprospecting and lead handling, providing a highly accurate picture of the underlying issues. The numbered items below are few points taken from the article and are aimed at helping you develop timing with your cold calling list.

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Six Must-know Tips on Marketing Data Quality that Every B2B Marketer Should Apply

Regardless of whether you’re running a multi-channel campaign or a single-platform project, your marketing efforts’ success depends, to a large extent, on the quality of data at your disposal. Nowadays, more than ever, B2B marketers rely on data stored in such formats as a targeted cold calling list, email/mailing list, marketing/sales contact database, and sophisticated CRM database. Social media also has greatly contributed to the data supply and demand situation as business insights become increasingly tied to customers’, vendors’, employees’, and competitors’ information online.

However, despite the growing focus on data-driven marketing campaigns, a lot of companies are still struggling in terms of having sound data quality programs. According to Forrester, only 12% of companies base key business activities on intelligence provided by quality data. This leads to considerable inefficiencies which the Gartner Group estimates cost the average firm about $8.2 million each year. Read more

Going Back to the Basics: How to Optimize Your B2B Email Marketing Campaign ROI

A lot of things have changed in the B2B marketing world, but there are a few that seem to remain the same despite all the breakthroughs and breakdowns. Email marketing has been rapidly evolving and has seen its fair share of transformations within almost every aspect, yet a handful of basic concepts and elements still hold true – a contact list is still a contact list; good content is still good content; and favorable results are still favorable results – even if the technology and techniques used have evolved.

This post takes a look at the time-tested steps of optimizing email marketing campaign ROI, concepts that have remained fundamentally unchanged throughout the years and most probably will continue to do so in the future.

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How to Identify and Target B2B Influencers in Your Email Campaigns

Although technically not a part of the “target” segment, influencers play a key role in the purchasing decisions of your target audience and should be included in your B2B marketing database resources. This post looks at a few basic guidelines to help you confidently identify and precisely target B2B influencers with your email marketing campaign.

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Top 5 Reasons That Drive CEOs Toward Social Media and Why These Matter To Your B2B Marketing

Around 57% of CEOs think social media will play an increasingly important role in their business over the next 3-5 years. This is according to IBM’s Global CEO Study which surveyed over 1,000 chief executives more than 60 countries. Accordingly, B2B marketers must go beyond this headline numbers and examine the reasons beneath such a trend in order to help them make more informed decisions in terms of lead generation, contact list building, branding, ads, etc.

 

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How To Develop Workable Lead Nurturing Strategies for B2B Email Marketing

We’ve taken a look at applying lead nurturing concepts broadly to an integrated marketing campaign in a previous blog post. Now, let’s narrow down our discussion to cover lead nurturing in the realm of B2B email marketing and see what we can do with our B2B contact lists, email messages/content, and other campaign considerations to improve the quality of our prospects.

We’ve also already seen in the above-mentioned blog post that there is evidence in the real world suggesting proper lead nurturing improves the efficiency of the marketing and sales process. Organizations that are really good at lead nurturing report marked improvements in the efficiency and effectiveness of their sales teams (50% better conversion rates, 33% lower marketing costs) plus higher potential for developing customer loyalty.

Yet, despite its clear advantages, other studies also indicate that lead nurturing is not on the radar screens of many B2B marketers at this time. A UK-based study shows that as much as 3 out of every 4 B2B marketers there have no lead nurturing strategy. In terms of email, around 42% of respondents in a separate study rated this channel as best suited for “quantity” of leads, not lead quality.

With recent and broader B2B marketing trends strongly showing a shift in focus toward lead quality (given top priority by 53% of B2B marketers), these imply the underlying need to follow and nurture prospects throughout the sales pipeline. That’s why every marketing channel including email campaigns should follow a lead nurturing strategy, and here are the steps to build one:

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Seven Things Your Email Campaign Metrics Are Saying That You Might Be Ignoring

Your B2B email marketing campaign talks to you through a special language called analytics which use numbers instead of letters to form words called metrics. Through combinations of these metrics and other data, your campaign lets you know about any aspect in your project —topics/content reception, effectiveness of timing, B2B email contact database accuracy, etc. This post looks at seven of these messages/warnings that you might be ignoring.

There are lots of email marketing metrics used today. You’ve got open rates, click-through rates, bounce rates, spam percentage, abuse reports, etc. to look at which can be quite overwhelming at times. To filter out the noise and make some sense out of them, you have to take them into context and not in isolation. Oftentimes, you need to compare these values to some benchmark or index as well as other measurements in your marketing campaign like ROI, conversion rates, and social metrics to arrive at valid and accurate conclusions which may include the following:

1. Adjust sending frequency. Sometimes, your metrics may be telling you that you’re sending too frequently or extremely rarely, depending on their values. If you suspect this to be the case, try changing your sending frequency on a small sample from your B2B contact database and see how the changes affect open rates, unsubscribe rates, and abuse reports.

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