About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com .

About Silicon Valley Business Journal

The Silicon Valley Business Journal is the local version of the American City Business Journals (ACBJ), which is the largest publisher of metropolitan business newsweeklies in the United States, with 43 business publications across the country reaching more than 3.6 million readers each week. They also offer specialty publications for sports fans, sports business readers and classic car enthusiasts.

Is your Digital Marketing initiative failing? Beasley’s professional marketing team can help. Start with a free SEO audit of your company’s website. Sign up here.

By Laurie B. Beasley

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Join Laurie Beasley at B2B Marketing Expo this coming Wednesday, October 2nd, to hear the live seminar.

Laurie Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing for B2B and B2C companies, including: content creation, email marketing, pay-per-click (PPC) advertising, search engine optimization (SEO), social media marketing, website design, direct mail marketing, lead generation and nurture campaigns, and marketing automation management. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.

Want to read Case Studies on Meeting Maker Campaigns? We have them ready for download here.

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We are happy to announce the partnership between Beasley Direct and Online Marketing, Inc., and The B2B Marketing Expo California for 2019.  We hope that this partnership will bring about the alignment of professionals passionate about direct marketing, online marketing and B2B Marketing as well as highlight our focus on more educational opportunities for marketing in California.

Beasley Direct and Online Marketing will be partnering with The B2B Marketing Expo, October 2 and 3, 2019 in Los Angeles, CA.  The company president, Laurie Beasley, will be speaking on October 2, right after the keynote address on the topic “Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone”.  Beasley Direct will also be exhibiting both days.

Beasley Direct and Online Marketing, Inc., is a full-service agency focused on lead generation and creating sales opportunities. Offering a range of problem solving services, it helps businesses get more leads and sales all while helping to measure the results and implement better methods.

Beasley was founded as a direct mail agency in the early 1990s, focused on lead generation for high tech marketers. At the time, database segmentation was the next big thing. They’ve grown beyond direct mail marketing and evolved over the years to include SEO & PPC services, email marketing, and multichannel marketing, always learning and never losing sight of the goal: deliver superior results for their clients at an excellent ROI.

Today, the organization has grown to utilize direct marketing and internet marketing to help most businesses get new leads or customers. Above all, Beasley Direct and Online Marketing is filled with a team of professionals who love what they do. Beasley Direct and Online Marketing has been recognized for their marketing efforts in multiple industry fronts and fosters a collaborative community within its membership. It is sponsored by organizations like The Direct Marketing Association of Northern California and the NorCal Business Marketing Association.

“I am thrilled to partner with The B2B Marketing Expo. Having taught direct and online marketing certification courses my whole career, I’m a big believer in continuing education. Conferences like The B2B Marketing Expo are a great place to continue your learning with new ideas, different approaches, and new service providers who can help you achieve your marketing goals more efficiently,” says Laurie Beasley, President, Beasley Direct and Online Marketing, Inc.

B2B Marketing Expo

The team behind The B2B Marketing Expo California recognize that direct marketing continues to be essential to industry success and is also a key component to a rapidly evolving part of marketing, regardless of sector. We know how important it is for our community to remain at the forefront of the latest developments and practices and partnering with Beasley Direct and Online Marketing, Inc., is how we are assured that we’re staying ahead in the industry.

“We understand the kind of challenges businesses have in reaching out to their customers, especially when it comes to getting that personal touch in direct communication,” notes The B2B Expo Marketing Director Milen Guergov. “It’s great to see that Beasley Direct and Online Marketing, Inc., is the kind of partner that we know will be able to give companies that edge in reaching out to new leads and making better connections with existing customers. They have so much to offer when it comes to the marketing world.”

We look forward to supporting Beasley Direct and Online Marketing, Inc., with the organization’s ongoing objectives and welcoming its members and associates to our event.

Get Free Tickets

If you would like to find out more about Beasley Direct and Online Marketing, Inc., please take a look here. If you would like to register for a free ticket for The B2B Marketing Expo California, you can do so right here.

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I’ve been teaching email marketing to professionals for more than 15 years and have been an email marketer for over 20 years.   We’ve seen email marketing go through many trends over the years; email sending platforms have come and gone.  We’ve seen emphases on improving deliverability, building subscriber lists, generating personalized content, and now marketing automation.  Through all of the trends, one thing has remained constant though; the need to communicate well and to incentivize the customer to respond.  That requires good, if not great, copy.

However I feel copy is the one area marketers seem to compromise on the most in the “cram it out,” busy marketing calendar. It’s often left to a product manager to direct the copy, and the focus will be on product features…not necessarily on benefits. Then the marketing department slams it into an email template, and it’s gone.  With little pause to think about whether the copy really answered the prospect’s questions, or told them something in a way that would soothe their buying anxieties.

Are Marketing Automation Templates Tempting Marketers to Go Too Fast?

To make the situation even worse, email marketing templates make it too easy to mindlessly copy and paste copy to fit the template.  The email marketer thinks they’ve done their job if they have the headline fit the banner just right, and there are just the right number of sentences and bullet points to fit the template copy area.  But did anyone stop to think if the headline made the prospect feel better about choosing your product over the competition? Or if the bullet points answered their need for time savings and convenience?  Probably not, because the emphasis is on the template and the schedule, not on the need to write copy that gives the prospect motivation to buy your product.

Stop….And Think about What Your Recipient Needs to Know about Your Product

The best book I’ve read on advertising is the timeless tome, “Ogilvy on Advertising”, by David Ogilvy. In the book he says, “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”  And he was right.  You need to give a consumer a real reason to consider to buy your product and not the competition.  Mere slogans and soundbites won’t do it.

Ann Handley said in her book, “Everybody Writes,” “To me, the thing that’s most important in marketing today is the idea of empathy. I would even go so far as to call it pathological empathy. You’ve really got to focus relentlessly on the recipient.”

Good writing requires us to have empathy for our audience, their situation, their needs, their goals. That means you have to meet people where they are, with an attitude of benevolence and largesse, to help them find answers to their problems. This starts with understanding the Six Universal Buying Motives. Then write customer-centric copy that addresses their problems.

The Six Universal Buying Motives

Listing product features may convey information, but it may not persuade the consumer to buy. Why?  The feature may not help them relate the product to their problem or fear. You need to do that for them by turning the feature into a benefit that fits into their motive for buying.

People have six universal buying motives:

1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion

Every feature of every product or service you sell should be communicated to answer one of the six universal buying motives. And if it doesn’t, then you should reconsider the product or the feature.

How does that translate to B2B products?

1. Desire for gain (usually financial)
   =career advancement, better performance reviews
2. Fear of loss (again, usually financial)
   =job security, avoidance of unpleasant surprises
3. Comfort and convenience
   =less late hours, fewer angry users/bosses
4. Security and protection
   =systems work as they are supposed to do
5. Pride of ownership
   =taking credit for a new and better solution
6. Satisfaction of emotion
   =elegant systems that make the enterprise work better

How does that translate to B2C products?

1. Desire for gain (usually financial)
   =more money, financial security
2. Fear of loss (again, usually financial)
   =accidents & disasters, health problems, job security
3. Comfort and convenience
   =quick delivery, easy assembly
4. Security and protection
   =safe travel, secure home
5. Pride of ownership
   =newest solution, fashionable, trendy
6. Satisfaction of emotion
   =family is happy with your choices/decisions

How Much Affect Does More Effective Email Copy Have on Response Rates?

Using the six universal buying motives as your guide, take your list of features and relate them to a benefit that answers a buying motive.  That becomes the building blocks of the most persuasive and effective email copy possible.  You may wonder how much impact this approach may have on email response rates?  We have been hired to re-write many sets of nurture emails where we could test our re-written, buying-motive-optimized copy against older, control copy and clients have reported results ranging in 25% – 100% improvement in open and click-to-open (CTO) rates.  Why?  We answered the prospects’ most pressing fears and buying anxieties very quickly in the copy, and made them feel confident in the choice of our client’s product.

Let’s review a few examples of emails that were written with the buyer’s motives in mind.  The first two  are from the Beasley Direct and Online Marketing portfolio, and the last one I found searching Google for email examples and thought it was clever.

Examples of Buying-Motive-Optimized Copy

Heat Software: This email was sent to IT directors who are usually given limited budget and headcount, and yet have a lot of constituents at their company to keep happy.  So when the internet or computers go down, they need a fast way to resolve problems.  This email focuses the headline copy on the needs of the busy, overworked IT director by helping them see how Heat Software helps them get fast incident resolution, eliminate roadblocks, and clear their desk without adding headcount. The supporting bullets focus on lower cost, clearing backlogs, faster resolution and user satisfaction…all buying motives for the harried IT director who needs to solve problems fast and cost-effectively.

Netcash: This email was sent to consumers who were profiled to be pre-approved via their credit score for a cash loan. If they are in a situation to need a loan, they usually need it fast, with no hassle. The headline copy emphasizes that cash is instantly available. The body copy tells them how quick and easy it is to get the money. Copy in the sidebar emphasizes their status is APPROVED and the cash is available IMMEDIATELY, all satisfying the buying motives of a consumer who might be in need of a fast loan.

JCrew: I found this email sample searching on Google for email examples and I’m putting this email example in just for fun. No, people really don’t “need” candy bars. But they do want candy bars…and they’d rather have a full size than a half size. This headline does a fun job of answering a human need for more value and does it in a fun way. It also peaks the curiosity on what other treats might be waiting for them, because let’s face it, we like treats, not tricks. I love the whole concept of this email and the way they communicate a sale in way that makes folks feel like they’ll get twice the value.

All of these examples show copy that was thoughtfully written to communicate product features or concepts that presented value, and answered human buying motives at every moment throughout the email presentation. The email showed empathy toward their needs and situations and brought the reader over to the product or company’s side, and inspired them to act because they were convinced the marketer had something of real value for them. The reward for this thoughtful approach to email copywriting can be significant with increases in open and click-through rates of 25% to 100%. So the next time you’re tempted to slap copy into the email template and call it a day, take a step back and ask yourself: Does my copy answer the universal buying motives of my audience? If it doesn’t, take an extra day to re-write the copy to answer your prospects’ questions and motives in your copy. Your prospects will reward you with paying more attention to you with more opens, clicks, and conversions…isn’t that what email marketing is really all about?

By Laurie Beasley, Co-Founder and President, Beasley Direct and Online Marketing, Inc.

Need help with your email marketing? Review our email marketing and marketing automation service offerings here.

Find more case studies and white papers at https://beasleydirect.com/resources/white-papers

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Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., will be teaching a live online email marketing workshop for the Direct Marketing Association of Northern California.

Improving Email Marketing Response Rates: Winning email marketing strategies for acquiring and retaining customers

(Friday, November 30, 2018. 10:00 AM to 12:00 PM Pacific Standard Time)

Email marketing requires immense effort to make it work effectively these days. Small (or large) creative and strategic missteps can cost you dearly in your response rate. You need to have all of your bases covered in terms of creative, list and engagement strategies.

This class presents winning email marketing strategies for acquiring and retaining customers in a world of crowded email inboxes and mobile viewers. We’ll talk about best practices for email copy, design, and implementation. We’ll cover offer strategies, writing winning subject lines, which day of the week to send and frequency, and how to design emails for mobile using responsive design. The class lays out a complete strategy on how to build your engagement score by implementing onboarding and engagement playbooks. We’ll also discuss strategies to improve your deliverability and how to avoid spam filters. Learn more.

About the DMAnc (www.DMAnc.org)

The DMA of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area.

We hold monthly luncheon meetings, workshops, periodic half-day seminars, and provide opportunity for the best in learning and job networking in the Northern California marketing community.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. We provide services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. We help clients in both B2B and B2C marketing and are privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go here.

Get a Free Reverse Sales Funnel Audit! Learn more here.

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Beasley Direct and Online Marketing, Inc., a full service direct and online marketing agency, is announcing the hiring of Jan Carroza for the position of VP of Business Development and Account Management.  Jan will be responsible for onboarding of new clients and helping our clients make the right decisions on which marketing channels to invest in and how to optimize those channels. Her multi-sided career spans agency, advertiser, audience research, media, mobile and privacy software experience. While her background in multi-channel campaign management began in traditional advertising, performance-based marketing inspires her to achieve the maximum ROI for clients. As a trainer of customers, students and staff in direct response, media planning, mobile and privacy SaaS solutions, Jan realizes the importance to educate prospects to earn trust.

Her previous experience includes building sales and lead pipelines for M&M Mars, Volvo, Time-Life, Soloflex, Blue Cross, Braun, Sears, Peninsula Hotels, Kemper Financial Services and American Express. She has spoken to groups at retail, privacy and media conventions and taught Media Planning at Pepperdine University’s Malibu campus. She earned her B.A. at SIU/Edwardsville.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com.

Get a Free Lead Funnel Audit. Learn more here.

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Meeting Maker Campaigns generate qualified leads that win awards for results!

We’ve had the pleasure to drive projects and achieve some spectacular results several times greater than the original goals, earning many DMA ECHO and other awards for results as well as creativity. We share highlights of our extensive experience with hundreds of campaigns for technology, financial, healthcare, business and high-end consumer goods and services in the Resources portion of this site.

4 Examples of Meeting Maker Campaign Strategies

Here’s a brief look at four remarkable examples that demonstrate our distinct strategic approach to capture more qualified leads, consequently speeding up sales closes with Meeting Maker Campaigns.

Choreographing intricate lead flow crushes goals by over 1000%!

To deliver qualified leads, this elaborate program started with a dimensional direct mail door opener that drove actions on a landing page to sign up for a demo. Emailings followed next, then outbound telemarketing and finally responders. The results and creative strategy of this campaign won an International ECHO Award. Click here to get lead generation ideas from this chronicle.

Face-to-face with “warmed-up,” qualified leads campaign hits 167% of goal

Understanding the target was critical to create the right appeal for Anritsu. Our multi-touch campaign used another dimensional direct mail package with a special offer, which led to a white paper download. Read the full details to see how we generated $2.8 million in sales in just three months.

Appointment-setting multi-touch, multichannel campaign yields $2.5 million

PPC advertising, trade shows and email weren’t hitting sales goals for an industrial glove corporation. Telemarketing lead prospecting and qualification coupled with list and offer testing made the difference. Click to see how we used best practices to solve the revenue problem with just 4.28 average touches, instead of the usual 7-13 communications.

Messaging, tele-prospecting and timed follow-up narrow lead-to-sales gap

When a wide-area network software optimization company came to BDOM for help with qualification and neglected potential leads, we began by looking at the difficulty to get the attention of their IT professional target. We also reviewed their current activities, which were already wide-ranging, but had no process for lead qualification.

Learn how BDOM diagnosed problems, tested lists and creative, spun on a dime to tweak and execute a campaign which cut down the competitor’s market share. We created a coordinated dance of messaging, telemarketing lead qualification and sales team follow-up with enticing content that continues successfully today.

If you’d like to explore creative opportunities to address your lead generation, sales conversion and quality issues, reach out. BDOM’s team enjoys a good challenge. Contact us to brainstorm multi-touch, multichannel methods, such as dimensional direct mail and lead generation and qualification through telemarketing, to hit your target goals.

Get started with a free marketing reverse sales lead funnel audit. Contact us for a free consultation!

Find more case studies and white papers at https://beasleydirect.com/resources/white-papers

By Jan Carroza, VP of Business Development and Account Management, Beasley Direct and Online Marketing, Inc.

The post Four “Meeting Maker” Case Studies Detail Techniques to Snag More Demos and Sales Appointments appeared first on Beasley Direct and Online Marketing.

Beasley Direct and Online Marketing, Inc., a Northern California-based full service direct and online marketing agency, has been appointed as a demand generation and marketing consulting agency for Frank, Rimerman Consulting, a business systems consulting division of Frank, Rimerman + Co. LLP, one of the largest locally owned CPA firms in California.  The initial work will focus on the following: analyzing the sales lead funnel and recommending demand generation campaigns, executing email campaigns on the Pardot marketing automation system, and content creation.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, website design, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California.

About Frank, Rimerman Consulting

Frank, Rimerman Consulting (FRC) is the business systems consulting division of Frank, Rimerman + Co. LLP, one of the largest locally owned accounting and business consulting firms in California with offices in Palo Alto, San Francisco, San Jose, and St. Helena.  FRC serves a growing list of clients globally,  delivering SaaS Corporate Performance Management (CPM), Enterprise Resource Planning (ERP) solutions and value-added consulting services to organizations of all sizes. With deep finance, technology, and industry expertise, FRC helps clients gain operational and cost efficiencies.

Press contacts:

Laurie Beasley
President, Beasley Direct and Online Marketing, Inc.
lbeasley@beasleydirect.com
408-782-0046 x21

Steve Wolford
Partner, Consulting Group
swolford@frankrimermanconsulting.com
408-535-8071

Learn more about Beasley Direct and Online Marketing, Inc., demand generation services here.

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Recently Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., and also President of the Direct Marketing Association of Northern California, was interviewed by Sky Cassidy of MountainTop Data to ask her about new trends in B2B marketing. In this episode she describes a new type of campaign that is becoming very popular, often labeled “Meeting Maker Campaigns.” These are campaigns targeted at key accounts and are comprised of multiple touches that often include a dimensional direct mail campaign, email campaign and detailed tele-prospecting effort. The goal of the campaign is to schedule a 30 minute meeting or demonstration. The prospect is rewarded with a nice gift as a thank you for attending. Ms. Beasley describes a campaign she ran for a cloud services technology company last year that resulted in 230 demo appointments being scheduled from a list of 1,300 target accounts.

Listen to this podcast here to learn more.

Read a case study about executing a successful Meeting Maker Campaign here.

The post How to Create Successful Meeting Maker Campaigns — Podcast appeared first on Beasley Direct and Online Marketing.

I’ve Come to a New Revelation. We Should Not Accept Bad Email Addresses from List Providers ANY MORE.

I’ve been researching and providing B2B and B2C lists to our clients campaigns for over 27 years. For B2B clients, I’ve used every data provider out there, including D&B, Netprospex, Discover.org, Data.com, OneSource, Lake Group, Hoovers, you name it — and they all have one thing in common: a high percentage (10-20%) of bad data, and even worse, bad email addresses. It’s as though the providers expect us to pay top dollar AND accept a certain percentage of bad email addresses as normal and acceptable. Yeah sure, they’ll replace the bad ones, but by the time you’ve figured out which are bad, the campaign may be long over and your email sending provider (ESP) is hot under the collar from your unacceptable email deliverability rate. Here’s why:

First of All, it’s Getting Harder to Fix the Bad Email Addresses Yourself

It’s become the practice of many marketers to go along with the bad data the providers supply and try to validate or “fix” it themselves by using some kind of a verification tool such as BriteVerify. However, the spam filters are catching on to these verification tools and learning to spoof them by giving false reports or throwing a higher percentage of emails into a catch all bucket, which you shouldn’t mail because they’re not really verified. So you’ve just paid a penny a name or more for validation data you increasingly cannot trust. As a result, it will increasingly bring your email sending domain reputation down by sending to bad email addresses.

Secondly, Improved Database Technology

Secondly, database technology has improved so much with AI and social media verification, that a list vendor literally has no excuse to have inaccurate contact data, let alone bad email data. If they have bad email data, they’re simply not very good at what they do, and they don’t deserve your business.

Lastly, don’t let them be lazy. Make them REALLY validate the data before they supply it to you. Ultimately, that means they have to be creative on their own dime and their own time to figure out if the email addresses are valid.

Finding the Best List Owners

I’ve known some list owners to send a mini survey out on some topic related to your campaign, to see which emails delivered (and which didn’t). This has an added bonus of giving you the response results to the survey. Others have very sophisticated email validation procedures that look at the data from 200+ data points. Bottom line, these list vendors work harder to provide you a good product, and they deserve your business more than the other guys.

You may ask who these mysterious data providers may be. I don’t make it a practice to endorse any vendors in my blog, because they may not offer everyone the same services that they offer me. I have negotiated with my vendors to go the extra mile, do the hard work, and to provide a good product the first time around. And that’s the key. You should negotiate and demand for this level of service from your vendor too.

In conclusion, the time has come for marketers to revolt and not accept bad email addresses from their B2B Data providers ANY MORE.

If you’re in need of quality B2B email lists, our pros can help you. Contact us to find out more.

Read about creating email templates here.

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