About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is a full service direct and online marketing agency serving both B2B and B2C clients. Our goal is to help clients measure their campaigns and achieve the lowest cost per lead or sale through relentless analysis and optimization. Inbound marketing services include search engine optimization (SEO), search engine marketing (SEM), content marketing, lead generation and website design. Outbound marketing services include email marketing and marketing automation, direct mail, and tele-prospecting services.

About Silicon Valley Business Journal

The Silicon Valley Business Journal is the Silicon Valley version of the American City Business Journals (ACBJ), which is the largest publisher of metropolitan business newsweeklies in the United States, with 44 websites and 64 business publications across the country reaching more than 10 million readers each week. They also offer specialty publications for sports fans, sports business readers and classic car enthusiasts.

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

Is your company’s website underperforming? Have one of Silicon Valley’s top online marketing agencies optimize your site for leads, sales and revenue generation. Contact us now.

The post Beasley Direct and Online Marketing, Inc., Places 17th in Silicon Valley Business Journal 2022 List of Largest Advertising, Marketing and PR Agencies appeared first on Beasley Direct and Online Marketing.

This high employee turnover is not only a headache for employers, but also a big concern for B2B marketers trying to reach decision makers in companies who aren’t there anymore!  Some may have dismissed the “Great Resignation” as only a problem in entry level positions in retail or entertainment, but it is reaching far into high tech, healthcare, and manufacturing and squarely at middle management and above, where the majority of B2B demand generation campaigns are targeted.

How the Great Resignation Could Have a Devastating Effect on Your Demand Generation Campaigns—But You Can Start to Fix this Now

This will begin to negatively affect your B2B demand generation campaigns in several ways:

1. With increasingly poor email deliverability, from bounced (undeliverable email addresses).
2. Wasted sales team efforts in trying to follow up on leads that are no longer at the company.
3. Disrupted decision making teams in companies. You could have been close to a sale in an account and voila 2 of the 5 key decision makers have left. You will need to navigate into the company all over again in a few months to find out who the new decision makers are.

All of the issues above are reflections of B2B data quality issues created by this unprecedented employee turnover.  These data quality issues will begin to negatively affect the number of marketing and sales qualified leads you have in your marketing automation system, and maybe even the open opportunities in your CRM.  It could have a devastating effect on your sales pipeline for the next two quarters if efforts are not taken to stop the data hemorrhage now.

How to Fix the B2B Demand Generation Problems Caused by the Great Resignation

The first step in addressing the problem is to acknowledge there are significant financial risks to not addressing it immediately.  The second step is to recognize it will take marketing budget to fix it.  In my experience, marketing data cleansing has been the most underfunded aspect of marketing. There always seems to be lots of shinier marketing tech stack things to spend marketing budget on, rather than good quality data.

I recommend several steps be taken immediately:

1. Analyze the data deprecation rate (ie the rate at which you are getting email hard bounces, etc). This will give you a sense of how fast your company database is aging and help you to talk to vendors about how much data cleansing you need on a monthly basis.
2. Get help. Bring vendors on board who can interface with your CRM and continually cleanse your marketing data.
3. Get more help. Cleansing your current data isn’t enough to keep up and probably not enough to keep ahead of your demand generation goals.  Your database will fall behind if all you do is try to correct your current data.  People are moving jobs at too quick of a pace.  You are going to need to identify, profile, and target key accounts more aggressively than ever before.
4. Have a strategy to reach remote workers. 74 percent of workers say that having a remote work opportunity would make them less likely to leave a company, and 64 percent of recruiters report that being able to pitch a work-from-home policy helps them find high-quality talent.⁽²⁾ They are an elusive bunch that are hard for data companies to find their email addresses and even harder to find their phone numbers. You need to get them to come to you with very good content programs. Use content networks to your best advantage, test using social media advertising on networks such as LinkedIn, and by all means optimize your SEO so that when they’re looking for a solution on their own, they’ll find you.

We predict you’ll need to spend a higher proportion of your marketing budget on data cleansing, content programs and SEO than you ever have in past years to keep up with your target’s job changes and lure them to find you. Hopefully what you’ll find on the prospect’s side is happier employees who will stay at their next job for a while, but maybe not, so keep the data cleansing going!

Need help with your b2b list or SEO? Contact us!

Written by Laurie Beasley

¹ “19 Employee Retention Statistics That Will Surprise you (2021)”; Apollo Technical; July 30, 2021; https://apollotechnical.com/employee-retention-statistics/

² Steward, Jack; “The Ultimate List Of Remote Work Statistics for 2021”; Findstack; September 21, 2021; https://findstack.com/remote-work-statistics/

The post How the Great Resignation is Damaging Your B2B Demand Generation Campaigns—and What to Do About It appeared first on Beasley Direct and Online Marketing.

Crises like our current situation with COVID 19 provide the perfect cover for you to do hardline negotiation with your ESP contract renewal — or to switch to a new one. Some might say that COVID isn’t just providing cover, it’s creating NECESSITY to negotiate. There are three advantageous negotiating positions to consider: Re-assessing your needs; Fiscal tightening; Competitive bidding.

Re-assessing Your Needs Should Always Be Your First Step

Before embarking on any renewal or migration project, take a hard look at your existing email marketing programs for possible economies. Usually in email marketing, the more stuff you use, the more money you spend:

• Check to see if there are contacts you can sunset due to lack of engagement (ie haven’t engaged in last 12-18 months)
• Look at email creatives or templates that are not performing
• See if there are landing pages or templates not converting leads or sales
• Delve into deliverability problems (ask vendor what is needed to mitigate); they may suggest dedicated IP or other things that will add and not take away cost, but may be needed
• Are you paying for reporting or analytics features you are not using?
• Are you paying for segmentation, personalization or nurturing features you’re not using?

If you can remove contacts that are non-performing, creative that is not working and stop paying for features you are not using, you’ll instantly save on your next renewal or migration. But do not stop there. Negotiate hard from a position of buyer strength during the economic downturn.
 

Negotiate from a Position of Buyer Strength During the COVID Economic Downturn

Start your negotiations knowing you sit in a position of strength. The ESPs are seeing dozens if not hundreds of customers drop their service or service levels; most of them are laying off employees and are hating it; and they definitely DO NOT want to lose you.

But it is up to you to tell them you are not rolling over on the renewal, and that you want them to show you their best numbers. And even when they show you their best numbers, be skeptical and hard pressing. Tell them you want them to work harder, and that your company is facing a hard quarter (it likely is); and that the boss is looking over your shoulder (they are). Also, a little hint: keep inching your negotiations closer to the end of the month, and even better to the end of the quarter. Sales organizations live and die by their monthly and quarterly sales numbers, and they will fall on even sharper swords at those crucial times to make a deal. Take full advantage of that.

Make sure you are bidding apples to apples. Not bananas to gorillas. One technique that is very sneaky among ESPs is how they package their pricing into bundles, so that it is hard to find bidding equivalency among them. Do not let them do it. Make them tell you their pricing in your terms. Give them your bidding criteria, ie X # annual email sends, X # of email creatives, X # of landing pages, X # of contacts hosted, segmentation criteria, etc. Then create a spreadsheet or a grid and then cost comparisons become easy.

TIP: If you’re a non-profit, ask for their non-profit rate. Some offer a 10-15% discount. Others will honor that if they know the other guy is offering it.

They Expect Competitive Bidding, So Do Not Disappoint Them

Once they have provided their pricing, pit them against each other. Don’t show them your grid, but tell them the price you want them to meet. If the sales rep is having trouble getting his boss to swallow it, then you can forward the bid from the competitor to them. That will usually do it. And when you have one or two vendors of equivalent capabilities and pricing narrowed down, tell them you are having trouble making a decision and a further 10% discount would tip the scale.

What to Do When Your ESP Contract Is Settled and You’ve Moved In?

In our experience, once you have your ESP in place and deliverability is acceptable, the one thing that makes the biggest impact on improving email performance is the list, offer and the copy, in that order. The list is a foundational issue of instituting a good opt-in system, welcome email and a plan for engaging emails throughout the lifecycle of a subscriber. The offer is the product or the content … is it what people want? But very importantly are you describing them in a way that motivates people to read and act? We have worked on email marketing campaigns for more than 100 companies. Re-writing their sales, prospect and nurture campaigns made the biggest material difference in improving their campaign’s performance. Invest in good copy. Do not make it the last item in the production line that isn’t given enough time to do it or your customer justice. Negotiate hard with yourself on that one, and it will pay out spades in the future.

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

Need help with your next email marketing campaign? Contact Beasley Direct and Online Marketing, Inc., for an assessment of your campaigns and how we can help.

The post Negotiating Your Way to a Less Expensive Email Sending Platform (or other Martech tool) — Thanks to COVID 19 appeared first on Beasley Direct and Online Marketing.

A marketing automation audit is an objective third-party evaluation of your Marketo and/or Pardot (Salesforce Marketing Cloud) instance. The purpose is to know how well they are working with your salesforce automation software to achieve your lead and sales pipeline goals. Marketing automation audits can reveal many aspects of underutilization or lack of staff training that, when fixed, can make a radical improvement in your company sales pipeline and measurement. Remember, marketing automation audits aren’t just for the marketing department’s benefit. It’s for the sales department too. It’s your best first line of defense to diagnose and troubleshoot lead quality, and fix scoring and reporting issues.

We recently completed audits for two companies and found two completely different sets of results and issues. Surprisingly, a major tech company using Marketo for six years was using fewer features and functions than most companies that have used it for only 12 months. We began to train their staff on new features to organize, segment and track campaigns. And with further analysis of the data, we found we could save them $60,000 per year on their Marketo contract renewal through some pretty simple data cleanup. Wow!

And for the other audit—a smaller healthcare device company that was using Pardot for three years—we found a surprisingly organized set up. However it was paired with an inexperienced demand generation specialist in desperate need of training. The result was management’s unfulfilled desire to score and nurture new leads. We set out to fix these things immediately.

Changes that can precipitate a marketing automation audit

Many company changes can precipitate the need for a marketing automation audit. The following are five of the most common we come across.

Five good reasons to initiate a marketing automation audit:

• 3-6 months prior to renewal of your Pardot or Marketo instance (and for major MarTech tools)—to review structure and costs
• A top admin leaves (or high turnover in demand gen staff)—to smooth out transition period
• New CMO and/or Director of Demand Gen – to give a good analysis of the current install and what needs to change
• Need to benchmark progress (i.e. have follow-up audits every 6-12 months)
• Need an objective way to separate operational issues from sales & marketing issues

The value of an objective 3rd party audit can be in several areas and often pays for itself in cost savings with renewals:

• Helps budgeting and planning for:
• MarTech stack
• Demand gen staff & vendors
• Training and organizational alignment
• Helps uncover hidden issues such as:
• Missing MarTech tools
• Underutilized or incorrectly utilized features
• Lead leakage / loss and bottlenecks
• Data that can be eliminated (and thus not included in renewal)
• Helps analyze the meaning of the findings
• View data with fresh eyes to point out obvious patterns
• Share relevant “lessons learned” from other orgs

The four major areas marketing automation audits cover

A marketing automation audit typically covers four critical areas of analysis: contact management, data health, governance and campaign management. We will explore each of these areas below.

1. Contact Management

Goals

• To troubleshoot known issues in Pardot/Marketo to salesforce automation transfer of leads or values
• To identify inconsistencies or gaps in current lead management
• To define standards and rules for form creation and back end processing
• To document Pardot/Marketo to salesforce automation sync (current state and post-fix)
• Document any 3rd party connection synch processes

Focus

• Use of forms (type, consistency)
• Form field capture, and back end form processing (hidden fields, UTMs etc)
• Lead routing workflows and salesforce integration
• Lead statuses triggered or converting as expected
• Lead scoring (document profile / behavior score system)
• Review Prospect, Account, and Opportunity field mapping
• Review use of progressive profiling
• Review Pardot tagging strategy

2. Data Health and Gap Analysis

Goals

• To capture current state and provide a benchmark for judging data health e.g.
• Active database
• Marketable database
• To define standards and rules for field mapping
• Make initial recommendations for data normalization (e.g. US, United States, USA should all be US)
• Make initial recommendation for list segmentation

Focus

• Database size
• Marketable %
• Unresponsive data / junk data / duplication
• # and % of unsubscribed
• # and % of opted in contacts (with opt in date)
• # of fields, default / custom fields, field values, and field type
• Audit lists (document, size, last used)
• % of duplicate records
• CANSPAM, GDPR, etc. validation and recommendation
• Create list of top 20 values in each field to support normalization

3. Usage and Governance

Goals

• To recommend new standards if necessary
• To ensure compliance with data privacy rules&emdash;as appropriate by region/country, etc…
• To apply more controls as to Pardot/Marketo usage
• Verify email deliverability

Focus

• Review Naming convention and folder hierarchy
• Check for Explicit opt in management
• Review Current users and permission levels
• Review and recommend tag normalization
• Document and recommend archiving of lists, templates, forms, campaigns, etc…
• Test deliverability to ensure the domain is not identified by Spam blockers
• Inventory and review all email and landing page assets

4. Campaign and Nurture

Goals

• To identify what ‘clean out’ efforts are needed
• To make it easier to see what’s active or not
• To support better practices around template use

Focus

• Document a full list of all Pardot/Marketo assets: forms, landing pages, templates, campaigns, and engagement streams
• Current status of all assets (archived, draft, active, not in use)
• % of duplicate records
• Troubleshoot email and landing page templates

An audit will result in a report on each of these areas and a set of observations for good findings and areas that need fixing.

Small changes often yield big results. Big changes yield even bigger results

Every marketing automation audit we’ve conducted has yielded a different set of issues and the fixes needed. We often rank the fixes needed in order of priority and help the client to determine the tradeoffs or benefits gained for investing in them. Even small data cleanups can yield big cost savings, and significantly improve lead quality. Bigger investments in fixing nurture streams and lead scoring can yield big results in ushering better leads filling the pipeline – something that will surely warm the heart of marketing and sales alike. Because the marketing automation audit isn’t just for marketing, it’s for sales too. They have a vested in interest in what is being pushed over to the salesforce automation system, and a marketing automation audit is your best first defense to ensure better quality leads get there.

Need a marketing automation audit? Contact us for a free consultation.

By Laurie B. Beasley

The post Five Good Reasons to Get an Objective Third Party Audit of Your Marketing Automation System appeared first on Beasley Direct and Online Marketing.

We are proud to announce that Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., has been named one of 2019’s top 20 Women Leaders in Business, 20 Women to Watch, by the Sales Lead Management Association. This is the ninth year of this judged event which recognizes extraordinary contributions to winners’ communities and companies (SLMA). Laurie has previously been counted among the 40 Most Inspiring Leaders in Sales Lead Management by the SLMA in 2013, 2014 and 2017.

James Obermayer, SLMA CEO, said “This is the ninth year of this leadership recognition program and the twenty women selected by the judges have many things in common. They have strong business accomplishments, service on business and non-profit boards, advanced degrees, and a record of giving back to their communities and industries. Many are speakers, writers, and authors. They have founded companies, and they work in manufacturing, agencies, software and services, and fulfilled roles as C-level executives, customer service, sales and marketing departments.”

“SLMA members nominated women leaders in business; from those nominated, 20 were selected. Nominees were judged on their contributions to a combination of C-level management skills, published works, and marketing and sales activities. Additional qualifications, such as board positions, authorships, non-profit experience and relevant activities and presentations, were taken into consideration” (SLMA).

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, Morgan Hill, California.

About the Sales Lead Management Association

At the Sales Lead Management Association, we believe that managing sales leads manages revenue.  Membership and subscriptions to various publications and broadcasts, as they should be, are free.  For information call Sue Campanale at 360-933-1259.  The Sales Lead Management Association is a division of the Funnel Media Group, LLC, which publishes the Funnel Radio Channel and B2B Podcast Directory.

Need help with your direct or online marketing? Review our direct and digital service offerings here.

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

The post Laurie Beasley Named as 2019’s “Top 20 Women Leaders in Business, 20 Women to Watch”, by the Sales Lead Management Association appeared first on Beasley Direct and Online Marketing.

Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., will be teaching two live online demand generation and lead conversion workshops for the Direct Marketing Association of Northern California.

Demand Generation and Lead Conversion Fundamentals

(Wednesday, March 27th, 10:00 AM to 12:00 PM Pacific Standard Time)

This course takes a fresh approach to demand generation, by helping you set goals with the Sales department, manage the touch points for lead qualification and optimize your communication channels for maximum success.

The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and winning over modern B2B buyers requires organizations to revolutionize their marketing approach. To compound the problem, Sales teams demand higher quality “sales-ready” leads to hit their numbers. It can take 7 to 13+ big touches to generate a qualified sales opportunity. The marketer is on the hook to manage and deliver the sales qualified leads, and this session will help you deliver.

What you’ll learn:

• Challenges to demand generation
• Defining a sales-ready lead
• How to create a reverse sales funnel
• Account Based Marketing
• How many touch points are needed and how to manage them
• Making a great offer
• Using content to your best advantage
• Multi-touch case studies

Learn more.

Advanced Demand Generation and Lead Conversion

(Wednesday, April 3rd, 10:00 AM to 12:00 PM Pacific Standard Time)

In this session, we’ll look at how to make a comprehensive demand generation go-to-market plan. Discover the best list building and augmentation tactics. Learn how to approach lead scoring and nurturing. How to make marketing automation work for you and not the other way around. Finally, we’ll discuss how to optimize each inbound and outbound marketing channel for B2B. Lots of case studies will be included in the course to support key points.

What you’ll learn:

• Making the go-to-market plan
• Demand generation list strategies
• Tools for determining buyer intent
• Lead scoring best practices
• Optimizing lead nurturing
• How to make marketing automation work for you (and not the other way around)
• What PPC, SEO and Social Strategies work best
• How to optimize Email, Direct Mail and Telemarketing

Learn more.

About the DMAnc.org (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 and beyond.

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.

Do you need assistance determining your lead funnel requirements to hit your sales goals? We can help. Request a free Sales Funnel consultation here.

For digital marketing case studies, go here.

The post Join Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., in Two Live Online Demand Generation and Lead Conversion Workshops appeared first on Beasley Direct and Online Marketing.

Laurie Beasley, Co-Founder and President of Beasley Direct and Online Marketing, Inc., will be teaching a live “Meeting Maker” workshop at Women in Consulting’s® South Bay Satellite.

New “Meeting Maker” Tactics for Marketers to Get and Schedule Appointments for the Sales Team

(Monday, February 11, 2019. 11:30 AM to 1:00 PM Pacific Standard Time)
Learn more

Once you’ve built your target company and contact list, you then need to get your prospects to engage in a sales discussion. However, it can take 7-21 marketing touches for a prospect to develop into a sales lead…and to schedule that first meeting. Why? Because your prospect needs to wrap their head around your value proposition before they will be willing to spend time in a meeting of any kind.

The 7-21 touches can feel like a very long road to most marketers who are being held to very high expectations by the sales VP and the CFO. However, you can accelerate this process by integrating higher engagement tactics, such as direct mail and high touch tele-prospecting into the sequence for what we call “Meeting Maker” campaigns. We will discuss extensive case studies on “meeting maker” and sales “door-opener” campaigns. In one case study, a combination of direct mail, a fantastic offer, multiple email touches and tele-prospecting touches delivered 230 demo appointments out of a list 1,300 contacts for a major enterprise backup software company.

Key takeaways:

• What multi-touch strategies to deploy and in what order
• How to decide on a fantastic offer
• Why direct mail is the account based marketer’s new secret weapon
• The role of telemarketing in the multi-touch methodology
• You’ll see extensive case studies with results and live samples you can view

Learn more

About Laurie Beasley

Laurie B. Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc., which provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. 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. Learn more.

About Women in Consulting®

Women In Consulting® (WIC) is a community of professional women that helps each other build strong businesses. Our strengths lie in our interactions and collaborations with each other, and in our professional educational programs.

WIC members are known for generously sharing best practices, expertise, advice and resources, and for working together on projects. In the process, we expand our capabilities, accelerate our learning, and smooth the path to successful businesses.

We’re a premier resource for businesses seeking industry experts to deliver high-quality results. Although many members get business through WIC, we’re not a leads group. We’re much more than that, with educational programs and a community of smart, savvy women who rely on each other for personal and professional advice and support. Learn more.

For help developing and implementing a Meeting Maker campaign, Beasley Direct and Online Marketing, Inc., can help! Get a free consultation.

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

The post Join Laurie Beasley, Co-Founder and President, Beasley Direct and Online Marketing, Inc., in a Workshop on “New ‘Meeting Maker’ Tactics for Marketers to Get and Schedule Appointments for the Sales Team” at Women In Consulting’s® South Bay Satellite appeared first on Beasley Direct and Online Marketing.

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

Enroll in the recorded online workshop here.

In this session, we’ll look at how to make a comprehensive demand generation go-to-market plan. Discover the best list building and augmentation tactics. Learn how to approach lead scoring and nurturing. How to make marketing automation work for you and not the other way around. Finally, we’ll discuss how to optimize each inbound and outbound marketing channel for B2B. Lots of case studies will be included in the course to support key points.

What you’ll learn:

• Making the go-to-market plan
• Demand generation list strategies
• Tools for determining buyer intent
• Lead scoring best practices
• Optimizing lead nurturing
• How to make marketing automation work for you (and not the other way around)
• What PPC, SEO and Social Strategies work best
• How to optimize Email, Direct Mail and Telemarketing

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 Lead Funnel Audit. Learn more here.

The post Join Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., in a Live Online Advanced Demand Generation and Lead Conversion Workshop appeared first on Beasley Direct and Online Marketing.

Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., will be teaching live online demand generation fundamentals workshop for the Direct Marketing Association of Northern California.

Enroll in the recorded online workshop here.

This course takes a fresh approach to demand generation, by helping you set goals with the Sales department, manage the touch points for lead qualification and optimize your communication channels for maximum success.

The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and winning over modern B2B buyers requires organizations to revolutionize their marketing approach. To compound the problem, Sales teams demand higher quality “sales-ready” leads to hit their numbers. It can take 7 to 13+ big touches to generate a qualified sales opportunity. The marketer is on the hook to manage and deliver the sales qualified leads, and this session will help you deliver. 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 and beyond.

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 Lead Funnel Audit. Learn more here.

The post Join Laurie Beasley, President of Beasley Direct and Online Marketing, Inc., in a Live Online Demand Generation and Lead Conversion Fundamentals Workshop appeared first on Beasley Direct and Online Marketing.

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.