Laurie will discuss how to accelerate Account Based Marketing (ABM) campaigns by integrating tactics such as dimensional direct mail with a combination of email and tele-prospecting touches to schedule meetings, demo and sales appointments.  The dimensional direct mail is especially helpful in getting noticed, communicating the value proposition and in presenting a creative offer/incentive for a prospect to sit through a demo session.  Laurie will discuss extensive case studies on “meeting maker” campaigns, and sales “door-opener” campaigns. In one case study, a combination of dimensional 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 take-aways for the event will include:

• How to decide on a fantastic offer
• What multi-touch strategies to deploy and in what order
• Why dimensional direct mail is ABM’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

About Laurie Beasley

Laurie 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

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 Norcal BMA

The Norcal BMA is the Northern California Chapter of ANA Business Marketing and it was first established in San Francisco in 1938. The people who make up our organization are marketing professionals who do the big jobs, who define business goals, direct business strategy. They serve as VPs, managers, entrepreneurs, and professionals who stand out in any professional crowd.

Get a FREE Reverse Sales Funnel Audit. Learn more here.

The post Laurie Beasley speaking at NorCal BMA’s September 2018 event appeared first on Beasley Direct and Online Marketing.

Anritsu is a leader in electronic instruments used by the wireless industry. The instruments are used to test and troubleshoot cellular tower transmission lines and base station transmitters. However, BTS Master Base Station Analyzer market penetration lagged other Anritsu products. And, Anritsu had been unable to penetrate the executive suite at top cell phone companies because competitors were strongly entrenched.

We had to convince decision makers our instrument was so much faster, more accurate and more compact that they would buy it the next time they needed a base station analyzer. But, before we could do this, we had to get their undivided attention with a multi touch marketing door-opener campaign.

The First Touch: life-size box, letter, brochure and response card with invitation to a custom microsite for an in-person demo and iPod shuffle.

The First Touch:

The life-size box showed off how compact the new instrument is in comparison to competitor’s large and heavy products. Inside were a letter, brochure and response card. We invited prospects to come to a custom microsite where they could sign up for an in-person demo. Additionally, demo participants would receive an iPod Shuffle preloaded with BTS Master technical material. All components were personalized. Not only with the recipient’s name but also with technical benefits which differ from carrier to carrier.

As a second touch point, we executed an email to the same lists with the same offer including personalization. Finally, in the third touch point, we followed up with outbound telemarketing setting up appointments with responders. And, to increase conversion from prospects who had not responded we contacted them.

The Second Touch: an email to the same lists with the same offer including personalization.

Goals:

We had two goals for this multi touch marketing campaign:

• Firstly, meet or exceed a projected initial response rate of 2-5% (people who received the mail or email and went to the landing page).
• Secondly, of these, prequalify 10% to meet the internal criteria of “sales ready leads”—i.e., a prospect who is ready to sign a purchase order if the product meets their needs. (This goal equates to 0.2%-0.5% of the initial mail/email quantity.)

Actual Results:

• 7% of total target contacts visited the landing page.
• 4% of total targets filled out the contact form.
• Of these, 49% were qualified as “sales ready leads” during the follow-up call to set up their in-person demo appointment.
• Through additional telemarketing, a total of 8% of ALL contacts were qualified as “sales ready leads”— a result 1,000%-4,000% better than the original projection.
• Over $3,000,000 of potential sales have been added to the pipeline and more are anticipated as the leads were being followed up.

Best of all, we won an International ECHO^TM Award for this campaign.

We won an ECHO Award!

The ECHO Awards honor the world’s best marketing campaigns, that have raised the bar in terms of strategy, creativity and results.

Laurie B. Beasley

Laurie B. Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc. Beasley Direct is a Silicon Valley direct marketing agency that has managed search, email, online, and demand generation campaigns for nearly 100 companies. Ms. Beasley serves as President of the Direct Marketing Association of Northern California. Laurie manages the eMarketing Roundtable for the BMA Northern California. She is also an instructor of online marketing at UC Berkeley Extension and teaches for the Online Marketing Institute. Ms. Beasley frequently speaks on online marketing and demand generation topics for marketing organizations, including the DMA, BMA, AMA, Tech Council, and the Online Marketing Summit.

Beasley Direct and Online Marketing, Inc. is known for bringing the latest marketing strategies to online and direct marketing. The company provides services in email marketing, search engine optimization, social media, pay-per-click (PPC) advertising, website design, media planning, 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. Beasley Direct and Online Marketing is privately held and headquartered in the Silicon Valley suburb, Morgan Hill, California. For more information, go to www.BeasleyDirect.com or call Laurie Beasley, President, at 408-782-0046 x21 or email lbeasley@beasleydirect.com.

The post How We Beat Goals by 1,000% and Won an Award for Anritsu with a Meeting Maker Campaign appeared first on Beasley Direct and Online Marketing.

The DMA sponsored the direct marketing response rates survey , along with Demand Metric Research Corporation, from December 2014 to January 2015 with a total of 612 responses collected, 485 of which provided usable data. The purpose of collecting this data is to track the Response Rates of different marketing avenues from a very extensive sample size. This data will allow marketers to compare their success with results from other companies and determine where to concentrate their efforts next. Below are some highlights from the report.

Mobile

Of all the samples in the Direct Marketing Response Rates Survey mobile marketing was the smallest. According to the survey graph showing the amount companies reported using each marketing medium, picture above, only 18% of companies are including mobile in their campaigns. The survey participants reported their primary use of mobile advertising campaigns are to make a direct sale (33%), followed by lead generation (26%) and driving brand awareness (26%). However, about 42% of the survey participants didn’t know the click-through rate for mobile ad campaigns, which made it hard to report on the response rates.

Email

Survey Participants did not have the same trouble reporting on their email campaign response rates, as with mobile. In fact, email retains the top spot in terms of the number of organizations that reported using it at 82% use in promotional campaigns. However, Click through rates were lowest for lead generation emails sent to prospect lists (3-4%) and highest for B-to-B emails sent to house lists (17-18%). Open rates ranged from a low of 7-8% for emails sent to prospect lists to drive traffic. Ironically, emails sent to house lists to drive traffic enjoyed the highest open rate at 23-24%.

Online Display

Slightly over half of companies report that lead generation is their primary purpose for campaigns. Conversion rates were lowest among digital media types, at between 1.1% and 1.5%, which is a 17% decrease from the previous years. The low click-through and conversion rates likely contribute to the highest CPA among digital media types in the study, ranging from $41 to $50.

Paid Search

The use of paid search has gone done almost 10% in use by companies since 2012, according to the report. Two-thirds of the survey participants who use paid search reported using both brand and generic keywords in their paid search campaigns. Conversion rates ranged from 2 to 6%, with an overall rate of 4% for branded and 3% for generic keywords.

Paid search was reported to most frequently be used by survey participants in mixed B-to-B/B-to-C campaigns (30%), followed closely by B-to-C campaigns (29%). Branded keywords in the B-to-C environment enjoyed the highest click-through rate at 5-5.9%, while generic keywords in the B-to-B environment had the lowest click-through rate at 2-2.9%.

Social Media

Social media, which was included for the first time in the Response Rate Survey, had one of the lower click-through rates among digital media types at between 2.1 and 2.5%. However, a good 37% of companies reported not knowing the click-through rates for their social media ad campaigns, so there is a significant amount of unaccounted for data.

Behind mobile, social media shows the greatest projected usage increase of this year, with 64% of survey participants indicating plans to grow social media advertising in the next year. Virtually everyone who uses social media advertising also uses mail, and over half also uses direct mail, online display and paid search.

Telephone

The primary reported purpose of telephone campaigns is almost equally split between direct sales (41%) and lead generation (37%) The response rate for telephone – between 9 and 10% – is one of the strongest of any media type in this survey, regardless of whether house or prospect lists are in use. Only 4% of survey participants report plans to decrease their tele-marketing in the next 12 months, while 36% report usage will remain steady, and 57% plan to increase their telephone usage.

Direct Mail

Over 41% of survey participants reported using Direct Mail as part of their campaigns, which is the second highest amount of any of the listed marketing types. Over half of the respondents for Direct Mail reported a monthly direct mail volume of 100,000 or less, with the median monthly mail volume falling in the range of 50,000 or less. The survey results showed that the median response rates for house lists are at 3.73%, while the median response for prospect lists is at 1.00%.

We Have All This Data, So What Now?

The data gathered by the DMA Response Rate Report 2015 shows the extent to which customers are responding to different types of marketing efforts. The purpose of gathering all this data is to help marketers plan campaigns that will get best response results for their company. The modern marketer is more likely to use more than one type of advertising, and in fact, just 35% of this study’s respondents claim to use just a single one, and that one is most often email. Gathering and providing this Response Data Report is just another way the DMA is making an effort to advance and protect responsible data-driven marketing.

If you would like to purchase a copy of the full Response Rate Report, you can do so by going to https://thedma.org/marketing-insights/bookstore/.

This post was authored by Elizabeth A. Beasley, Account Manager, Beasley Direct Marketing, Inc.

Elizabeth Beasley serves as an account manager at Beasley Direct and Online Marketing, Inc www.BeasleyDirect.com   Elizabeth manages new client on-boarding and accounts, social media, corporate presentations, corporate website, and database maintenance.  She also serves as an account manager for the Direct Marketing Association of Northern California www.DMAnc.org, managing event logistics, registration and promotion. She holds a B.A. in Strategic Communications from National University.

*DMA Response Rate Report 2015: Performance and Cost Metrics across Direct Media. Direct Marketing Association, 2015. Print.

The post Highlights from the DMA Direct Marketing Response Rates Survey appeared first on Beasley Direct and Online Marketing.