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Case Study Monday: Increasing Enrollment Using Intelligent Direct Marketin
2008-06-09 16:30:00
Welcome to Case Study Monday . Today, we're featuring a Marketing Sherpa case study on how an educational institution used a solid direct marketing strategy to increase enrollment in it's online program. This is a great example of how you utilize an analytical approach with a multi-channel strategy to get really excellent results! We hope you enjoy this case study.SummaryProspects for your products and services can come from anywhere and show up at almost any time. But how do you get those leads in the first place and keep them “warm” once they’re in the pipeline? See how a school’s marketing team doubled enrollment with a nurturing campaign that included targeted online advertising, search, telemarketing and email. ChallengeAdult distance learners are a difficult demographic for colleges to attract. It’s not like targeting high school students within a certain radius and knowing that many of them will be interested in you simply because of your location.Ronald...
More About: Intelligent , Direct

Marketing Links
2008-06-05 20:33:00
Here are some of the interesting articles or blog posts we followed this week:This experiment has got me intrigued! Social Networking Dominator is promising to "use social marketing and social bookmarking to launch a brand new site into the web traffic stratosphere. I’ll be doing this with high speed SEO, social networking, social bookmarking & video marketing." Their goal is make their website profitable within days. You can follow their progress at socialdominator.com. I'll be checking in frequently to see what tricks they have up their sleeves.For those of you who like free things (and who doesn't, right?), you might want to sign up here and ask for Nicky Jameson's 19 New Rules of Social Media Copywriting. I received the tips and learned some things. If you're wondering how to customize your style to maximize your social marketing efforts, this free report might help.From PR Weekly, check out this article titled: Executives join social media conversation.It talks...
More About: Marketing , Links

Some Thoughts on Social Media
2008-06-05 16:48:00
By now, you know that we love social media. After all, we attend Social Media tradeshows, we author not one, not two, but three blogs and we are avid commenters and Facebook contributors (particularly on our favorite Facebook page, "What I Saw at the Direct Marketing Revolution").We've even taken the additional step of proposing to be blog authors for some of our very favorite clients. Hey, we think we're pretty good at it -- why not help our customers be good at it, too?So, today when I came across two really interesting and insightful articles from a couple of fellow bloggers about what Social Media is and isn't, you can imagine that I thought it was definitely worth a blog post to share these musings with our favorite readers.First, I read Marc Meyer's post on his blog "Emerson Direct Marketing Observations." Marc discusses 11 things that Social Media is Not. As you can probably guess from the title, Marc outlines his thoughts on what social media isn't . . . all in an e...
More About: Thoughts

Two Thoughts on Generational Marketing
2008-06-04 17:30:00
It's so very important (and quite interesting, too) to understand how generational attributes need to be considered when marketers are developing campaigns. If your goal is to make sure that your message resonates with your target audience (and let's face it, that's a key goal for any direct marketing program), then you absolutely cannot ignore generational attributes.I thought I would share two perspectives on two different generations.The first article is from Precision Marketing : Marketing messages ‘irrelevant’ for over 50s. It discusses how so many marketers are missing the boat when it comes to targeting the mature market."The mature market is being neglected and misrepresented by marketers, with over 60 per cent of the over 50s believing that advertising aimed at them presents them as infirm or immobile."Contrary to many common beliefs, the research also showed that online shopping is the preferred channel for Seniors.So, if your market is an older one, you absolutely...
More About: Thoughts

Mobile Marketing: How Will it Grow?
2008-06-03 16:36:00
Over the past five years or so, there's been more and more discussion about integrating mobile marketing into the direct marketing mix. You can find almost equal opinions on either side of the equation. Some feel that marketing to wireless phones won't work because the content isn't quite there yet, and consumers will feel that it is too much of a hassle to integrate mobile into their lives. Others feel that, as marketers, you're definitely missing the boat if you aren't actively engaged in strategically placing mobile marketing as an integral channel in your multi-channel marketing plan.DM News just posted an article with two very different viewpoints on this subject. Entitled "Should Cell Ads Cost more than Web Ads," they pit Roger Woods, SVP and GM of the Americas at Amobee Media Systems against Robert Arena, VP and Interactive Director at Carton Donofrio Partners. Both gentlemen bring up some very interesting points in this very topical debate.Woods argument is that "w...
More About: Marketing , Mobile , Mobile Marketing , Grow

Case Study: Database Builds Loyalty for Casino
2008-06-02 17:26:00
Today's direct marketing case study comes to us from Equifax. Since we enjoy reading about how technology (in this case a marketing database) impacts overall performance, we thought we'd share. For those who are grappling with the decision as to whether to build your marketing database in-house, or use a service bureau, you should continue reading.Client ProfileA leading gaming and entertainment company, operating riverboat and hotel casino complexes across the U.S.ChallengeTo increase customer loyalty and drive repeat visits to their casinos, the client targeted direct marketing programs to their existing customers. They were using their operational database and very basic tools to generate direct marketing programs. To enhance campaign effectiveness, they wanted to conduct more testing and better target their direct mail and e-mail campaigns, but did not have the infrastructure to address the challenge.SolutionThe client engaged Equifax to conduct a requirements and feasibili...
More About: Study , Casino , Database , Case , Loyalty

Favorite Weekly Links
2008-05-30 16:16:00
Can you believe that it's already Friday again? Dang -- I love these short weeks! Anyway, here are our favorite links this week. Hope you enjoy them.I love this first post by the Servant of Chaos. Entitled "Seeing the Wonder in Technology," Gavin Heaton discusses how cool it is to be able to engage with the technology today and communicate real-time with folks across the globe. And it's all at our fingertips. It's very cool and as I pointed out in a comment, it hasn't been that long ago that none of this was possible. I remember when internet access was restricted at AT&T in the 90s because the leadership team thought people wouldn't work if they had access to the internet. Can you even imagine doing your job without it today? And that doesn't even take blogs, podcasts, instant message discussions and the like into consideration. Great post!The next post we really liked was my 2 cents: Holding the bag? Author David Reich discusses the recent announcement by Am...
More About: Links , Weekly , Favorite

How to Get a Raise
2008-05-29 17:41:00
Let me start off by saying (just to be perfectly clear!)--today's post is not only for the direct marketing industry.With that said, I think all of you direct marketers can benefit from this sage advice I found today on Laura Rowley's Money and Finance site on Yahoo. The article provides Seven Ways to Get a Raise in a Soft Economy.Essentially the article acknowledges the soft economy we're facing today, but urges people not to let the economy stop them from seeking a pay raise."Employers will shed 45,000 jobs a month on average in the current quarter, forecasters predict, and unemployment will rise to 5.5 percent from 5.1 percent by the fourth quarter.At the same time, companies are expected to hand out raises of 4 percent this year, according to a survey by the Washington-based Economic Research Institute."Here are her tips to help you get that 4% raise (or even a bigger one!):Mistake No. 1: Assuming you can't ask for a raise. In a nutshell--if you don't ask, you won't get ...

What Does Poor Data Quality Cost You?
2008-05-28 16:33:00
As you work hard to squeeze the most out of every direct marketing dollar, one of the most important ingredients -- and one that is often overlooked -- is data quality. And, as we market to our customer databases, it is so important that the data that is housed within it is accurate.In a recent article in BtoBOnline, Bob Orf, President of Data Mentors describes how the cost of direct marketing with dirty data can wreak havoc on already stretched budgets. As Bob points out, "As one-to-one relationship marketing becomes more the norm, databases are expanding at exponential rates. In fact, corporate databases double in size roughly every six to nine months. These two factors alone should be sufficient stimulus for businesses to get their databases in order in a cost-effective manner. The average business database contains a staggering amount—15% to 40%—of bad data. That means roughly one in four pieces of marketing material mailed is worthless."Yikes! That'll keep you up at nig...
More About: Cost , Poor , Quality

Practical Social Marketing
2008-05-27 17:24:00
Just like all of you out there, I read lots of news, blogs and articles each and every day. Part of this curiosity is my need to keep up-to-date on what's going on in marketing, and part (quite honestly) is to ensure that we keep coming up with new info to share with readers of this blog.So, when I come across information that I can take action on and use almost immediately, I get really happy. That's what happened this morning when I came across a super article on how B2B marketers can make use of social marketing. Be forewarned--this is not the usual advice on how corporations need to create a blog to initiate a dialog with their customers (although we believe that IS important). It also does not give the same advice to put up profiles on places like Facebook, just so your brand can have a presence there.What it does provide is practical tactics centered around using social marketing for B2B marketers. The article, which essentially consists of an interview with Bianca Garc...
More About: Marketing , Social

Our Fave Five!
2008-05-23 17:08:00
Welcome to our Memorial Day Weekend version of the Friday Blog Log! Get those barbeque's fired up people!Here are our favorite links of the week:In honor of the season approaching, here's a great post from the Extreme Horizon Surfing Blog. Author "Northcore" posts many compelling questions about being a true surfer on this blog. In this post, he discusses how to determine if you are a true surfing addict. This is an entertaining blog and a good one to get us all ready for Sum-Sum-Summertime!Next, we'd like to feature the Diva Marketing Blog. In this post, our favorite Diva interviews Richard Binhammer on how Dell has integrated Social Media into its marketing plan. Binhammer provides some great insight on how a large corporation is utilizing social media successfully to have more meaningful conversations with it's customers. Great interview and lots of thought-provoking insight!Our buddy, Robert Rosenthal, featured a very compelling post on Freaking Marketing. Entitled "...

Identity Theft Happens...
2008-05-22 17:45:00
I try at all times to keep my inner cynic at bay. But, I have to tell you that every time I see the commercial for LifeLock come on TV, I cringe. You know the one--there's a big truck printed with a guy's social security number and the ad is touting his service that is designed to stop identity theft. He's so sure that his service works, that he doesn't mind sharing his social security number--with everyone.To me, that's simply an invitation for a cocky thief.Well, apparently, a smart criminal rose to the challenge and has succeeded. Check out this article just in: ID-protection ads come back to bite pitchman. From the article:"Davis (the president of LifeLock) acknowledged in an interview with The Associated Press that his stunt has led to at least 87 instances in which people have tried to steal his identity, and one succeeded: a guy in Texas who duped an online payday loan operation last year into giving him $500 using Davis' Social Security number."The failure to pro...
More About: Identity Theft , Theft , Identity

Customer Preference Key When Planning E-Mail Campaigns
2008-05-21 17:49:00
We're big believers in letting the consumer or business dictate which channel and how often they prefer to receive communications. By paying attention to these factors, direct marketers can make the most out of each DM campaign. This is becoming increasingly important when it comes to e-marketing.According to DM News today, Habeus, Inc., has just conducted some research that concurs with our thoughts. The study looked at how e-mail and online interaction with businesses overall is being adopted by consumers. A few key points that came out of the study were that, overall, more consumers prefer to receive e-mail messages from direct marketers -- in fact, it is the channel of choice most of the time.Here's a snippet from the article: “'E-mail is still vital, and it will continue to be,' said Des Cahill, CEO of Habeas Inc., of the fact that 67% of respondents prefer e-mail as a communications channel compared with other online vehicles and 65% believe this will continue in th...
More About: Mail , Planning , Customer , E-Mail , Campaigns

Good Economic News for Marketers
2008-05-20 01:23:00
These survey results just in from The CMO Club, an association of over 1,200 CMOs: Direct marketing budgets are not likely to be cut, even in this economic down-turn.So says the Phoenix Business Journal's release of preliminary survey results on Marketing in a Recession. Know that full results from The CMO Club will be announced today at their CMO CLUB Summit in NYC, and we'll update this post with a link to the actual results.Survey: Marketing efforts likely to survive downturn-driven budget cuts.From the article:"Seventy-one percent of chief marketing officers in the study do not plan on cutting their company's marketing budget, while only 14 percent said they would.Other key findings: When asked which budget line items would be cut first, advertising and mass marketing strategies (32 percent) were cited most frequently. Online strategies, such as search engine optimization and online marketing campaigns, were cited as the least likely to be cut, followed by public relat...
More About: News , Economic , Good , Marketers

Case Study Monday: Using Fun to Create Direct Marketing Success!
2008-05-19 19:27:00
Welcome to Case Study Monday. Today, we are featuring a case study from Marketing Sherpa on how B2B marketers can effectively use B2C direct marketing tactics with great success. Even more interesting, the company in this case study, Agilent, used fun with the right product line and the best channel to deliver out-of-the-ballpark results. We think you'll enjoy this one! Challenge: Marketing measurement instruments and lab supplies to scientists and researchers typically requires communications heavy in detail and data, says Christine Cox, Marketing Programs Manager, Agilent Technologies.Last summer, though, Cox and her team wanted to try a new campaign that would stand out from the typical, data-heavy efforts they frequently run. “Think about getting all that email from us, our competitors and scientific journals. We wanted to break through their inbox and wanted our customers to have a little fun.”They had been experimenting with B-to-C marketing for a line of consumab...
More About: Direct Marketing , Success , Direct

This Week's Links
2008-05-16 17:25:00
Wow, I'm simply amazed at the power of the pen. Yesterday we participated in the Bloggers Unite initiative which was designed to "harness the power of the blogosphere to make the world a better place. By challenging bloggers to blog about a particular social cause on a single day, a single voice can be joined with thousands of others to help make a real positive difference." Stefanie, of the Focus Organic blog was kind enough to categorize the hundreds of blog posts from yesterday. With topics ranging from Children's Rights to Human Rights in China, we urge you to take a look at what fellow bloggers accomplished yesterday. I'm really proud that we participated.Now on to our favorite marketing links!This post from the Mobilestorm Digital Marketing Blog provides an excellent synopsis of how to use and how not to use MySpace and other social networks in your social marketing program. It advises marketers that there is a warning to be found in the recent grand jury indictment of ...
More About: Links

Human Rights in New Orleans -- Post-Katrina
2008-05-15 16:39:00
As anyone who reads our blog knows, we love our blogs (all three of them!) -- and the whole premise of social marketing. Why? Because of the honest exchange of ideas and deep conversations that can occur through this medium.Well, in case you're wondering about the topic of our post today, BlogCatalog is sponsoring a Blogger's Unite initiative today, May 15th. The purpose? Quite simply to use the power and passion of the blogging community to call attention to something more important than how to acquire your next customer or create your next e-marketing campaign -- Human Rights .Today, as you're perusing your favorite blogs, you'll see a virtual plethora of posts about Human Rights globally. We've chosen to post on a city that is near and dear to our hearts -- New Orleans -- who suffered a great catastrophe in 2005. What we want to call attention to today, is that although Hurricane Katrina happened almost 3 years ago, New Orleans has not yet recovered. And, what happened ...
More About: Post

Exciting New Wireless Broadband Venture
2008-05-14 17:45:00
When Google is part of a new company, I personally perk up and listen.I was thrilled to see this press release from Sprint, announcing the creation of a new, "next-generation" wireless broadband business.The high-points from the release:Sprint and Clearwire to Combine WiMAX Businesses, Creating a New Mobile Broadband CompanyIntel, Google, Comcast, Time Warner Cable and Bright House Networks to Invest $3.2 Billion in Combined Company, at Target Price of $20.00 per ShareFormation of New Company Brings Together the Nation's Leaders in Communications, Technology Innovation and EntertainmentNew Company to Speed Deployment of First Nationwide Next-Generation Mobile WiMAX NetworkFrom the release:Clearwire Chairman Craig O. McCaw, said, "The power of the mobile Internet, which offers speed and mobility, home and away, on any device or screen, will fundamentally transform the communications landscape in our country. We believe that the new Clearwire will operate one of the fastest and most ...
More About: Venture , Wireless

Updates to the CAN-SPAM Act of 2003
2008-05-13 18:06:00
Well, after five long years, the Federal Trade Commission has taken another look at the CAN- SPAM Act of 2003, and approved four new rule provisions for the Act in a move to clarify it's requirements. According to this recent DM News Article: The new provisions include the following: An e-mail recipient cannot be required to pay a fee, provide information other than his or her e-mail address and opt-out preferences, or take any steps other than sending a reply e-mail message or visiting a single Internet Web page to opt out of receiving future e-mail from a sender.The definition of “sender” was modified to make it easier to determine which of multiple parties advertising in a single e-mail message is responsible for complying with the Act's opt-out requirements.A “sender” of commercial e-mail can include an accurately-registered post office box or private mailbox established under United States Postal Service regulations to satisfy the Act's requirement that a commercial...
More About: Spam , Updates

Case Study: Verizon Targets Small Businesses with Direct Mail
2008-05-12 17:51:00
It's Monday and that means it's time to focus on a marketing case study. This week we've chosen Verizon and their successful direct marketing program that targeted small businesses. The full case study can be found here, published by Deliver Magazine. We liked this one because it goes back to the basics of using traditional direct marketing tactics, such as significant testing, a creative package that will get opened and proper data targeting.Pushing the Envelope - Verizon Reaches Out to Small BusinessesChallengeIt’s no secret that big companies often don’t do well when making overtures to small businesses. In many instances, their outreach efforts fail not because big businesses don’t have anything worthwhile to offer but because major marketers aren’t very good at holding the attention of small entrepreneurs.BackgroundIn fall 2006, the telecom giant began sending out a test mailing of direct mail pieces that bore a striking resemblance to an all-too-familiar office-s...
More About: Mail , Study , Direct

Best of the Best -- TGIF!
2008-05-09 17:25:00
Welcome to this week's edition of the Friday Blog Log!Let's get started with a good, all-around link. Dean Rieck's Direct Creative Blog post on "How to add Oomph to your Offer," provides us ideas on how to tweak your offer to make it resonate with more people. He also provides a document on proven offers that you can use when pondering your next great direct marketing campaign. In addition, if you sign up for his monthly newsletter, you'll get a plethora of great thoughts and ideas. In this month's newsletter edition, Dean comments on everything from balancing your life to great books covering a myriad of topics to helpful advice on increasing your direct marketing effectiveness. Dean provides so much valuable information in each edition -- and I look forward to reading it each month.Next, I found a new (to me) blog out there that I really like by Ed Lee. It's called Blogging Me Blogging You, and the post I'm featuring today provides some of Ed's interesting researc...

Direct Marketing Dilema: Balancing Privacy and Targeting
2008-05-08 17:19:00
This morning, two completely different articles from DM News caught my eye and got me thinking.The first: CDD pushes FTC on privacy in mobile"The Center for Digital Democracy (CDD) and the US Public Interest Research Group are taking on the Federal Trade Commission to address privacy issues in mobile marketing."Apparently, the CDD wants the FTC to address privacy in mobile marketing, including regulating profiling and targeting."The new complaint addresses marketing practices from a technological level. It will examine Enpocket's Personalization Engine, a behavioral technology for the mobile device. It will also look at technologies from other companies which profile gender, age, language, income, education, country, state, ZIP/postal code, GPS coordinates, behaviors and in the context of voicemail and text messages."When I take off my direct marketing hat and think about mobile marketing from a consumers' perspective, it can be a little frightening. Marketers can know where I a...
More About: Marketing , Direct Marketing , Privacy , Direct , Targeting

The Impact of Our Next "Great "Generation
2008-05-07 19:40:00
Last Friday, I attended an excellent workshop and networking event at the University of Southern California's (USC) Center for Telecommunications Management (CTM). It was the fifth workshop in the CTM series "Understanding the Networked Digital Industry." The series focuses on exploring the new landscape of the networked digital industry which they define as "the emerging business ecosystem created by the convergence of new digital technologies, products, services and content enabled by new broadband and wireless networks." Phew -- that's a mouthful!As you know, we have been part of and consultants to the telecommunications industry for many years, and we like to imagine that we are up-to-speed on how these emerging technologies are impacting the direct marketers' suite of tools in which to communicate with the customer. As a matter of fact, the Executive Director of CTM is one of my favorite ex-SVP's at AT&T, Morley Winograd.Morley is brilliant -- and it's always grea...
More About: Great , Generation

Email Subject Lines
2008-05-06 17:40:00
Sometimes it makes a lot of sense to get back to basics--to review direct marketing principles and remember to apply those learnings to current campaigns.This article made me think hard about an email marketing essential--the proper subject line. Man Bites Giraffe: Some Awesome (and Awful) Email Subject Lines .The author, email marketing expert Josh Nason, has collected a wide variety of emails and he comments on what lines are effective, and why they're effective. I tend to agree with most of his observations. And, I definitely agree with his 'golden rule.'"Always remember the Golden Rule of email marketing subject lines: Tell what's inside, don't sell what's inside."A reader should know what to expect in that email, and, if at all possible, should be intrigued enough to actually take the step to open it. Tougher than it seems, that's for sure.Some other ideas we have on the topic of email subject lines:As firm believers of testing, we urge you to test versions of your sub...

Case Study Monday: Growing Lists and Lift ing Response with Effective Segm
2008-05-05 17:25:00
Happy Cinco de Mayo!And, welcome to another Case Study Monday . Today's case study comes to us from Marketing Sherpa and it's a great one! Take a look at how this e-retailer used segmentation on its email campaigns to help weather an economic downturn.SUMMARYAn e-retailer has been using gender- and store-specific email promotions to lift revenue and grow their customer mailing list. CHALLENGEWith consumers tightening their spending habits, many email marketers will be happy to see any kind of sales increase this year. James Connell, Senior Director for Ecommerce, Digital Marketing & New Media, Roots, a Canadian-based clothing multichannel retailer, realized late last year that his company might be affected, too. That’s why he and his team decided it was a perfect time to boost the relevancy of their emails.“We needed to do a much better job of driving people to something that’s relevant,” Connell says. “I had been signing up for our competitors’ emails, and ...
More About: Lists , Growing

Favorite Marketing Links
2008-05-02 17:51:00
It's Friday (finally!) and that means it's time to share some of our favorite blog posts from this week.I loved this post on the PSFK blog about the New York store, Steve and Barry's, which is selling quite fashionable clothing at prices even Walmart can’t compete with. For example, dresses for $8.98. Yes, under $10! The clothes are designed (and even worn) by fashionistas such as Sarah Jessica Parker. How can they do it? They keep overhead to a minimum and are not advertising at all. Well, at these prices, and if the quality and chic-level is as high as promised, they don't have to advertise. You know I love new and interesting ways to sell things. And, I have a tiny bit of fashionista-wanna-be in me. So, this concept really intrigues me. I'll keep my eye on Steve and Barrys!From Matt Blumberg's OnlyOnce blog is this post: You Have to Shoot to Score. It talks about how successful entrepreneurial companies need to continually take risks if they want to maintain steady ...
More About: Marketing , Links , Favorite

Direct Marketing Strategy: Taking the Time to Think Through the Direction
2008-05-01 20:29:00
We're big proponents of approaching the marketplace with a focus on the customer. And, we truly believe that you can better target and appeal to the customer if you actually listen to them and use an analytical approach to better understand their preferences. In our view, successful direct marketing strategies are centered around the customer. Those that aren't will never be as effective. Period.In working with a couple of our clients recently, I got to thinking that for some reason, today it is more difficult to get them to understand this point. Why? Everyone is trying so hard to keep up with the day-to-day, that they aren't truly focused on where their marketing efforts are headed. They are more focused on getting the campaigns out the door. And, we're finding that the results tracking falls by the wayside if we aren't focused on assisting with this effort. Marketers are just trying to keep the calls and buyers coming in. While this is important -- you must take th...
More About: Marketing , Direct Marketing , Marketing Strategy , Strategy , Time

New SPAM Law Considered in California
2008-04-30 17:51:00
Why is it that this type of legislature starts in California ? Not sure why, but it actually makes me proud to be a native California gal!The San Francisco Chronicle reported: Bill toughening anti-spam law in works.The article discusses the introduction of a new bill whose goal is to go beyond the Federal CAN-SPAM Act and attempt to reduce the amount of SPAM we receive in our in-boxes."Details are still up in the air, but the goal is to get tougher on spam, or unwanted e-mail, by prohibiting falsity and deception."As always, there are two sides to this story. The bill's proponents and co-author Dan Balsam of DAN HATES SPAM, firmly believe that this bill will go a long way in stopping false and deceptive commercial email. They don't believe that CAN-SPAM did enough."Federal law has been ineffective at stopping spammers, Balsam said, in part because it prohibits individuals from suing the spammers in federal court. Instead, litigants must rely on California's current law, which d...
More About: Spam

Using Profitability to Measure Direct Marketing Campaigns
2008-04-29 18:02:00
As you know, we are huge proponents of measuring the effectiveness of each and every direct marketing campaign -- and looking specifically at the profitability of all DM efforts. If you don't do this, how can you improve your programs over time to ensure that your profits continue to grow? Further, how do you prove to your leadership team (or yourself) that the costs spent on marketing are well worth the effort?Our friends at Acxiom have just written about this very topic in their latest newsletter, and they came up with a quick and easy template that you can use for your own direct marketing efforts. We like this simple chart because there are some key takeaways to hone in on no matter what the size of your marketing organization.Take a look at this chart:If you were just looking at the response rate to measure the effectiveness of these three tests, you'd think (and probably promote internally) that the campaign with the offer of the free gift was the most successful. I mean...
More About: Marketing , Direct Marketing , Direct , Campaigns

Case Study: Importance of B2B Lead Scoring
2008-04-28 16:59:00
You know that we're huge advocates of using statistical techniques to improve marketing performance. So, when I listened to Richard Sharp, VP of Marketing for Marqui speak on the topic of lead scoring at the Innotech e-marketing conference earlier this month, I knew it would be a great session. Richard spoke about how important it is for marketing to qualify leads through an objective scoring system, prior to handing the right leads over to sales.We couldn't agree more and we decided to highlight a Marqui client success in this Monday's Case Study . This success story comes directly from their sales literature.Background and ClientStrangeloop Networks develops a family of network appliances designed to help businesses optimize the performance of their website or web-based application. Their business clients can then deliver new features and applications faster and at a lower cost without changes to software code or hardware infrastructure.ChallengesStrangeloop Networks was a new...
More About: Lead