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Tag Archive: improve response rates

B2B marketing tip #159: Snipe hunt

B2B Marketing Tip of the WeekImprove the response rate on your next customer mailing by creating a compelling snipe on the exterior envelope or mailing panel. The best teasers combine an intriguing image with a short phrase or offer, with the pay-off found inside the mailing.

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B2B marketing tip #107: Instant availability

B2B Marketing Tip of the WeekHaving great online content isn’t enough anymore. In today’s world of social sharing, your articles, videos, ebooks and other resources also have to be easy to get and available immediately.

That means no more lengthy forms with a dozen required fields, or collecting information now and sending out materials hours or days later.

Review your campaign landing pages and online properties with a critical eye for ease of access. Check out the websites of industry thought leaders for ideas on streamlining the process.

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B2B marketing tip #81: Don’t forget the postscript

B2B Marketing Tip of the WeekAdding a P.S. to your email or direct mail communications is a quick and effective way to boost response. It’s one of the most read elements of a message.

Make yours more than a mere afterthought—summarize your key message and include a compelling call to action.

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B2B marketing tip #50: Ready, set, action

B2B Marketing Tip of the WeekBuild a better website by focusing on action first and content second.

Think and plan with your prospect’s behavior in mind. What does your ideal web visitor want to accomplish on your site? What actions do you want this visitor to take?

Develop interactive content and navigation that lets visitors achieve these tasks with the fewest clicks possible.

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B2B marketing tip #47: Ace this exam

B2B Marketing Tip of the WeekMarketing is a constant learning curve, making campaign testing a must.

Split your list into two or more random segments, testing only one variable at a time with a single group. Repeat successful findings with a larger group to verify results.

For online campaigns, use testing to determine which subject lines, offers and days of the week produce the highest open and click-through rates.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #46: Need generation

B2B Marketing Tip of the WeekCut the time to close in your sales cycle by focusing on what really triggers a buyer: a problem that your product or service can solve.

Save feature-benefit discussions until after a prospect clearly states their pain points. Remember, it’s not a lead unless there’s a need.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #42: Improve tradeshow ROI

B2B Marketing Tip of the WeekMake sure the resources allocated to your next event match its potential. Set a clear goal up front and drive all event-related activities toward meeting it.

Common goals include: number of booth visitors and number of leads generated during the event, and number of sales appointments set and opportunities produced within a certain timeframe following the event.

Remember, few tradeshows produce new business directly; set up a mechanism to track and measure leads over time as they mature into qualified sales opportunities.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #39: Know your list

B2B Marketing Tip of the WeekNothing fuels stronger response than talking to the right people. So are you? Pull a random sample of your house list and audit the records. Look for decision-maker names and titles, record completeness and accuracy of information. Work with sales, or a firm that specializes in database marketing, to improve your data quality.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #34: Calling all prospects

B2B Marketing Tip of the WeekLet’s be clear: “For more information” is not a call to action—it’s a waste of words. Eliminate these generic closing statements from your marketing campaigns. Use this valuable real estate for a compelling close that reinforces your brand differentiators and shows prospects the next action in the sales cycle.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #26: Get lost

B2B Marketing Tip of the WeekClose the loop on lost leads and sales. Add a required field to your database or sales process that captures the reason(s) your organization doesn’t win business. Regularly analyze this information with sales and product management to improve future campaigns and better understand your market.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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