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Framework for a Successful B2B Direct Marketing Campaign

Do you know that one of the reasons why most marketing and sales campaigns fail to achieve its objectives is the problem of marketer-audience disconnect? What the marketing message conveys, does not fit the target audience due to insufficient knowledge on the part of the marketer. 

Unlike the sales professional, who is out on the ground, engaging and communicating with his prospects and clients on a regular basis, the marketer is usually left in his office with his research and perceptions of the market, which most of the time, fail to precisely respond to what the market actually needs.

In the B2B space, typically the line that separates marketing and sales is imaginary. In fact, in many companies, sales, marketing and business development are used interchangeably; others even combine sales and marketing and call it “business development”. This is because the type of marketing that works well with B2B is onethat is more direct, relationship based, and with communications made one-to-one(instead of one-to-many).

What is Direct Marketing?

As the term suggests, direct marketing is the act of communicating directly to one’s target audience, for purposes of knowing and delivering what the market needs, which may vary from company-to-company, or industry to another.

In smaller companies with pretty simpler sales process, an internal group (telemarketing)is tasked to connect with potential clients either through phone call or email to generate qualified leads, which are then passed on to the sales or business development team to convert. Sometimes, these two groups are even merged to perform outright lead-to-sale conversion. 

With larger companies, another layer is added to build these data and profile them; that is, research and validate these pieces of information before they are passed on to the telemarketing team, so the ones to be called are only those with the highest perceived need or probability of conversion.

The problem, however, is that the larger the organization gets and more layers of responsibility come into the scene, the lesser the focus and the disconnect becomes clearer in between. So, it is important that a clear-cut framework is in place for allconcerned teams to follow in the performance of their prospecting efforts.

IPMOC (Ideal Prospects, Messaging, Offer and Conversation)
Any direct marketing campaign deals with your audience, the message you want to convey, the value proposition you intend to offer to make the message compelling, and the conversation through which the message is made engaging.
So, for your next direct marketing campaign, I would recommend that you apply the following framework:
1. Choose the right Audience.
You will want to research and get to know more about your prospects, their contacts and all pertinent information that will help you decide whether or not they have the needs, pains, challenges or aspirations you will address.
  1. Are they the right company?
  2. Do they have the perceived need of your product/service?
  3. Do they have existing budget?
  4. Are they looking to buy your product, or hire your service within the next 3 to 6 months?
Although the qualifiers vary depending on your product, these factors may be helpful in determining the quality of leads you’re dealing with.

2. Develop the right Message.

A campaign is a message or series of messages that seek to motivate, educate and ultimately persuade your target audience into committing a positive action towards your favor. However, unless this message or set of messages are relevant to yourtarget audience, it won’t appeal to them, much less grab their attention.

3. Create a compelling Offer.
A message without a compelling offer will most likely go straight to the trash bin before it’s even read. If you’re launching a new mobile app, it might be a good idea to offer a free trial, or a lite version of the same app people can use to generate initial interest.Y our offers can take many forms: an email, elevator pitch, telemarketing spiel, even a pitch deck typically delivered during a face-to-face sales opportunity meeting; all these should help you get your message across.
4. Start an engaging sales Conversation.
The audience and messaging may be right, with the most compelling offer bundled with it, but unless it’s carried out in a way that is engaging across your target audience, it may just as well fail. So, whether you do this in-house, or outsource it to an outside contractor or consulting firm, it is recommended that an alignment meeting be put in place to discuss the framework and have clarity on how it will be delivered.

While not every company may have the ideal in-house talent to wage a successful direct marketing campaign, it helps to know what constitutes an effective one. There are external consultants or agencies, which offers managed marketing services from business data to data-research, telemarketing to appointment-setting services,employing best-in-class business development professionals trained in B2B marketing and sales.

Alternatively, you can send your marketing and sales teams to the Science of Sales™2.5 days training programme to learn the complete framework of sales, so they can learn and apply the 9-Step Sales Process efficiently.

If you know anyone that could benefit from Science of Sales™ 2.5 Days CorporateSales Training, please refer him or her to us!