b2 b creative samples
DESCRIPTION
Goodman Marketing Partners shares a variety of creative initiatives in B2B marketing over the years. Our best practices are established and proven again and again. Call or email me to brainstorm. Got a B2B problem? If we can\'t solve it -- it can\'t be solved. Period.TRANSCRIPT
B2B Direct Marketing
A Case Study in Best Practices
Generating Lead Volume:
Tradeshows
Engagement with Tradeshow Attendees
Letter, sent to tradeshow attendees before show, invites transportation engineers to visit Autodesk booth to pick up free t‐shirt. Shirt was so popular, they ran out of them in the first day of the show.
Engagement with Tradeshow Attendees
Postcard Front
Postcard was inserted in attendees bags at architecture tradeshow. To “see” if they had won a camera, attendee was required to stop by Autodesk booth to get the 3D glasses. An architectural drawing was revealed with a “winners” or “sorry” message.
Postcard Back
Engagement with Tradeshow Attendees
Postcard was inserted in attendees bags at Autodesk user tradeshow. Recipients were invited to stop by the Subscription booth (an upsell product) to pick up their free “idea pad” (small notebook and pen). During the tradeshow, they could jot down design ideas for a custom USB drive. Winners, selected at random, had their prize produced.
Engagement with Tradeshow Attendees
Postcard was inserted in attendees bags at Gilbane tradeshow. Recipients were invited to stop by the Crown Peak booth to see if their postcard could be turned into cash. Invisible ink, seen only with the help of a special “blue light”, revealed the amount the attendee had won.
Postcard Front
Postcard Back
Generating Lead Volume:
Webinars
Webinars that work
Webinar, repositioned to each target (end‐user, manager, VP‐level), featured customer and industry expert. Client acted as “sponsor” and host only. invitation led to registration page which asked 5 questions to help score leads for follow up. Results: • 334 individual registrations from 215 unique
companies; 202 attendees.• Webinar lasted 77 minutes; average attendee
lasted 61.9 minutes• Lead scores ranged from a high of 2100 (out of
2100) to 600• The average lead score among registrants was
1135• Average score increased to 1167 among
attendees
Webinars that workWebinar series, separated each of the unique benefits of the software product, and used it as a featured topic for a webcast. Results ranged from attendees of 150 – 325.
Webinars that workPostcards, when combined with email invitations, increased webinar attendance by nearly 30%.
Webinars that work
Online, rotating banners, combined with direct mail postcards, increased webinar attendance among Public Works engineers.
Generating Lead Volume:
Online banners
Banner Ads Drive Inquiries
Online banners, placed on sites where water design engineers congregate for information, drove inquiries to Resource Page.
Banner Ads Drive Inquiries
Flash banner, placed on sites where IT professionals congregate for information, drove inquiries to Resource Page or helped drive downloads of whitepapers (see next page for details).
Guaranteed Lead Programs
Fish where the fish areWith so much digital content now available, information aggregators compile digital libraries and serve it to their audience as a download. They require a user to register at their site, and that information is then passed along to the content owner for lead follow‐up. Brands pay only for leads that have downloaded their content.• TechWeb, for example, owns the most respected and consumed
media brands in the business technology market including InformationWeek, Interop, VoiceCon, Light Reading, Dark Reading, Black Hat, and Web 2.0 Summit. Their 13.3 million global community includes CIOs, senior‐level IT managers, developers, communications service providers, and business executives from small and mid‐sized organizations to global enterprises across all vertical industries. They spend 202 million minutes a year on TechWeb sites, 6.3 million subscribe to their newsletters, more than 700,000 request and subscribe to their magazines, 400,000 participate in their web‐based events, and hundreds of thousands attend their 180+ global live events.
A GLP program with TechWeb can guarantee leads of 125, 250, or 375 leads over 3 months, or 300 leads over 1 month. Brands pay only for the leads generated.
Tandberg has posted various whitepapers to TechWeb and IT Toolbox and has generated over 500 leads over the course of a few months.
Banner Ads Drive Inquiries
Online rotating banners, placed on sites where road design engineers congregate for information, drove requests for product trials.
Generating Lead Volume:
Direct Mail
Direct Mail Starts An Engagement ProcessRoad engineers were mailed a series of posters in a “tube”. Letter provided multiple ways to get more information: attend a webinar, order a trial of the product, visit a Resource Page, or order more posters. Over 30% of cold prospects engaged in some way, starting the sales nurturing process.
Direct Mail Starts An Engagement Process
In‐demand posters, were fulfilled in a second tube mailing effort, that reinforced invitation to webinar.
Direct Mail Starts An Engagement Process
A series of direct mail pieces, targeted at C‐level decision makers, includes oversized “teleportation pads”, life size posters of colleagues, and socks (to replace yours when they were blown off by the ROI of the product).
Direct Mail Starts An Engagement Process
One‐half of a two‐way radio was sent to key C‐level decision makers at F500 companies to try and gain entrée for a face‐to‐face meeting for Barclays Global Investor sales executives. Nearly 40% responded including executives who advised that they could not accept the gift, but still wanted a meeting.
Generating Lead Volume:
Online Resource Pages
Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline the information gathering process while increasing lead volume.
Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline the information gathering process while increasing lead volume.
Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline the information gathering process while increasing lead volume.
Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline the information gathering process while increasing lead volume.
Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline the information gathering process while increasing lead volume.
Online Resource Pages
Direct mail helps drive existing customers, with whom we do not have current email addresses, to new resource page to continue the engagement process.
Relationship Building
Going beyond product sales
Training programs and course materials increase engagement
Postcard template provides reseller with marketing upsell for “Gold” technical
support
Collateral supports reseller sales force
Customer Retention:
Engage early and often
Label
Brochure
Letter
Welcome kit
Hold the customer’s hand through the product registration process and ensure they know how to access all the benefits. Later, statistics prove that those who set up and access benefits, are most likely to renew or upgrade.
Offer classes, training, and certification to increase engagement and reinforce value of product knowledge.
Certification Programs