developing effective marketing offers to drive leads jennifer culbertson looking glass marketing...
TRANSCRIPT
Developing Effective Marketing Offers to
Drive Leads
Jennifer CulbertsonLooking Glass [email protected]
Today’s Agenda
Importance of offersTypes of B-to-B offers and the sales cycleHow to develop compelling offers Offer development exerciseImportance of a Call-to-ActionOffer placement tipsCommon mistakes to avoid
Offer Description
What you’re willing to give and what you want in exchange for a particular response.
What offers are you using?What offers are you using?
White papersAssessmentsCase studiesDiscountsFree servicesGiveawaysFree trials
Why An Offer?
To move the prospect to take action
To overcome inertia To move them along the buying cycleTo attract prospects and customers you want
Campaign Success EquationCampaign Success Equation
Offer Characteristics
Keep it simple, clear and compellingValue-drivenRelate to target audience
Business decision makers – more strategic offer or business focusedTechnical decision makers – technical offer related to their position
Exclusivity – can’t get anywhere elseTimeliness - create a sense of urgency
Example
State offer prominentlySense of urgency Call to action Exclusivity
ExampleExample
Value-driven offerClear call-to-action Exclusivity – only from D&BSense of Urgency – Today only!
Types of Offers and Buying Types of Offers and Buying CycleCycle
Offers and Buying Cycle
Stage of the buying process
Educational/value-driven offers
Relationship-building, trust
establishing offers
Offers that will tip the decision
in your favor
Types of Offers
Types of Offers Stage of Sales Cycle
EDUCATIONAL OFFER(white papers, webcasts, how-to, book)
Early – Position your capabilities, what you have to offer
EVENT (face-to-face seminar, special event, conference, training)
Middle – Trust establishment, relationship building
FREE ASSESSMENT(strategic business review, technology assessment)
Middle - Trust establishment, relationship building
FREE TRIAL (software)
Middle to Late – Technical capabilities of product
DISCOUNT(% off XX)
Late – Entice to make a final decision
VALUE-ADD(Free training, extra services)
Late – Entice to make a final decision
Survey - Best Offers for Lead Generation
Best offers are those that have perceived educational value
Developing Compelling OffersDeveloping Compelling Offers
Offer Ideas?
Ask customers what they typically respond toAsk sales what customers look forAnalyze previous offers and resultsCheck out the competitionTest multiple offers and see what works
Example Of Using Multiple Offers
www.MicrosoftIncentives.com
Marketing Offer Development ExerciseMarketing Offer Development Exercise
(Handout)(Handout)
Offer Development Exercise
Industry – Manufacturing companiesTarget Audience – Business Decision Maker Stage in Buying Cycle - EarlyProduct – Microsoft Dynamics GPObjective – Awareness and new leadsWhat offers would be applicable?
White paperEducational Guide to Effective Manufacturing OperationsWeb seminar
Types of Offers
Types of Offers Stage of Sales Cycle
EDUCATIONAL OFFER(white papers, webcasts, how-to)
Early – Position your capabilities, what you have to offer
EVENT (face-to-face seminar, special event, conference, training)
Middle – Trust establishment, relationship building
FREE OFFER(strategic business review, technology assessment)
Middle - Trust establishment, relationship building
FREE TRIAL (software)
Middle to Late – Technical capabilities of product
DISCOUNT(% off XX)
Late – Entice to make a final decision
VALUE-ADD(Free training, extra services)
Late – Entice to make a final decision
Offer Development Exercise
Target audience – Distribution companiesTitle – C-level and ITStage in Buying Cycle – EarlyProduct – Microsoft Dynamics GPObjective – Awareness of your company and build databaseWhat offers would be applicable?
Offer Development Exercise
Target audience – Existing customers with possible CRM needC-level and DirectorStage in Buying Cycle – MiddleProduct – Microsoft Dynamics CRMObjective – Educate and further identify need What offers would be applicable?
Offer Development Exercise
Target audience – Financial Services Firms Titles – C-level and Sales and Marketing VPStage in Buying Cycle - LateProduct – Microsoft Dynamics CRMObjective – Tip decision in your favorWhat offers would be applicable?
Offer Placement TipsOffer Placement Tips
Frequency and Placement
Repeat your offer throughoutPlacement counts
Outside envelopeStrong opener Strong close with offerIn the P.S.Top left of letterSubject line
Example
Call-to-ActionCall-to-Action
Get your target to take action!
Call-to-Action
For every offer -- A clear call-to-action is extremely important Tell them what do you want them to do and how to receive the offerProvide multiple ways to respond to increase the response rate (phone, business reply, web, fax)Repeat the call-to-action in your communication. Tell them what you them to do – more than once
Using Call-to-Action
Call to Action by Delivery MethodWeb – Download, Register, Install it Today, Learn More, Tune in, Subscribe Now
Email – Register, Send to a Friend, Click Here, Learn More
Direct Mail – Register Today, Call, Visit, Business Reply Card
Common Mistakes to Avoid
Offer is too complicated – Keep it simple and easy to respondLack of clarity or too generic – Make your message clear and provide the right detailOffer has little applicability to target – Know your audience!Offer is used at the wrong time – know how to use in the sales process
Next Steps
Review existing campaign plans Review your websiteDevelop 5 new offers you can use for prospects in various stages of sales processImplement offers and track results
Questions?Q&AQ&A
Please complete Please complete your evaluation.your evaluation.