nedmainno14: the power of one-to-one - bob mccarthy
DESCRIPTION
Subtitled "How to Combine Email, Direct Mail and Telemarketing in The B2B Sales Process," this presentation addresses the question of which of these three tactics is the most effective. Too often today, these one-to-one tactics are viewed as competitors when it fact they are most effectively used as collaborators. This presentation explores how you can combine all three of these one-to-one marketing tactics to increase sales, reduce selling costs and improve the efficiency of your sales operation. Through this presentation, you will learn: - How to build or acquire a B2B list - What specific sales tasks are best for each tactic - Why the cost-per-contact is critical to your decision-making - What to outsource and what to keep in-house - How to calculate (and anticipate) your cost of sale - Why one-to-one works – EVEN with inbound marketing - How lead generation and lead nurturing are different This presentation was developed by Bob McCarthy, President of McCarthy & King Marketing, and was given at NEDMA's 2014 DM Innovations Symposium.TRANSCRIPT
McCarthyandKing.com 508-473-8643
The Power of One-to-One
How to combine Direct Mail, Email and
Telemarketing in the B2B sales process
Bob McCarthy
McCarthy & King Marketing
event hashtag #NEDMAInno14
McCarthyandKing.com 508-473-8643
One Funnel Marketing
McCarthyandKing.com 508-473-8643
“…chasing smokestacks…”
McCarthyandKing.com 508-473-8643
Selling through the years
• Face to Face • Face to Face with Telephone• Face to Face with Telephone & Direct Mail • Face to face with Telephone, Direct Mail & Email
McCarthyandKing.com 508-473-8643
Change your mindset
• Think system, not campaign• Support the sales process• Ignore the end game - focus on immediate goal• Be open to all the channels
McCarthyandKing.com 508-473-8643
The way things are …
Direct Mail
vs.
vs.
Telemarketing
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The way things should be …
Direct Mail
+
+
Telemarketing
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Direct Mail
PLUS …• Tangible and engaging • Sticks around and gets passed around• Penetration: 90-95% deliverable• Lists are relatively low cost (10-25 cents)
MINUS …• More complex to prepare and deliver• More steps needed for reply
• Cost: 50 cents - $1 per contact• DIY – printing, postage plus list costs
McCarthyandKing.com 508-473-8643
PLUS …
Easy to prepare and deliver
Easy to click through for reply
Fast delivery and reply
MINUS …• Easy to discard or ignore• Penetration: Large percent is never delivered or seen• Lists are expensive ($1) and restrictive
• Cost: 1-10 cents per contact• DIY – free plus list costs
McCarthyandKing.com 508-473-8643
Telemarketing
PLUS …• Direct and interactive• Easy to shift direction • Difficult to discard or ignore
MINUS …• Penetration: few completed calls, many voice mails• List costs are higher than DM, limited availability
• Cost: $3 - $5 per contact• DIY – free plus list costs
McCarthyandKing.com 508-473-8643
It starts with your list
Third Party Lists
Vs.
Your House Lists
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Mapping your Sales Process
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Cold Calling
“I hate cold calling”
“I would never cold call”
“Cold calling sucks”
“Cold calling doesn’t work”
“Cold calling is a waste of time”
“Cold calling makes me look desperate”
McCarthyandKing.com 508-473-8643
Cold Calling
One-to-One Lead Generation
IS
Cold Calling
• Cold Visits• Cold Phone Calling• Cold Direct Mail • Cold Email
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Step 1 – Lead Generation
• The goal - to identify a potential customer – NOT TO SELL
• Go beyond what you already know from your list selection
• Determine need, interest, budget, timing• Verify contact names
McCarthyandKing.com 508-473-8643
Step 1 - Lead Generation
Lead Generation Options• Direct Mail • Email • Telephone (for small universe size)
Also …• Advertising (online and offline)• Paid Search• Website/SEO (inbound marketing)• Trade Shows• Public Relations
McCarthyandKing.com 508-473-8643
Step 1 – Lead Generation
Should you ever use
the telephone for lead generation?
Absolutely, when you have a small universe
But you’re not calling to sell. You’re calling • to introduce yourself• to identify a need or an interest• to get the sales process rolling
Then move directly to Step 4 – Lead Nurturing
McCarthyandKing.com 508-473-8643
Step 1 – Lead Generation
Multi-Touch Lead Generation
Is there any value to
sending Direct Mail or Email
before your Telemarketing call?
McCarthyandKing.com 508-473-8643
Step 1 – Lead Generation
How to measure your results
For channels that produce a sufficient number of leads, compare:• Cost per Lead• Cost per Qualified Lead (may need to wait until Step 3)
McCarthyandKing.com 508-473-8643
Step 2 – Lead Capture
All roads
(from all sources)
lead to your Landing Page
But don’t ignore:Reply mail
Reply telephone
Reply fax
McCarthyandKing.com 508-473-8643
Step 3 – Lead Qualification
Use the telephone to …• Dig deeper into each lead with a qualifying survey• Ask about:• Interest level• Timetable • Budget • Decision-making process
• Prioritize leads according to sales potential and timetable
McCarthyandKing.com 508-473-8643
Step 4 - Lead Nurturing
Email is King
Email is a game-changer for lead nurturing• It’s easy, cheap and can be automated• Frequency is important – don’t let them forget you• Push for engagements – downloads, webinars, demos• Show your expertise and build your reputation
Direct Mail still works with postcards
McCarthyandKing.com 508-473-8643
Step 5 – Lead Engagement
Enter Your Sales Team
• Combine one-to-one tools with face to face• Establish benchmark for sales-ready leads• Integrate sales activity with nurturing activities
McCarthyandKing.com 508-473-8643
In Summary
Typical Sales Process
• Step 1 Lead Generation – direct mail, email & other • Step 2 Lead Capture – landing page• Step 3 Lead Qualification – telephone• Step 4 Lead Nurturing – email • Step 5 Lead Engagement – sales (face to face)
McCarthyandKing.com 508-473-8643
Thank You