session 10 - conversions

8/17/2019 Session 10 - Conversions

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Amity International Business School

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Direct MarketingSession 10

Sandeep [email protected]

mailto:[email protected]:[email protected]


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Conversations, NotCampaigns• Aim for relevant and ongoing dialogue.

• Remember that your customer is thinking, “How you sell

me is how you will serve me.”• The rst im!ression is a lasting im!ression.

• "uilt#in $e%ibilities allow interaction on a wide range ofvariables.

• An industry insider !osture that says “we get it” reinforces

credibility.• &ook for long#term consistency, not the 'uick hit.

• ()ective sales and marketing communication is im!erative.

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Sales and Marketing – ne !eam

• All *arketing and sales resources are synchroni+ed andcollaborative.

• A clearly documented sales !rocess must focus on thecustomers buying !rocess.

• -ales and marketing activities are measured andcoordinated with shared goals.

• reate value for the !ros!ective customer throughout the

!rocess.• *a! tools, skills, and !erformance metrics with the !rocess.

• onduct regular feedback meetings for u!dating andim!rovement.

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!he "deal Customer #ro$le• /etermine common characteristics among current

customers.

• &earn the si+e of the market and where the sweet s!ot is.

• 0dentify decision makers and key in$uencers.• 1now when to !ursue a !otential customer and when to

walk away.

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!he %niversal &eadDe$nition• 0n'uiries are not leads.• (stablish a clear#cut means of handling o) leads to the

sales team.

• /ont select leads at the !rice of 'uality.• /ene the meaning of sales#ready lead.

• (stablish delineation of hot, warm, and future leads.

• 2rovide only as many sales#ready leads as the sales!ersoncan e)ectively handle.

• 0dentify key information for the sales!erson to know anduse.

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!he Database

•3se your database as a valuable asset that lines u! with strategyand tactics.

•(very in'uiry is regarded and !rotected as vital.

• Track and manage in'uiries and leads in a single or logicaldatabase.

•All in'uiries must be sub4ect to database verication.

•/istinguish between must#have and nice#to#have database eldsof information.

•Assign maintenance res!onsibility and settle on !rocess.•1ee! database current with regular fre'uent u!dates from allstakeholders.

•(nsure visibility throughout the lead hand#o) !rocess.

•/etermine necessary dashboard re!orts.

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&ist 'c(uisition• (ach entry re$ects the ideal customer !role.

• /etermine and a!!ly a!!ro!riate segmenting.

• 2rioriti+e according to !erceived !otential customer value.

• 0nclude -056A0- codes, revenues, number of em!loyees,other descri!tive data.

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)alue #roposition• Relevance to targeted !ros!ect must always be in sight.

• 1now why a com!any wants or needs your !roduct orservice.

•*essaging from value !ro!osition must be consistentacross all !oints of contact.

• 3nderstand your !otential customers buying !rocess andwhat stage it is currently at in that !rocess.

• 7ormali+e a concise summation of the value !ro!osition via

a message ma!.• Research a!!licable trigger events.

• -ystemati+e trigger events for most e)ective a!!licationand timing.

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Multi*modal !actics• 3se a !ortfolio of a!!ro!riate lead generation tactics.

• Assess the number and mi% of tactics re'uired.

• (very touch with your customer should re!resent and

communicate value.• Take a $e%ible and iterative a!!roach.

• 0ntegrate lead generation tactics together towardsachieving o!timal R80.

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&ead Nurturing• ultivate in'uiries to sales#ready leads.

• *otivate sales!eo!le for consistent contact with !ros!ectswho may not yet be ready to buy.

•Re!rocess inactive leads turned back by the sales team forfurther attention.

• 2ursue and ca!ture future o!!ortunities for nurturing intoviable leads.

• 3se content to !osition sales!eo!le as trusted advisors.

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• Synergies in !actics9 How many tactics do you have inyour *ultimodal &ead :eneration !ortfolio;

< "randing9

AdvertisingSponsorships

Associations

Newsletter

Events

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!actics -or the Comple

Sale


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< 2ublic Relations9

Editorials

P!lic Spea#ingPress $elease

%ontent

News %overage

Article Place&ent

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Sale


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< =eb site

Search engine opti&i'ation(anding page

)log

Podcast

$SS

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Sale


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< (vents

Se&inars

*or# shops

*e!inar

+elese&inar

%on,erences

+radeshows

E-ective !rie,ings

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Sale


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< 2hone alls

.denti,/ and veri,/ contacts

evelop relationships

ain internal re,errals

ncover !siness needs

ptin ,or content noti,ication

.denti,/ sales read/ leads

.nvite to pco&ing events

$eengage past opportnities

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Sale


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< (#mail

netoone

neto&an/

Enewsletter < 8nline *arketing

rganic search

Paid search

*e!inars

Newsletter sponsorships)anners

Portals

nline directories

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Sale


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< /irect *ail

Sel, &ailer

Postcardsi&ensional &ail

Personal letters< Referrals

endors

%onsltants

%sto&ers

Partners

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Sale


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< &ead :eneration ontent

%ase Std/

Articlereprint*hite paper

$esearch report

3rd part/ article

owtogide)oo#

Newsletter

Sccess stor/

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Sale

session 10 - conversions

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