B-to-B Direct Marketing From A-Z Seminar

B-to-B - The Place "To Be"

• Learn why B-to-B is hot and how direct marketing is playing a defining role
• Statistics on the industry you can use to make smart decisions
• Turn your buying process into a marketing tool

How To Turn Your Database Into a High Performance Engine

• What you need to know about your database that IT won't tell you
• The dangers of dirty data and how to keep your data clean
• Understanding the cast of characters: How to pick brokers and lists
• The secret behind successful list enhancement and overlays
• What are RFM, LTV and segmentation? And how to use it for improved marketing performance
• How to handle the unique difficulties of B-to-B data

How To Overcome Inertia — The Role Of Offers

• What is a USP and how it can be used to overcome resistance
• Hard offers, soft offers and offers that work
• 10 proven B-to-B offers
• Premiums and incentives that drive response but maintain quality
• Matching your offer to the customer's buying stage

Great Creative That Works — and Why

• How to write compelling copy for business buyers
• 5 examples of excellent B-to-B direct response communications
• How to aim your efforts at multiple channels and audiences
• Why you need to target beyond the decision maker
• Simple methods for turning features into benefits
• Making highly technical products easy to sell
• What is the role of graphics and design?

Testing

• How to test with more success and less risk
• Learn how to test confidently when you don't have a big universe
• Do's and don'ts for testing price, lists, copy, and timing
• Samples of head-to-head tests—with results analysis

DAY 2
8:30 A.M. – 4:30 P.M.

The Direct Mail Package: The Workhorse of Direct Response Marketing

• Learn which formats are most effective and when to use each one
• Is traditional business mail dead?
• How to break through the clutter and the gatekeeper to get attention
• How to use personalization to improve response
• 5 dogs, 5 heroes, and 5 hard-working packages

Telemarketing: Still Alive and Well

• How to use the phone to cross sell and upsell
• Learn how to structure a successful telemarketing campaign
• How to integrate telephone marketing into your next campaign

Maximizing the Internet

• 12 Internet marketing tools, and when to use them
• How to pump up your Internet program with search engine optimization
• 7 proven online strategies
• Do's and don'ts of permission based e-mail marketing
• How to use Web-based response management
• How to make the Web the star of your overall marketing efforts

B-to-B Catalog Marketing

• The basics of successful cataloging
• How a catalog can fit into your overall marketing strategy
• 10 deadly errors for B-to-B catalogers
• Selling versus sales force support: where should your catalog play?

Beyond the Basics — The Key Media Toolbox

• Print advertising
• Seminars and virtual seminars
• Trade show and event marketing
• Insert media
• Referral marketing
• Public Relations

Profitable Lead Generation

• Why sales must be part of your marketing strategy
• How to create a realistic budget and campaign
• The dirty truth about where inquiries go — don't let this happen to you
• How to create an even flow of leads
• 7 methods for measuring campaign results

Profitable Retention Tactics

• Successful strategic options for customer retention
• 5 proven retention tactics

Summary & Overview

• 5 challenges and 5 opportunities unique to B-to-B direct marketing
• Review the most common B-to-B direct marketing channels, including the strengths and weaknesses of each
• How to forecast sales, profits and products
• Response: Measuring it and improving it
• What is the role of strategic partnerships?
• Learn when you should outsource and how to identify the best vendors