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Direct Marketing

Gianfagna Strategic Marketing / Blog  / Direct Marketing (Page 6)

Turn Leads into Sales with a Smart Marketing Strategy

The phones are ringing, web traffic is up, and the sales manager is telling everyone you’re a marketing genius. Your business-to-business lead generation campaign is a success! But before you break out the bubbly, remember that getting prospects to express interest in a product or service can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and complex process. Here's how to build a smart marketing strategy that engages B-to-B prospects and gets them to say "yes." ...

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New Benchmarks for Direct Marketing Response Rates: How Do Yours Compare?

The 2010 Response Rate Trends Report is out from the Direct Marketing Association (DMA), and if direct marketing is part of your smart marketing strategy, this report provides valuable response and cost metrics you can use to benchmark the success of your direct marketing campaigns. Here are the key findings. ...

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Why Direct Marketing Campaigns Fail: 7 Common Mistakes

Direct marketing can be one of the most powerful elements of a smart marketing strategy, especially if you need to generate leads for a field sales force. But strategic errors can doom your direct marketing campaign to failure. Here are seven common mistakes in direct marketing strategy and ways to avoid them....

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When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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