Smart Marketing Strategy | Gianfagna Strategic Marketing

April 21, 2011

Creative Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

To BRC or Not to BRC? The New Direct Mail Strategy Question

Take a look inside the next direct mail package you receive and you might discover something’s missing: The reply card. Business reply cards (BRCs) and reply forms with postpaid envelopes (BREs) have been core elements of direct mail since the medium began. But they’ve been notably absent from some recent direct marketing campaigns I’ve received. Is this a new trend? A test? A fundamental shift? Here are some insights for your smart marketing strategy....

by jeangianfagna

April 13, 2011

B2B Marketing Creative Marketing Strategy Social Media Uncategorized Websites

How Adding a Blog to a B2B Website Boosted Traffic 562%

Nearly every marketing consultant is advising their clients to create a blog. Why? Because blogging is one of the best ways to increase website traffic and improve search engine rankings. But let’s be honest: Blogging can be a big commitment. A smart marketer has to ask, is it worth the time and effort? Can someone prove that it really works? And what can you do to increase your odds of success, especially if you’re in business-to-business (B2B) marketing? Here’s how traffic to my website skyrocketed in one year thanks to the addition...

by jeangianfagna

April 11, 2011

B2B Marketing CRM Marketing Strategy Social Media Uncategorized

New Sales Rep, Key Account: Top 10 Tips for B2B Success

Smart business-to-business (B2B) marketers work hard to create and keep great relationships with their clients. In my last post, I shared the story of how a new B2B sales rep nearly destroyed a 10-year client relationship with my marketing agency by making six crucial mistakes in the first meeting. But transitioning a legacy client to a new sales rep doesn’t have to be a sales minefield. When handled well, assigning a new rep to a key account can be an opportunity to increase the client’s satisfaction and boost sales. Here are 10 things...

by jeangianfagna

April 6, 2011

B2B Marketing CRM Marketing Strategy Uncategorized

How NOT to Make a First Sales Call on a Long-Time Client

In business-to-business (B2B) marketing, the sales representative’s relationship with the customer drives sales and referrals. But when a trusted rep moves on and a new one is assigned to a long-time client, there’s potential for big trouble if the transition is handled poorly. Case in point: I recently met with a new sales rep from a company I’ve done business with for more than a decade. In less than 20 minutes, he managed to break six cardinal rules of effective customer relationship management and came very close to jeopardizing a long-term business...

by jeangianfagna

March 29, 2011

Advertising Marketing Campaigns Marketing Strategy Uncategorized

New Prospect, Bad Client? 7 Red Flags for Marketing Agencies

Every advertising and marketing agency is in a constant search for new business. But as a marketing agency president, I’ve learned the hard way that not all prospects should become clients. Even if you're a marketing agency looking to grow, sometimes it's smarter to walk away from prospective new business than enter into a bad relationship. How do you know when to stay or go?Here are 7 warning signs that a new prospect could become a bad client for your marketing agency....

by jeangianfagna

March 24, 2011

B2B Marketing Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

7 Ways to Improve Your Marketing Strategy with RFM Analysis

Do you know which of your customers are most profitable to your business? Or even how to measure customer profitability? One of the best ways to gauge the value of a customer is to perform a recency, frequency, and monetary value (RFM) analysis of your customer data. Here’s how RFM analysis works and seven ways you can use insights from RFM for a smart marketing strategy. ...

by jeangianfagna

Blog

To BRC or Not to BRC? The New Direct Mail Strategy Question

How NOT to Make a First Sales Call on a Long-Time Client

New Prospect, Bad Client? 7 Red Flags for Marketing Agencies

7 Ways to Improve Your Marketing Strategy with RFM Analysis

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