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Building Relationships that
Matter
✓ What’s new in Direct Marketing
✓
✓
✓ What’s new in Direct Marketing
✓ Best practices in Direct Marketing
✓
✓ What’s new in Direct Marketing
✓ Best practices in Direct Marketing
✓ How it worked for Coupons.com
✓ What’s new in Direct Marketing
✓ Best practices in Direct Marketing
✓ How it worked for Coupons.com
✓ B2B Mythbusting
Chapter 1What’s new in DM?
?
Kevin’s bet pays off!
ENGAGE
Common Sense Media
Chapter 3Best practices
? %
50%
?%
20%
20%
35%
35%
50%
50%
50%
Putting It All Together
Case Study
The Goal✓ Break through to key CPG
gatekeepers
✓ Communicate unique value proposition
✓ Set up our sales team for success
The Invitation
Recruit our prospects with intrigue and a personal touch.
75%of companies accepted it.
The Sitelet
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are needed to see this picture.
Results
Bottom Line
✓ Appointments with 10% of the target
✓ More than 25 new clients
✓ ROI of over 300% on near-term revenue
Chapter 4B2B Mythbusting
Myth #1
It’s next to impossible to reach
senior-level executives.
Myth #2
Complex value propositions can’t be
delivered credibly through creativity.
Myth #3
Mass marketing can’t
be personal.
Myth #4
It’s hard to reliably measure the ROI in
marketing.
Myth #5
Marketing and Sales just can’t get along.
Myth #6
90% of a successful campaign is the list.
Myth #7
You have to spend a lot on the DM piece
for it to succeed.
