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9/30/2011
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B2B Marketing Part 3: Marketing Media for B2B
Michelle FarabaughTitle title title, Cognitive Data
Carol Worthington-LevyCreative Director, Worthington-Levy Creative
What’s up for this session?• B2B has its own challenges to address:
– How do you get customers?• Mail: direct mail or catalogs?
• Space advertising?
• Email with affiliate relationships?
• Web search methodology: SEO and organic?
• Web features such as video?
– How do you maintain relationships?• Mail?
• Email?
• Calls to customers/prospects?
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Proven tactics and strategies that help B2B businesses
cultivate customers
Contact strategies used to be fairly simplisticMonths
0 3 6 9 12
With new tools, capability and frequency of contact has skyrocketed
WeeksPre-order 0 1 2 3Period
Emails• Order confirmation• Shipping confirm• 1 to 3 promotionsPackage with
Bounceback offer
Phone• Thank you callEmails• 3 weeklies• Tweets?
Emails• 3 weekly• Segment
special• Web special
Email sign-up• Thank youRegular emails• 3 weeklyBanners adsWeb promos
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Customers are hard to get, relationships fleeting
Tailor communications to the relationship timeline —Make sure you never let them go for even a week
ConsiderationConsideration HoneymoonHoneymoon MaturingMaturing QuestioningQuestioning AbandonmentAbandonment
If you don’t keep talking with them, someone else will…
Win BackThank You Nothing?
Renewal/Statement
Cross-sell
Different contact methods should be designed and written in a particular way to do its job well
• Space ads: must be visual, a fast read, w/some kind of clear offer
• Email: same rules, but also need killer subject lines. Goal: get them to a landing page, PRONTO.
• Web: provide reasons to drill down quickly. Designed with eye flow and behavior studies. Feature some offers and specials
• Direct mail: great teasers on the outside. Personal message. Strong call to action and at least two ways to respond. Writing that’s not dry – instead, aspirational and compelling – yes, even in B2B
• Catalog: Powerful visuals to arrest attention, great teasers with offers, paginated to pull reader quickly to what they want
• Telemarketing: Great script with well-trained team; longer term follow-up relationship with customer list will increase lifetime
While DM print media (catalog, direct mail, or print advertising) is good for…
Acquisition/lead generation Romancing an offer Product introduction and trial Direct selling Longer shelf life, better pass-along Good deliverability Better perceived credibility, reliability
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Direct Marketing electronic media is good for…
Cost-effectively maintaining relationships
Communicating product or program information, changes
Direct selling
High degree of urgency
Interactivity
Extremely accurate targeting (to house list)
Dynamic personalization
Space advertising tips
• Space advertising:
– Prospect where you know they are reading articles
– it must be measurable (Don’t forget to include an offer) –
– print and online — and even outdoor!
– Communicate instantly – clever or convoluted always fails
Space advertising tactics
• The most successful ads are very straightforward
• Clear communication is always better than something symbolic
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• What NOT to do
• Such clever creative. That nobody understands. These run in airports all over the world. What are they selling?
• What in heaven’s name…?? Oh well, they say that sex sells… but does this make you believe they have a truly unique selling proposition? Nah.
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• Online ad that really works
Online ads must invite interaction
• So many things wrong with this aside from the headline
– Meaningless image
– All caps headline
– Copy set too wide
– This does not invite any interaction or decision
‘Shoulds’ and mandates turn off your customers
• Who would take the time to read this?
Quick easy reading is mandatory
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• Who would take the time to read this?
• All caps heads
• Copy reversed out of tan
• Nondescript photo: what would tell this story better for a business airline?
This ad will be ignored
• Chest beating bores your prospect: make it about them
• Emotional grabs attention and highlights customer concerns
Focus on your prospect and their needs
• Everyone wants to look
– smarter to their boss –
– neater to their clients –
– more successful to their peers
There are basic human needs and reactions
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• They can see they’ll never regret their decision
People love knowing you’re providing them options for the future
• Professionals who want a ‘sure thing’ look to their respected colleagues for suggestions
• Keep testimonials pared down to the real ‘meat’
Testimonials clarify who you are to this
audience
Catalog tips
•Communicate a range of products positioned for their success
•Boring doesn’t get opened no matter how much you think it will
•Don’t just “land” on their desk…The first time you arrive, include a letter and a kickoff offer
•Subsequent ones: don’t forget the offer — More on offers later
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Typical B2B catalog — just facts, impersonal
The original catalog:• Just the facts, not very visual or inspiring or even engaging
• No sales language — the assumption that the prospect understands the product.
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This beat it by almost double the sales
The replacement catalog:• Includes a demonstration that puts you in the driver’s seat
• Explanation of the product with emphasis on successful use and comparison
Demo - using OUR paper vs. using THEIR paper
Is one catalog title enough? Best known: the Pigalog, their annual resource book
The small one is called Leak & Spill, and is positioned as “NOW” — sent monthly
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Tightly target your audience: it pays!
– Specific market-appropriate works better than generalized
– Your customer has personality. Tap into that
– Show added value by highlighting your unique services throughout.
Test lead generation for your catalog or website using mail
• Use the power of mail databases to find your customers
• Any online customer you capture this way will also be a good prospect for catalog mailings
But don’t assume they know who you are
– We have no idea of what Jameco is, and why we’d even want their catalog
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Think “Campaign”
– …by updating the site regularly to match the catalog and mailings
Direct Mail Tips
• You can’t be subtle
• Don’t try to be too clever, either
• Highlight a product that may be lost in your catalog
• Announce new products
• Use personalization to highlight their needs based on your data about them
For maximum effectiveness, highlight one product
– Especially if you have many products, choose one strong product to represent your line and generate interest
– Make sure your list is highly targeted for that one product
– Choose a product that has either very little competition, OR you can make a point that yours will do the job better
– No chest-beating. Prospects are not impressed with ‘we are the best’ messaging …and are often turned off
– They care about one thing ONLY: what’s in it for THEM?
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Use direct mail not just to tell… but engage!
– Patient literature is sold to doctor’s offices as ‘handouts’ to patients
– Asking doctors to review samples and give us their opinion gave them a new control
– Old package
B2B mail can be colorful and interesting– As long as it has a clear point, you can
do many things with B2B mail that may surprise you… and your prospect
This is for a small company that makes sophisticated research portals
This was to generate leads who have substantial traffic- get this on more sites
Play on emotions – fear and need for success– People don’t stop being human when they’re in the workplace
– Acknowledge what the data on them says is the biggest concern they have – and address it
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Use your real estate wisely– If your envelope is interesting on the front, they’ll probably turn it
over to tear it open
– Use that space to highlight another reason for them to go inside
Get attention quickly with a postcard
– This proofreading service has sent many postcards with typos on them, getting my attention!
Generate web traffic: good postcards get big ROI– It doesn’t replace a catalog
– a great action generator
– very inexpensive
– Highlight a specialty product
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For ‘pureplays’ postcards are a boon to traffic
– Many ordered directly from these cards
If a sale is worth a lot, think dimensional
– You can make a box pkga a lead generator
– Break your list into layers:
– C-level people in a company get dimensional, others get flat mail
Use it to land a big contract– Remington Arms’ B2B division –
– This is a product that gets an industrial kiln working again fast, by cleaning it out with one big blast!
– Plant supervisors got boxing gloves, plant CFOs got stopwatch
– Payoff: sent to 400 highly qualified prospects in 200 biggest kiln-operated businesses
– Cost $10K total, brought in 5 new contracts for average of $350,000/ea in equipment and materials – ($1.7 million) plus ongoing fulfillment of materials needed for operation
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It’s easy to screw up dimensional!To be effective it needs solid DM ingredients.
“Why did they send this to me?”
No letter!!
Strange and disconnected concept doesn’t meet any campaign
Gift arrived not working, and it requires 6 no.10 batteries –
This went in the trash
B2B Email tips
• eMail to those who have requested information
•Send them what they asked for – and ask them to opt in for more
•Show them that you listen to them and care what they think
• eMail to existing customers and your opt-ins
• Announce new products, Invitations to events, Inform of special offers
• Keep it interesting with stuff that is helpful to them like real webinars (not just the ones promoting your business)
• eMail Affiliate contacts: choose your affiliates with care, ride on their customer loyalty and recognition
B2B email
Single-minded works better than generalized
You can’t just talk ‘sale/special deal’ – it degrades the relationship quickly
You must test, test, test to find out where it pays off to send more, where you must send less
Variation of messaging is essential
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Use personalization
Don’t miss out on one of the most powerful ways to get and keep their attention
Keep your data clean
If I get an email that’s personalized it had better be MY name… which is NOT Audrey
PS: Get a proofreader (plural vs. possessive)
Test … subject lines, offers, messaging
• Here’s where knowing your audience can really make a difference
• Some audiences don’t respond to discounts and remain loyal
• Measure the responder behavior - to determine lifetime value
• Don’t assume you know the answer already –even the most seasoned pros get fooled by their perception vs. reality
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Offer Test — it may surprise you– Scale it for what you want them
to do
– Be clear WHAT you want them to do, and tell them
– Give them rules by which they can get the offer
– Keep in mind: many companies won’t allow an employee to accept anything of value over, say, $20-25
– At left: one of two test emails: lead generation. We offer-tested a webinar about their topic versus a chance to win a Tablet PC.
Work on more interesting subject lines Don’t let subject lines become something an inexperienced
helper does
This will make a difference of whether they ignore you or open your email
Work on more interesting subject lines Too repetitive – training us to ignore you
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Keep their attention with different kinds of promos
– Giveaways
– Sweeps
– Offers
Develop a few different formats
Keep your readers’ interest through variety
Make some more promotional
Make others more informational
Build a “triggered” system for emails
• Whatever the customer does, or doesn’t do, there should be some triggered emails to re-contact them…
– Shopping cart reminders
– Notices that backordered item is in
– Refill and renewal/upgrade reminders
– New product that may be compatible with what they have
– Local events related to their business
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“Triggered” emails: shopping cart reminder
Test using VIDEO in your emails
Some fascinating statistics for B2B market…
• More than 75 percent of business executives regularly view online video content, according to Interactive Media Strategies' "Enterprise Video Communications Survey," Q1 2011.
• Forrester Research reports two to three times higher email clickthrough rates when video content is embedded. …
More on video in emails…
• Online viewers spend an average of 1.5 minutes with video compared with an average of eight to 10 seconds on static graphic email messages, according to MarketingSherpa.
• Video ads generate four- to seven-times higher engagement and response rates compared to static ads, according to DoubleClick.
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Guidelines for video in your ads and emails…
• 1. Invest in Engaging ContentAdding audio to your latest PowerPoint presentation isn't engaging and isn't going to generate a response. You only have five to eight seconds to capture viewers' attention
• 2. Create Viewer InteractivityAn effective online video message for lead generation needs to combine engaging video with interactive multimedia content and calls to action
• 3. Make It MobileMake sure your video marketing message can be accessed on Smart Phones and tablets, which are commanding an ever-increasing share of online video viewing.
• 4. Keep it small, and make it easy to turn off if the viewer needs to move onYou lose a potential customer if you frustrate them
• 5. Have Actionable TrackingGood metrics are essential to understanding the success of sales or marketing initiatives. Requires offers, interaction opportunities, and technology improvements
Video that helps to open dialogue with prospects
The SAS company has video on their website that helps the visitor to understand their core proposition and strengths
• http://www.sas.com/technologies/analytics/
5.11 Tactical — the premier developer of gear and apparel for law enforcement, firefighters, emergency techs and more — uses video to explain the complex construction and high standards that these customers need and want. Their videos measurably increase sales and reduce time spent with a phone representative
• http://videos.511tactical.com/videos/28/taclite-pro-pants-and-shorts
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B2B Website Tips
• For the most effective website: • Legibility is a priority• How to add value: Video, Content
Websites: know best practices and use them
• Hold your own feet to the fire
• According to a study by iBiz…consumers say…
– Only 54% of the sites had legible text
– Only 51% got the consumer where they wanted to go in two clicks or less
– Only 48% had essential content
– Only 45% of sites were technically reliable all the time
– Only 38% of all visited sites have efficient page layout
– Only 25% had easy‐to‐find customer service
– Only 17% have useful ‘search’ function
A little change does you good
• This site keeps my attention just long enough• http://www.epson.com/cgi‐
bin/Store/jsp/index.do?ref=r0302ECb3Q&OVMTC=Broad&site=&creative=5846031192&OVKEY=epson%20USA&url_id=99103275&gclid=CPeCkez7s6sCFUkbQgodynEdgA
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A little change does you good
• Visual variation helps keep me here
Expand into new markets with microsites
• Cook’s Direct was looking for a way to get more customers
• Their core business is cooking tools and equipment for large institutions – in particular, prisons.
• Along with their custom‐developed prison equipment, they also have a lot of general cooking equipment…
Reach those loyal niche markets
• Customers in the new market use the same tools and supplies that Cooks direct has already!
• Share fulfillment, but developed a whole new look and feel, logo, etc. to create a site for a niche market
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The Multichannel approach
Customer contact through multiple entry points
A choice of how customers can respond and view
The more the merrier: increased channels = increased response and increased continued relationships
Xerox: mail and email hit the ball back and forth. Brand is unified.Mail has a sweepstakes
to win MacBook Air A later email has sweeps to win an iPad; Landing page shows me how to enter
So, now I’ve opted in for email about their products…
After the opt-in, what else do we see?
Alternate emails areused to keep my attention
Office Advisor provides tips and templates for the business printing and promos
Purely a trade-in offer
‘Thank you’ seems stark, out of character. P.S. – would I follow them on Twitter?? Nah!
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Summary• Use the right media for the job: understand the strength of each
• Variation trumps perfect brand look and feel. If your brand is consistent you can make changes that keep their interest
• The most responsive campaign shares elements of all “siblings” —mail, email, website, catalog should share:
– Offers, response drivers
– Guarantees and policies
– Core message: USP, mission, purpose, the 1 key thing you want them to remember about this effort and about YOU
• Integrated programs work best in terms of customer recognition, longevity of relationships, and even response if there is consistency
A final note: Leo Burnette’s3 principles of the creative process — and how
to make B2B compelling and successful
1. There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.
2. When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.
3. Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
Contact Us
Carol Worthington-Levy
Creative Director
Michelle Farabaugh
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