Developing Effective Marketing Offers to Drive Leads Jennifer Culbertson Looking Glass Marketing [email protected].

Developing Effective Marketing Offers to

Drive Leads

Jennifer CulbertsonLooking Glass [email protected]

Today’s Agenda

Importance of offersTypes of B-to-B offers and the sales cycleHow to develop compelling offers Offer development exerciseImportance of a Call-to-ActionOffer placement tipsCommon mistakes to avoid

Offer Description

What you’re willing to give and what you want in exchange for a particular response.

What offers are you using?What offers are you using?

White papersAssessmentsCase studiesDiscountsFree servicesGiveawaysFree trials

Why An Offer?

To move the prospect to take action

To overcome inertia To move them along the buying cycleTo attract prospects and customers you want

Campaign Success EquationCampaign Success Equation

Offer Characteristics

Keep it simple, clear and compellingValue-drivenRelate to target audience

Business decision makers – more strategic offer or business focusedTechnical decision makers – technical offer related to their position

Exclusivity – can’t get anywhere elseTimeliness - create a sense of urgency

Example

State offer prominentlySense of urgency Call to action Exclusivity

ExampleExample

Value-driven offerClear call-to-action Exclusivity – only from D&BSense of Urgency – Today only!

Types of Offers and Buying Types of Offers and Buying CycleCycle

Offers and Buying Cycle

Stage of the buying process

Educational/value-driven offers

Relationship-building, trust

establishing offers

Offers that will tip the decision

in your favor

Types of Offers

Types of Offers Stage of Sales Cycle

EDUCATIONAL OFFER(white papers, webcasts, how-to, book)

Early – Position your capabilities, what you have to offer

EVENT (face-to-face seminar, special event, conference, training)

Middle – Trust establishment, relationship building

FREE ASSESSMENT(strategic business review, technology assessment)

Middle - Trust establishment, relationship building

FREE TRIAL (software)

Middle to Late – Technical capabilities of product

DISCOUNT(% off XX)

Late – Entice to make a final decision

VALUE-ADD(Free training, extra services)

Late – Entice to make a final decision

Survey - Best Offers for Lead Generation

Best offers are those that have perceived educational value

Developing Compelling OffersDeveloping Compelling Offers

Offer Ideas?

Ask customers what they typically respond toAsk sales what customers look forAnalyze previous offers and resultsCheck out the competitionTest multiple offers and see what works

Example Of Using Multiple Offers

www.MicrosoftIncentives.com

Marketing Offer Development ExerciseMarketing Offer Development Exercise

(Handout)(Handout)

Offer Development Exercise

Industry – Manufacturing companiesTarget Audience – Business Decision Maker Stage in Buying Cycle - EarlyProduct – Microsoft Dynamics GPObjective – Awareness and new leadsWhat offers would be applicable?

White paperEducational Guide to Effective Manufacturing OperationsWeb seminar

Types of Offers

Types of Offers Stage of Sales Cycle

EDUCATIONAL OFFER(white papers, webcasts, how-to)

Early – Position your capabilities, what you have to offer

EVENT (face-to-face seminar, special event, conference, training)

Middle – Trust establishment, relationship building

FREE OFFER(strategic business review, technology assessment)

Middle - Trust establishment, relationship building

FREE TRIAL (software)

Middle to Late – Technical capabilities of product

DISCOUNT(% off XX)

Late – Entice to make a final decision

VALUE-ADD(Free training, extra services)

Late – Entice to make a final decision

Offer Development Exercise

Target audience – Distribution companiesTitle – C-level and ITStage in Buying Cycle – EarlyProduct – Microsoft Dynamics GPObjective – Awareness of your company and build databaseWhat offers would be applicable?

Offer Development Exercise

Target audience – Existing customers with possible CRM needC-level and DirectorStage in Buying Cycle – MiddleProduct – Microsoft Dynamics CRMObjective – Educate and further identify need What offers would be applicable?

Offer Development Exercise

Target audience – Financial Services Firms Titles – C-level and Sales and Marketing VPStage in Buying Cycle - LateProduct – Microsoft Dynamics CRMObjective – Tip decision in your favorWhat offers would be applicable?

Offer Placement TipsOffer Placement Tips

Frequency and Placement

Repeat your offer throughoutPlacement counts

Outside envelopeStrong opener Strong close with offerIn the P.S.Top left of letterSubject line

Example

Call-to-ActionCall-to-Action

Get your target to take action!

Call-to-Action

For every offer -- A clear call-to-action is extremely important Tell them what do you want them to do and how to receive the offerProvide multiple ways to respond to increase the response rate (phone, business reply, web, fax)Repeat the call-to-action in your communication. Tell them what you them to do – more than once

Call-to-Action Examples

Using Call-to-Action

Call to Action by Delivery MethodWeb – Download, Register, Install it Today, Learn More, Tune in, Subscribe Now

Email – Register, Send to a Friend, Click Here, Learn More

Direct Mail – Register Today, Call, Visit, Business Reply Card

Common Mistakes to Avoid

Offer is too complicated – Keep it simple and easy to respondLack of clarity or too generic – Make your message clear and provide the right detailOffer has little applicability to target – Know your audience!Offer is used at the wrong time – know how to use in the sales process

Next Steps

Review existing campaign plans Review your websiteDevelop 5 new offers you can use for prospects in various stages of sales processImplement offers and track results

Questions?Q&AQ&A

Please complete Please complete your evaluation.your evaluation.