One How to combine Direct Mail, Email and Telemarketing in the B2B sales process Bob McCarthy McCarthy & King Marketing event hashtag #NEDMAInno14 McCarthyandKing.com 508-473-8643
Jan 12, 2015
McCarthyandKing.com 508-473-8643
The Power of One-to-One
How to combine Direct Mail, Email and
Telemarketing in the B2B sales process
Bob McCarthy
McCarthy & King Marketing
event hashtag #NEDMAInno14
McCarthyandKing.com 508-473-8643
One Funnel Marketing
McCarthyandKing.com 508-473-8643
“…chasing smokestacks…”
McCarthyandKing.com 508-473-8643
Selling through the years
• Face to Face • Face to Face with Telephone• Face to Face with Telephone & Direct Mail • Face to face with Telephone, Direct Mail & Email
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Change your mindset
• Think system, not campaign• Support the sales process• Ignore the end game - focus on immediate goal• Be open to all the channels
McCarthyandKing.com 508-473-8643
The way things are …
Direct Mail
vs.
vs.
Telemarketing
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The way things should be …
Direct Mail
+
+
Telemarketing
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Direct Mail
PLUS …• Tangible and engaging • Sticks around and gets passed around• Penetration: 90-95% deliverable• Lists are relatively low cost (10-25 cents)
MINUS …• More complex to prepare and deliver• More steps needed for reply
• Cost: 50 cents - $1 per contact• DIY – printing, postage plus list costs
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PLUS …
Easy to prepare and deliver
Easy to click through for reply
Fast delivery and reply
MINUS …• Easy to discard or ignore• Penetration: Large percent is never delivered or seen• Lists are expensive ($1) and restrictive
• Cost: 1-10 cents per contact• DIY – free plus list costs
McCarthyandKing.com 508-473-8643
Telemarketing
PLUS …• Direct and interactive• Easy to shift direction • Difficult to discard or ignore
MINUS …• Penetration: few completed calls, many voice mails• List costs are higher than DM, limited availability
• Cost: $3 - $5 per contact• DIY – free plus list costs
McCarthyandKing.com 508-473-8643
It starts with your list
Third Party Lists
Vs.
Your House Lists
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Mapping your Sales Process
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Cold Calling
“I hate cold calling”
“I would never cold call”
“Cold calling sucks”
“Cold calling doesn’t work”
“Cold calling is a waste of time”
“Cold calling makes me look desperate”
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Cold Calling
One-to-One Lead Generation
IS
Cold Calling
• Cold Visits• Cold Phone Calling• Cold Direct Mail • Cold Email
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Step 1 – Lead Generation
• The goal - to identify a potential customer – NOT TO SELL
• Go beyond what you already know from your list selection
• Determine need, interest, budget, timing• Verify contact names
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Step 1 - Lead Generation
Lead Generation Options• Direct Mail • Email • Telephone (for small universe size)
Also …• Advertising (online and offline)• Paid Search• Website/SEO (inbound marketing)• Trade Shows• Public Relations
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Step 1 – Lead Generation
Should you ever use
the telephone for lead generation?
Absolutely, when you have a small universe
But you’re not calling to sell. You’re calling • to introduce yourself• to identify a need or an interest• to get the sales process rolling
Then move directly to Step 4 – Lead Nurturing
McCarthyandKing.com 508-473-8643
Step 1 – Lead Generation
Multi-Touch Lead Generation
Is there any value to
sending Direct Mail or Email
before your Telemarketing call?
McCarthyandKing.com 508-473-8643
Step 1 – Lead Generation
How to measure your results
For channels that produce a sufficient number of leads, compare:• Cost per Lead• Cost per Qualified Lead (may need to wait until Step 3)
McCarthyandKing.com 508-473-8643
Step 2 – Lead Capture
All roads
(from all sources)
lead to your Landing Page
But don’t ignore:Reply mail
Reply telephone
Reply fax
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Step 3 – Lead Qualification
Use the telephone to …• Dig deeper into each lead with a qualifying survey• Ask about:• Interest level• Timetable • Budget • Decision-making process
• Prioritize leads according to sales potential and timetable
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Step 4 - Lead Nurturing
Email is King
Email is a game-changer for lead nurturing• It’s easy, cheap and can be automated• Frequency is important – don’t let them forget you• Push for engagements – downloads, webinars, demos• Show your expertise and build your reputation
Direct Mail still works with postcards
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Step 5 – Lead Engagement
Enter Your Sales Team
• Combine one-to-one tools with face to face• Establish benchmark for sales-ready leads• Integrate sales activity with nurturing activities
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In Summary
Typical Sales Process
• Step 1 Lead Generation – direct mail, email & other • Step 2 Lead Capture – landing page• Step 3 Lead Qualification – telephone• Step 4 Lead Nurturing – email • Step 5 Lead Engagement – sales (face to face)
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Thank You