NEDMAInno14: The Power of One-to-One - Bob McCarthy

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


One Funnel Marketing


“…chasing smokestacks…”


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


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


The way things are …

Direct Mail

vs.

Email

vs.

Telemarketing


The way things should be …

Direct Mail

+

Email

+

Telemarketing


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


Email

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


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


It starts with your list

Third Party Lists

Vs.

Your House Lists


Mapping your Sales Process


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”


Cold Calling

One-to-One Lead Generation

IS

Cold Calling

• Cold Visits• Cold Phone Calling• Cold Direct Mail • Cold Email


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


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



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



Multi-Touch Lead Generation

Is there any value to

sending Direct Mail or Email

before your Telemarketing call?



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)


Step 2 – Lead Capture

All roads

(from all sources)

lead to your Landing Page

But don’t ignore:Reply mail

Reply telephone

Reply fax


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


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


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


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)


Thank You