2. B2B Marketing Part 3: Marketing Media for B2BMichelle FarabaughTitle title title, Cognitive DataCarol Worthington-LevyCreative Director, Worthington-Levy Creative

3. 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?

4. Proventactics and strategies that help B2B businesses cultivate customers

5. Contact strategies used to be fairly simplistic Months 0 3 6 9 12 Order Catalog remail Thank you letter Catalog mailing Bounce back catalog

7. Shipping confirm

11. Customers are hard to get, relationships fleeting Tailor communications to the relationship timeline — Make sure you never let them go for even a week If you don’t keep talking with them, someone else will… Cross-sell Renewal/Statement Nothing? Win Back Thank You

12. 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

14. Romancing an offer

15. Product introduction and trial

16. Direct selling

17. Longer shelf life, better pass-along

18. Good deliverability

20. Communicating product or program information, changes

21. Direct selling

22. High degree of urgency

23. Interactivity

24. Extremely accurate targeting (to house list)

26. Space advertising tactics The most successful ads are very straightforward Clear communication is always better than something symbolic

27. What NOT to do

28. Such clever creative. That nobody understands. These run in airports all over the world.What are they selling?

29. 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.

30. Online ad that really works Online ads must invite interaction

31. ‘Shoulds’ and mandates turn off your customers 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

32. Who would take the time to read this? Quick easy reading is mandatory

33. This ad will be ignored 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?

34. Focus on your prospect and their needs Chest beating bores your prospect: make it about them Emotional grabs attention and highlights customer concerns

35. There are basic human needs and reactions Everyone wants to look smarter to their boss – neater to their clients – more successful to their peers

36. People love knowing you’re providing them options for the future They can see they’ll never regret their decision

37. Testimonials clarify who you are to this audience Professionals who want a ‘sure thing’ look to their respected colleagues for suggestions Keep testimonials pared down to the real ‘meat’

39. Boring doesn’t get opened no matter how much you think it will

40. Don’t just “land” on their desk…The first time you arrive, include a letter and a kickoff offer

42. No sales language — the assumption that the prospect understands the product.26

44. Explanation of the product with emphasis on successful use and comparisonDemo - using OUR paper vs. using THEIR paper 27

47. 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

48. 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

49. Think “Campaign” …by updating the site regularly to match the catalog and mailings

51. Don’t try to be too clever, either

52. Highlight a product that may be lost in your catalog

53. Announce new products

55. 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

58. 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

59. Get attention quickly with a postcard This proofreading service has sent many postcards with typos on them, getting my attention!

60. Generate web traffic: good postcards get big ROI It doesn’t replace a catalog a great action generator very inexpensive Highlight a specialty product

61. For ‘pureplays’ postcards are a boon to traffic Many ordered directly from these cards

62. If a sale is worth a lot, think dimensional You can make a box pkg a a lead generator Break your list into layers: C-level people in a company get dimensional, others get flat mail

63. 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

65. No letter!!

66. Strange and disconnected concept doesn’t meet any campaign

67. Gift arrived not working, and it requires 6 no.10 batteries –

69. Send them what they asked for – and ask them to opt in for more

70. Show them that you listen to them and care what they think

71. eMail to existing customers and your opt-ins

72. Announce new products, Invitations to events, Inform of special offers

73. Keep it interesting with stuff that is helpful to them like real webinars (not just the ones promoting your business)

75. You can’t just talk ‘sale/special deal’ – it degrades the relationship quickly

76. You must test, test, test to find out where it pays off to send more, where you must send less

79. 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.

83. Make some more promotional

85. “Triggered” emails: shopping cart reminder

86. 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. …

87. 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.

88. 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.

89. 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

90. 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

92. Legibility is a priority

94. 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

95. A little change does you good Visual variation helps keep me here

96. 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…

97. 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

99. A choice of how customers can respond and view

101. After the opt-in, what else do we see? ‘Thank you’ seems stark, out of character. P.S. – would I follow them on Twitter?? Nah! Alternate emails are used to keep my attention Purely a trade-in offer Office Advisor provides tips and templates for the business printing and promos

102. 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

103. A final note: Leo Burnette’s3 principles of the creative process — and how to make B2B compelling and successful There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it. When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either. Steep yourself in your subject, work like hell, and love, honor and obey your hunches.

104. Contact Us Carol Worthington-Levy Creative Director CWL@Worthington-Levy.com Michelle Farabaugh Title title title mfarabaugh@cognitivedata.com