2. B2B Marketing Part 4: 50 tips to power up your efforts Michelle Farabaugh Executive Vice President, CognitiveDATA Al Bessin Executive Vice President, CognitiveDATA Carol Worthington-Levy Creative Director, Worthington-Levy Creative

4. Be sure your marketing mix includes both Push and Pull elements Catalog Email Flyer Email SEO SEM SEO SEM

11. Tailor marketing techniques to the type of account you target

14. B-to-B direct marketing is primarily a one-to-one relationship

15. Understand where the account is in the journey Customer Value Average High Time Low Target Acquire Retain Grow First Purchase Up-Sell Dialogue Optimized Develop

17. Separate Branded from Competitive terms when evaluating Search results “ Stroller ”

18. Make testing part of every marketing strategy and plan Test Test A Test B Control

20. email: subject lines must vary

27. Don’t Hesitate To Ask—Customers Get It! 13 unique and most relevant titles presented

28. Aggressively seek to tie contacts with accounts in your database

36. Use appropriate intervals for metrics and reporting When actionable ? When a trend ? When available ?

37. Any response measurement scheme is a model – there is no perfect system Direction appears long before absolute clarity

39. Include quality value added content on your site or your catalog pages Helpful tips, authorities sharing experience that will help the business be more successful

40. Build a contact matrix to maximize ROI

41. Identify key accounts and manage them actively!

48. Actively manage your affiliate programs! Your Account You

50. Use telemarketing as an integral part of your contact strategy

54. Competitive advantage in the future will live in how effectively an organization can understand , track , engage , measure & influence consumer behavior at the individual, site and corporation level.