I heard a bad answer given by a presenter at a direct marketing event once. His answer was “nothing” and he was right from a technical viewpoint, but clearly wrong in terms of the marketing process. He was answering the question in relation to the design of web landing pages, but this is applicable to Email, Direct Mail and most marketing mediums.

Clearly the campaign creation process is substantially different and involves taking a different approach to campaign goals, creation of content and the campaign offer.

1) Campaign goals are different

Typically, B2B campaigns are not motivated by an immedate sale. They usually involve human interaction as an end goal;

* schedule a Webex
* get a meeting with a decision-maker or influencer
* give a free consult

For most B2C campaigns, success depends on how much sales increase. For most, the sale is usually immediate and is done directly from the Personal URL. Purchases mostly happen without a conversation with your sales staff. E.g. buying a pair of Nike sneakers, a book from Borders, etc.

The following are 3 simple tips to improve response from your email campaign.
1) Make your content and offer relevant
2) Get them acquinted with you
3) Be clear how you want them to respond (Call to action)

Read more about these tips in today’s email post.

That’s 100 million views on youtube for Avril Lavigne’s Girlfriend music video. What’s a pity is that I don’t see a link anywhere to buy her latest CDs. No updates of when her new album is coming out. Nothing that immediately converts these staggering numbers into increased sales or even to pass useful information to her fans about an upcoming concert or performance (she just performed in Singapore 2 days ago).

The success of your campaign will depend mainly on how well you manage 3 things.
1) Your list
2) Your creative
3) Your offer
For most marketers, the list and creative would already have been taken care of: by their agency, list broker, previous investments with their CRM and the designers in the company. The offer is the one element [...]

Share with us your stories of how you have reached your customers through the new media via comments and trackbacks from your blog.

In Software as a Service, we believe that the key to success still lie in service quality. Sure, the SaaS makes it cheaper than creating it in-house and more convenient than an enterprise solution, but the main benefit is the quality of service that it affords.
In a business environment that is increasingly competitive, it is still difficult to find a company that provides quality service and support for their customers. Yet this simple act goes a long way to keeping current customers happy, keeping businesses afloat and sales coming in.

I almost feel that with each campaign that marketers send out, they hold their breath and cross their fingers as they wait for responses to come in. Sometimes they get spectacular results, other times they’re disappointed.

This tends to happen to marketers at different ends of the spectrum; bold marketers exploring new concepts, mediums of customer segments and the inexperienced marketer that may not yet know the best way to market their product to their customer segments.

This post outlines some of the strategies that can help marketers reduce this uncertainty over their campaign results.

This post was written for this very purpose, to make understanding personalized marketing simple and outline the various processes that make up a personalized campaign. Marketers can take heart that creating a personalized marketing involves familiar processes that marketing encompasses, concepts like segmenting, picking the ideal customer, including an offer as part of a promotion among others. The difference is the approach that personalized marketers use in their marketing.