Â
We, as marketers, can all agree that design (use of graphic elements) is an important part of marketing communications. This is true because we, as humans, are extremely visual. We judge others based on the way they dress, assume colorful edibles are delicious and often consume products that have a fancy packaging. When deciding on [...]

As I was taking out the trash this past weekend, I realized how much marketing $$$ was being thrown away. I decided to pull out all the direct mail pieces from the trash bag and sort through them. Every piece was composed of different offers, content and images. After a brief examination, I realized a [...]

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.