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State of B2B Direct Marketing <ul><li>Presented to the BMA Norcal Chapter </li></ul><ul><li>August 24, 2005 </li></ul><ul>...
Agenda - <ul><li>11:45 am – 1:30 pm </li></ul><ul><li>Direct Marketing Industry Perspective </li></ul><ul><li>Presentation...
1:45 Direct Mail Workshop <ul><li>Direct Mail Formats that Work – And Why </li></ul><ul><li>Where to Start – Regardless of...
<ul><li>Is Email or Direct Mail Getting a Better Response?  </li></ul><ul><li>………… .Neither! </li></ul>
Industry Perspective <ul><li>While Internet gets a lot of attention, and  e-Mail is a hot topic... </li></ul><ul><li>Telem...
B2B Lead Generation Results by Media
Advertising Spending (and Projection)
Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Postal Mail on the Upswing. </li></ul><ul><ul><li>...
Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Use of Outside Prospecting for  Postal  Mail Retur...
Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Recent Postal and E-Mail Response Performance Resu...
Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Conclusion:  Aggressive Plans to Increase Postal M...
Comparison in  Intended Purposes  for Postal and e-Mail
Cost Per Lead Often Compells  the Media Choices
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BMA State of B2B Direct Marketing- Introductory Slides

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Transcript of "BMA State of B2B Direct Marketing- Introductory Slides"

  1. 1. State of B2B Direct Marketing <ul><li>Presented to the BMA Norcal Chapter </li></ul><ul><li>August 24, 2005 </li></ul><ul><li>Moderated By: </li></ul><ul><li>Laurie B. Beasley,President, Beasley Direct Marketing, Inc. </li></ul><ul><li>Panelists: </li></ul><ul><li>Bill Mirbach, Vice President of Direct Marketing, Intuit </li></ul><ul><li>Katherine Van Diepen, Director of Marketing, Anritsu Corporation </li></ul><ul><li>Erin McCart, Senior Marketing Campaign Manager, EMC Corporation </li></ul>
  2. 2. Agenda - <ul><li>11:45 am – 1:30 pm </li></ul><ul><li>Direct Marketing Industry Perspective </li></ul><ul><li>Presentations by our Panelists: </li></ul><ul><ul><li>Bill Mirbach, VP of Direct Marketing, Intuit </li></ul></ul><ul><ul><li>Katherine Van Diepen, Director of Marketing, Anritsu Corp </li></ul></ul><ul><ul><li>Erin McCart, Marketing Campaign Manager, EMC Corp. </li></ul></ul>
  3. 3. 1:45 Direct Mail Workshop <ul><li>Direct Mail Formats that Work – And Why </li></ul><ul><li>Where to Start – Regardless of the Media </li></ul><ul><li>Creative Testing – What Works and Why </li></ul><ul><li>Getting Through to the CXO Audience </li></ul><ul><li>What To Do When the Product is New…or “so-so” </li></ul><ul><li>Email Made More Effective – You’re going to send them along with your direct mail, right? </li></ul><ul><li>Print Ads, etc. </li></ul>
  4. 4. <ul><li>Is Email or Direct Mail Getting a Better Response? </li></ul><ul><li>………… .Neither! </li></ul>
  5. 5. Industry Perspective <ul><li>While Internet gets a lot of attention, and e-Mail is a hot topic... </li></ul><ul><li>Telemarketing dominates B2B marketing response to house files… and prospecting isn’t much different: </li></ul><ul><ul><li>Telemarketing 6.44% </li></ul></ul><ul><ul><li>Email 5.93% </li></ul></ul><ul><ul><li>Dimensional Direct Mail 5.53% </li></ul></ul><ul><ul><li>Flat Direct Mail 3.10% </li></ul></ul>
  6. 6. B2B Lead Generation Results by Media
  7. 7. Advertising Spending (and Projection)
  8. 8. Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Postal Mail on the Upswing. </li></ul><ul><ul><li>Interestingly, the % of marketers in 2004 who planned volume increases for direct mail (64%) almost matched results from DMA’s 1998 survey –prior to economic downturn– in which 67% predicted increases. </li></ul></ul><ul><li>A Perspective on Postal vs. E-Mail Qty: </li></ul><ul><ul><li>Postal mail 3 million pieces annually </li></ul></ul><ul><ul><li>E-Mail 1 million messages annually </li></ul></ul>
  9. 9. Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Use of Outside Prospecting for Postal Mail Returns to Pre-Economic Downturn Levels. </li></ul><ul><ul><li>Outside list usage growth: 28.4% in 2002; 36.3% in 2003, and to 45.8% in 2004. </li></ul></ul><ul><li>Marketers Grow Much More Conservative of Outside E-mail Lists. </li></ul><ul><ul><li>List quality and drop in response rates given as reasons for hesitancy to use outside e-Mail lists. </li></ul></ul><ul><li>E-Mail & Postal Housefiles Much More Actively Used. </li></ul><ul><ul><li>Cost effectiveness of housefiles and the ability to segment by recency, frequency, and monetary value (RFM) listed as reasons for increase. </li></ul></ul>
  10. 10. Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Recent Postal and E-Mail Response Performance Results Show Significant Improvement </li></ul><ul><ul><li>For postal mail the turnaround started in 2003, as 42.8% of respondents reported increases in up-front performance over the previous year, and 52.4% reported increases for 2004. </li></ul></ul><ul><ul><li>For e-mail, the percentage of respondents who reported increases in up-front response performance grew from 35.2% in 2002 to 42.7% in 2003 and 51% for 2004. </li></ul></ul>
  11. 11. Highlights from the DMA 2005 Postal and E-Mail Marketing Report <ul><li>Conclusion: Aggressive Plans to Increase Postal Mail and e-mail Volumes for the Purpose of Generating Orders, Leads, We, and Retail Traffic. </li></ul><ul><li>See Chart on Next Page </li></ul>
  12. 12. Comparison in Intended Purposes for Postal and e-Mail
  13. 13. Cost Per Lead Often Compells the Media Choices
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