CRM Field Marketing (CRM-FM™): Training and Certification Content
Overview of Topic Areas Covered in CRM-FM Training and Certification for Marketing, Sales, and Product Management Professionals

Introduction: On-Demand CRM and The New Marketing Model™ (Unit 1)

Objectives of this Training and Certification Program 1-2

On-Demand CRM: A Tool for Improving Productivity, Efficiency, and Measurability in Sales and Marketing 1-3

salesforce sales process
Figure 1-1: "CRM and Your Company's Sales Process," from
On-Demand CRM and The New Marketing Model
(Unit 1)

Major Benefits of On-Demand CRM to the Business-to-Business Sales and Marketing Process 1-6

• Efficient New Processes Expose Old Inefficiencies 1-6

• Better Measurement is Contagious 1-7

• Often, the Problem Isn’t Lack of Measurement, It’s Poor Sales Response 1-7

Lead Development: After a Lead is Generated, It Must Be Developed, With the Help of Marketing Professionals 1-8

A Streamlined Process Becomes a Faster Process, Raising Expectations for Better Marketing Execution 1-10

The “Sales/Marketing Disconnect” 1-10

The New Marketing Model™ 1-11

On-Demand CRM and the New Marketing Model: Core Principles 1-12

1.) Knowledge of the Tradecraft of Marketing Execution 1-12

2.) Owning the Skills of Effective Marketing Execution 1-13

3.) Marketing Aligned with Sales 1-14

4.) Partnering with Sales by Executing Effective Lead Development Programs 1-15

5.) Using Clear Presentation in Lead Generation and Lead Development 1-17

6.) Using “Show What You Know” to Establish Thought Leadership and Unique Positioning for Your Company and Its Product 1-18

Functional Areas Where Marketing is Integrated With On-Demand CRM 1-18

1.) Tracking and Measuring Sales Response from Marketing Programs (On-Demand CRM Campaigns) 1-19

2.) Manual and Online Lead Capture (CRM Web-to-Lead); 1-21

3.) Online Storage and Distribution of Sales Support Marketing Deliverables (Marketing Documents) 1-21

4.) Executing, Tracking, and Measuring Lead Development Programs (Third-party E-Mailers and On-Demand CRM Reports) 1-22

5.) Produce, Execute, Measure, and Assess Keyword Search Advertising (On-Demand CRM and Google AdWords) 1-23

6.) Plan, Schedule, and Monitor Progress of Execution of Marketing Programs (CRM Project Management) 1-24

It All Starts With a Lead 1-24

On-Demand CRM and Your Marketing Plan: Integrating On-Demand CRM to Business-to-Business Marketing Programs, Methods, and Media (Unit 2)

Integrating Your Marketing Program and Aligning Its Objectives to On-Demand CRM 2-1

Two Essential Elements of Business-to-Business Marketing Plans in The New Marketing Model 2-4

How Marketing Tools and Media Integrate With On-Demand CRM 2-4

• Direct Mail 2-4

• Print Display Advertising 2-5

• Trade Shows 2-6

• Web Sites and Keyword Search Advertising 2-7

• E-Mail Message Programs 2-8

Field Marketing for Sales Support 2-8

Tracking and Measuring Response to Your Marketing
Program Using On-Demand CRM 2-10

Lead Tracking by Campaign in On-Demand CRM 2-10

Overview of Key Marketing Measurements Used in On-Demand CRM 2-12

• Response Rate 2-14

• Cost-per-Lead 2-14

• Return on Investment (ROI) 2-15

• Lifetime Value of a Customer 2-15

• Other Key Marketing Measurements 2-15

Marketing Professional’s Checklist for Creating a Campaign Using On-Demand CRM 2-17

1.) Creating a New Campaign 2-17

2.) Importing Leads to a Campaign 2-19

3.) Set up Campaign Tracking Features 2-19

4.) Export Leads or Contacts to a Mailing List (for Direct Mail Projects) 2-22

5.) Execute Your Campaign, and Track, Measure, and Assess Campaign Response 2-23

Marketer’s Action Plan: Six Steps to Effective Marketing Execution Utilizing Campaigns in On-Demand CRM 2-24

1.) Create Your Plan 2-25

2.) Plan for Measurement 2-26

3.) Execute 2-27

4.) Track, Measure, Monitor, and Assess 2-27

5.) Evaluate, Adapt, and Improve 2-28

6.) Follow Through 2-28

How this Workbook is Organized: Overview of Main Workbook Sections 2-29

Professional Development for Business-to-Business Marketing Professionals 2-30

How to Write Advertising (Or Manage Those Who Do): Discovering, Developing, and Presenting Your Product's Most Effective Sales Message (Unit 3)

salesforce writing ad copy
Figure 3-1: "Listen to Your Sales Reps," from Copywriting (Unit 3)

Effective Copywriting Means Research and Execution 3-2

• Part 1: The Information-Gathering Stage 3-3

• Step 1: Listen to Your Company’s Sales Reps 3-3

• How to Debrief a Sales Rep 3-4

• Learn Which Benefits Work Best 3-5

• How Do Your Salespeople Counter Common Sales Objections? 3-6

• What Else Do Your Salesmen Have to Say? (Plenty!) 3-6

Ask Your Top Sales Reps: “'What’s Your 'Elevator Pitch?'” 3-6

• Elevator Pitch Examples 3-7

• What Do Your Sales Reps Think of Your Company’s Marketing? 3-8

• Step 2: Check Your Competition 3-9

• Step 3: Get Your Competitor’s Sales Information Kit 3-9

• Step 4: Research Trade Publications in Your Industry 3-10

Part 2: Writing Effective Advertising and Promotional Copy 3-11

How Prospects See Your Advertising 3-11

Anatomy of an Effective Marketing Deliverable 3-12

• Headline 3-12

• Subheads 3-13

• Body Copy 3-14

• Call to Action 3-15

Writing Effective Advertising: Three Advertising Copywriting Exercises 3-16

Step 1: The Laundry List 3-16

• Sales Benefit Attributes 3-17

• Speed • Efficiency • Productivity 3-17

• Quality • Comprehensiveness • Richness 3-17

• Low cost • Savings • Value for money 3-18

• New • Updated • Improved • Upgraded • Different 3-19

Step 2: The Park Bench Story 3-19

Step 3: Your Elevator Pitch 3-21

• What You Have Accomplished by Completing these Exercises 3-21

Part 3: The Execution Stage 3-22

• Your Headline 3-23

• Converting Benefits to Headlines: Examples 3-23

• Your Subheads for Sales Copy 3-25

• Your Marketing Deliverable’s Body Copy 3-25

This Writing Process Opens Infinite Possibilities 3-27

Field Marketing Deliverables: Expedient Layout and Execution for Effective On-Demand CRM Sales and Marketing Documents (Unit 4)

landing pages
Figure 4-5: "Landing Pages," from Field Marketing Deliverables (Unit 4)

Examples of Expedient Marketing Deliverables 4-2

1. Print Field Marketing Deliverables 4-3

• Informational Premiums 4-3

• White Papers 4-3

• Sales Support Materials 4-5

• Sales Flyers 4-5

• Comparison Charts: Powerful Marketing and Sales Tools 4-6

• Question-and-Answer/FAQ Sheets 4-9

Sales Letters 4-9

• Sales Letter Structure 4-10

• Sales Letter Idea Starters 4-11

• Step 1: Writing the Sales Letter Lead 4-11

• Lead With Empathy 4-11

• Ask a Question 4-12

• Start it Straight 4-12

• Break the News or Cite a Source 4-13

• Sometimes, a Headline Works Just Fine 4-13

• Sales Bullets and Key Sales Benefits 4-14

• Starting Your Body Copy 4-14

• Layout and Presentation Techniques for Sales Cover Letters 4-15

• Bullets 4-15

• Boldface Paragraph Leaders 4-16

• Boldface Phrases Within Paragraphs 4-16

• Copy Boxes 4-16

• Sales Letter Close and Call to Action 4-17

• The More Personal the Letter, the Less Promotional It Should Be 4-21

• Scouting New Deals and Filling Your Company’s Deal Pipeline Gives You a Place at the Table 4-22

2. Online Deliverables 4-22

• Landing Pages 4-22

• E-Mail Messages and Newsletter Formats 4-24

• Web Video 4-25

3. Other Marketing Deliverables 4-25

• Telephone Voicemail Scripts 4-25

• PowerPoint Presentations

• Checklist for Making PowerPoint Presentations More Effective 4-30

III: Expedient Layout Techniques for Field Marketing Deliverables 4-31

• Guiding Design Principles for Non-Designers 4-31

• Elements of Sales Flyers, Ads, and Other Promotional Marketing Deliverables 4-33

Design and Content Checklist for Effective Layout of Field Marketing Deliverables 4-36

• Layout Devices that Improve Presentation and Selling Power 4-40

Field Marketing Deliverables and On-Demand CRM Document Library Features 4-41

Direct Mail Planning: Generating Inquiries and Sales Leads Through Direct Mail and Direct Response (Unit 5)

direct mail
Figure 5-7 "Types of Direct Mail Packages, and How to Use Them," from Direct Mail Planning (Unit 5)

Advantages of Direct Mail 5-1

Direct Mail Applications 5-3

Part 1: Mailing Lists: The Heart of Your Company’s Direct Mail Marketing Activities 5-5

• Assessing Mailing Lists 5-5

• Elements of a Winning Mailing List 5-6

• Mailing Lists: Self-Compiled and Rented Mailing Lists 5-7

• Self-Compiled Mailing Lists 5-7

• Self-Compiled Mailing List Sources 5-7

• The “Dumb Assistant” List Compiling Method 5-8

• List Compilation: Set Your Database Up Right the First Time 5-10

• Rented Mailing Lists 5-12

• Where to Find Mailing Lists to Rent: SRDS Direct Marketing List Source 5-14

• How to Look for Mailing Lists in SRDS Direct Marketing List Source 5-15

• Types of Trade Publication Mailing Lists 5-16

• Compiled Mailing Lists 5-17

• How Much Response Should You Get from Your Mailings? 5-17

• Mailing List Rentals and Policies 5-18

Part 2: Direct Mail Packages 5-18

• Direct Mail Package Elements 5-20

• Outer Envelope 5-21

• The Sales Letter 5-22

Elements of Successful Direct Mail Sales Letter Copy 5-24

• Lead Paragraph 5-24

• Key Sales Benefits and Sales Bullets 5-24

• Sales Letter Close and Call to Action 5-27

• Layout Tips for Sales Cover Letters 5-28

Brochures for Direct Mail Packages 5-28

Direct Mail Response/Business Reply Cards (BRCs) 5-30

The “Buck Slip” 5-31

The Call to Action: Direct Mail Premiums to Get Inquiries and Orders 5-32

Other Promotional Offers for Direct Mailings 5-33

Self-Mailer Formats: Brochures, #10 Mailers, and Four-Color Postcards 5-34

Self-Mailing Postcards 5-35

Direct Mail Testing: Reducing Risk and Expense in Your Company's Direct Mail Projects (Unit 6)

Typical Mailing Tests 6-2


• When to Test 6-3

• Deciding What to Test 6-3

• Your Testing Benchmarks 6-4

• Testing Sample Sizes: How Small is Too Small and How Big is Too Big? 6-5

• Minimum List Sample Size 6-5

• Finding List Sample Sizes: The “Statistics Professor” Method 6-5

• The “Real World” Sampling Method 6-6

• List-Testing and Sampling: A Typical Example 6-8

Planning Your Direct Mail Test Program 6-10

• Selecting Mailing Lists to Test 6-10

• “Nth-Name” Mailing List Selection 6-11

• Testing Direct Mail Packages 6-11

• Testing Different Promotional Offers 6-12

• Preparing Your Direct Mail Test 6-12

• Create a Test Panel Matrix 6-12

• Key-Coding Your Direct Mail Pieces 6-12

• Developing a Key Code System for Your Mailings 6-13

• Where to Print Key Codes 6-14

• Developing Procedures for Collecting and Reporting Key Codes 6-15

Marketing Professional’s Checklist for Creating a Direct Mail Test Using On-Demand CRM 6-16

1.) Creating a New Campaign Type to Track Mailing List Tests in On-Demand CRM 6-17

2.) Add an Actual Response Calculation Field to Your Campaign Records 6-19

3.) Create a Key Code Field 6-22

4.) Create a New Campaign for Each Mailing List Test and Import or Assign Each Mailing List to Each Campaign 6-22

5.) Capture Responses as they are Received from Your Test Mailings 6-23

6.) Set Up On-Demand CRM Reporting Features to Track and Measure Your Test Mailings 6-24

Developing a Response Curve for Your Mailings 6-24

Analyzing Results of Your Test Mailings 6-29

Direct Mail Troubleshooting: What To Do If Your Test Mailings Fail 6-31

Testing is a Continuous Process: Test Always, and Test Often 6-34

Rolling Out: Scaling Up Your Mailings After Your Direct Mail Tests 6-34

Scaling Up: Determining Your Range of Response to a Mailing 6-34

Test Mailing Rollouts: How Many Pieces to Mail Next? 6-35

Extending Your Direct Mail Program: Timing and Execution 6-37

Direct Mail Execution: Creating, Developing, and Executing Successful Direct Mail Projects (Unit 7)

Putting Direct Mail to Work: A Mailing for Most Every Marketing Situation 7-1

• Situation #1: Mailings to Rented Mailing Lists 7-2

• Marketing Situation #2: Tactical Mailings for Sales Promotions, New Product Announcements,
and Other “Targets of Opportunity” 7-6

• Marketing Situation #3: Inquiry-Generation Postcard Decks 7-7

• Marketing Situation #4: The Sales Rep’s Sales Kit 7-12

• Marketing Situation #5: Sales Inquiry Bounceback Package 7-13

Executing Your Company’s Direct Mail Projects 7-15

• Step 1: Mailing List Selection (Estimated Execution Time: 1- 2 Weeks) 7-16

• Internal Mailing Lists 7-17

• External Mailings: List Execution for Rented Mailing Lists 7-18

• Step 2 : Direct Mail Package Design, Copy and Production (Estimated Execution Time: 1-3 Weeks) 7-21

• Direct Mail Package Development for New Mailings 7-21

Direct Mail Piece Development and Production: Timing and Mechanics 7-22

• Step 1: Sketch Out the Requirements and Sales Copy Points of Your Direct Mail Package 7-23

• Step 2: Direct Mail Package Copy, Development and Production 7-24

• The Proofing Cycle 7-24

• Step 3: The Print Production Process 7-26

• Step 4: Lettershop and Mailing 7-27

• Mailing List Processing 7-29

Marketer’s Action Plan (MAP): Checklist for Executing Direct Mail Campaigns in On-Demand CRM 7-31

1.) Create Your Plan 7-31

2.) Plan for Measurement 7-31

3.) Execute 7-33

4.) Track, Measure, and Assess 7-34

5.) Evaluate, Adapt, and Improve 7-34

6.) Follow Through 7-34

Trade Show Marketing: Making a Success of Your Company's Trade Show Opportunities (Unit 8)

trade shows
Figure 8-4: "Trade Show Booth Visibility," from Trade Show Marketing (Unit 8)

Trade Shows: Where Markets Come Alive 8-1

• Trade Shows Keep Marketing Professionals Sharp 8-2

• Locating the Best Trade Shows in Your Market 8-2

Trade Show Timing and Planning 8-3

• Evaluating Trade Show Opportunities 8-4

• Selecting a Trade Show Booth: Location and Size 8-5

• Choosing the Best Trade Show Booth Location 8-5

• Selecting Your Booth Size 8-7

• Getting Your Company Into the Show 8-8

• Trade Show Booth Options 8-9

• Trade Show Booth Backdrop 8-9

How Show Attendees Wander a Trade Show—and How to Get Them to Your Booth 8-11

Producing Your Company’s Trade Show Backdrop Design 8-12

Small Booth Aisle Signs 8-15

Trade Show Sales Video on Flat-Panel Display 8-19

Trade Show Pre-Marketing: What to Do Before the Show 8-21

• Trade Show Postcard Mailings 8-22

• E-Mailing Show Announcements/Invitations to Existing Sales Prospects 8-25

• Advertising in Trade Show Dailies 8-26

• Printed Marketing Collateral for Trade Shows 8-26

• Trade Show Premiums and Drawings 8-28

• Trade Show Logistics 8-28

• Getting Your Booth and Materials to the Show 8-30

• Booth Setup Day 8-31

• Major Trade Show Emergencies 8-32

The Show Begins: How to Work a Trade Show 8-33

When the Show Ends 8-34

Marketer’s Action Plan (MAP): Checklist for Executing Trade Show Campaigns in On-Demand CRM 8-34

1.) Create Your Plan 8-34

Preparation (for Execution) 8-35

Concept and Production 8-35

Pre-Show Promotion 8-36

2.) Plan for Measurement 8-37

Cost Side 8-37

Estimated Revenue Side 8-37

Preparation (Measurement) 8-38

3.) Execute 8-38

Pre-Show 8-38

At the Show 8-39

4.) Track, Measure, and Assess 8-39

5.) Evaluate, Adapt, and Improve 8-39

6.) Follow Through 8-40


Print Advertising Planning and Execution: Making Trade Print Advertising Pay Off in Your Company's Marketing Program (Unit 9)

b2b print advertising
Figure 9-5: "Fractional Ads," from Print Advertising (Unit 9)

The Trouble with Print Advertising in B2B: Cost and Long Lead Times 9-1

• Should Your Company Be Advertising at All? 9-2

Key Elements of Your Company’s Print Advertising Program 9-4

• Your Advertising Program’s Goals 9-4

• Planning Your Company’s Print Advertising Programs 9-5

1. The Advertising Layout, or Deliverable 9-5

• What’s Your Offer? 9-6

• Always Test Every New Advertising Program 9-6

• Whenever You Run an Ad, Track It 9-7

2. Ad Size: What’s Best for Your Advertising Program? 9-8

• The Full-Page Ad Myth 9-8

• Don’t Run a Full Page Ad When a Smaller Size Will Do 9-10

• Sales vs. Inquiries from the Ad: Best Fractional Ad Sizes 9-12

3. Publication (Trade Media) Choices: Where to Advertise? 9-12

• Trade Media Placement in Your Industry: Usually, Two Publications Rule 9-12

• Standard Rate & Data Service (SRDS) 9-13

• How to Select Publications 9-13

• Media Kits and Sample Issues 9-14

4. Frequency: How Often Should We Advertise? 9-17

• Other Advertising Planning Issues: Ad Scheduling, Positioning and Tracking Response 9-18

• Your Advertising Schedule 9-18

• Display Advertising Positioning 9-19

• Getting the Best Ad Position in a Publication 9-20

• Publication Editorial Schedules 9-20

Using On-Demand CRM to Track Your Ad Placement Schedule 9-21

Planning and Executing a New Print Advertising Campaign

Overview of Key Elements 9-23

Advertising Creative Development and Production (1-4 Weeks) 9-24

Step 1—Your De-Brief to the Agency 9-24

Step 2—The Ad Agency Presentation 9-24

Step 3—Final Ad Production (1 Week) 9-26

Step 4—Space Reservations and Ad Submissions (Less than 1 Week) 9-26

Ad Materials Submission 9-28

Marketer’s Action Plan (MAP): Checklist for Executing Print Advertising Campaigns in On-Demand CRM 9-29

1.) Create Your Plan 9-29

Your Objectives 9-29

Targeting 9-29

Preparation (for Execution) 9-30

Concept and Production 9-30

2.) Plan for Measurement 9-31

Cost Side 9-31

Estimated Revenue Side 9-31

Preparation (Measurement) 9-31

3.) Execute 9-32

4.) Track, Measure, and Assess 9-32

5.) Evaluate, Adapt, and Improve 9-32

6.) Follow Through 9-33

Video and Multimedia: Using the Power of Spoken Words and Moving Images to Sell Your Company's Products (Unit 10)

b2b video
Figure 10-7: "On-Screen Text Reinforces Your Product's Key Sales Benefits," from Video and Multimedia (Unit 10)

Typical Video and Multimedia Applications 10-1

• High-End Vs. “Industrial” Video Projects 10-3

• The Desktop Video Revolution 10-4

The Video Producer 10-5

• How to Evaluate the Producer’s Demo Reel 10-6

• How to be Your Own Executive Producer 10-6

• Decide on Your Video Project’s Application and Goals 10-7

Web Video 10-7

• Uses for Web Video in B2B Marketing 10-8

• Production Techniques for Web Video 10-9

Every Effective Web Video Begins With a Great Script 10-10

• Web Video Script Structure 10-10

• Visuals and Production Techniques for Web Video 10-11

Trade Show Booth Videos 10-12

Sales Videos 10-12

Video News Releases 10-13

Writing The Script: What Marketing Managers Should Know 10-14

• What to Look for in a Video Script 10-15

• Basic Sales Video Script Structure 10-21

Your Video Production Checklist: Executing Video Projects 10-22

Basic Elements of a Video Project 10-22

The Final Edit: Working with a Video Producer 10-24


Keyword Search Advertising:
Generating Keyword Search Leads With Google AdWords (Unit 11)

google adwords graphic
Figure 11-1: "Google AdWords B2B Keyword Search Marketing," from Keyword Search Advertising (Unit 11)

Google AdWords Keyword Search Advertising 11-2

Google AdWords: An Overview 11-4

• AdWords Elements and Terminology 11-5

Developing Content-Based Premiums: The Starting Point for Effective AdWords Search Marketing Programs in B2B 11-8

• What Do Your Prospects Want, and What Does Your Company Know that Gives Prospects What They Want? 11-9

1.) Defining Your Potential Prospect’s Wants, Problems, and Issues 11-10

2.) Assessing and Presenting What Your Company Knows that Solves Your Potential Prospect’s Problem 11-11

3.) Developing Content that Motivates Searchers to Become Prospects 11-13

4.) Finding the Keywords Your Potential Prospects Use to Search for Products Like Yours, or Problems Solved by Your Product 11-14

Developing and Discovering Keywords to Use in Your Search Marketing Program 11-15

• Keywords Describing Your Product 11-16

• Keywords Describing the Problem Solved by Your Product 11-17

• Keywords for Market Segments and Specialized Applications 11-18

• Creating Keyword Lists and Organizing them into Keyword Stacks 11-19

• Specifying Keyword Variations 11-20

• Using Google’s Keyword Tool 11-22

Writing and Placing Text Ads for Google AdWords Programs 11-23

• Google Text Ad Format 11-24

• Writing Google Text Ads 11-24

• How to Begin: Write Copy for the Product, the Premium, or the Problem 11-25

• Text Ad Examples: Product, Premium, and Problem 11-25

• Google Text Ad Copywriting, Targeting, and Execution Tips 11-27

Developing Landing Pages for Google AdWords Lead-Generation Programs 11-29
Thank You Page 11-31

Tracking AdWords Conversions: Adding On-Demand CRM “Web-to-Lead” Tracking to Your Landing Pages 11-31

Executing AdWords Keyword Search Marketing Programs 11-33

Overview: Checklist for Setting Up and Running a New Google AdWords Ad Group 11-33

Troubleshooting Low Response in AdWords B2B Keyword Search Marketing programs 11-36

• Impressions and Low Click-Through Rates 11-36

• Conversions 11-37

E-Mail Lead Development Programs: Developing Effective E-Mail Content for Lead Development Programs (Unit 12)

e-mail marketing
Figure 12-6: "E-Mail Message Formats," from E-Mail Lead Development Programs (Unit 12)

Elements of Successful E-Mail Lead Development Programs 12-2

Major Types of E-Mail Messaging Programs for Lead Development 12-3

E-Mail Message Templates for Every Selling Situation 12-6

• Sales Letter and Message Template Examples 12-7

• Guidelines for Writing E-Mail Sales Letter Templates 12-8

Editorial E-Mail 12-10

• The Importance of Being a Thought Leader 12-10

• Benefits of an Editorial E-Mail Messaging Program 12-11

I: Recognizing Your Company’s Special Expertise: “Show What You Know” 12-11

• Finding and Developing Content for Editorial E-Mail Messaging Programs:

• Where to Look and How to Start 12-14

• Examples of Editorial E-Mail Message Programs 12-15

II: Developing Your Company’s Expertise to Create Editorial E-Mail Messaging Programs: “Show What You Know” 12-16

• Observing Your Industry’s Issues, Trends, and Motivations 12-16

• Finding and Evaluating Available Content for Your Editorial E-Mail Program 12-18

• Sources Within Your Company 12-19

• B2B Editorial Examples 12-20

• Developing Editorial Content for Your E-Mail Messaging Program 12-21

• Editorial E-Mail Formats 12-21

• Editorial Content Formats 12-22

• E-Mail Message Formats 12-23

• E-Mail Message Formats: Which Format to Use? 12-25

Developing Content Targeted to Other Decision-Makers at the Prospect’s Company 12-25

Writing and Producing Content for Your Editorial E-Mail Messaging Program 12-26

Lead Development Programs: Executing Effective E-Mail Messaging with Integrated Lead Development Programs (Unit 13)

integrated marketing
Figure 13-3 "E-Mail Messaging Program Schedule," from Lead Development Programs (Unit 13)

Timing and Scheduling of E-Mail Message Transmissions 13-2

Scheduled And Ad Hoc, “Spot” Transmissions By Sales Reps 13-2

• Examples of “Triggering Events” that Increase Selling Opportunities 13-2

• Marketing’s Response to “Triggering Events” in the Lead Development Process 13-3

Scheduled E-Mail Message Transmissions 13-5

• Editorial E-Mail Content 13-5

• E-Mail Prospect Newsletters 13-5

Targeted or Scheduled Promotional E-Mail Announcements 13-7

Sequenced Autoresponder E-Mail Message Transmissions 13-8

• Sequenced Autoresponder Applications for B2B Lead Development Programs 13-9

• Sequenced Autoresponder Programs: Factors to Consider 13-10

• Content Selection Decisions for Sequenced Autoresponder Mailings 13-11

Managing, Measuring, and Adapting Your E-Mail Messaging Programs 13-13

Creating an E-Mail Messaging Schedule for Your E-Mail Messaging Program 13-13

Execution of E-Mail Messaging Programs 13-15

Targeting Content to Prospects Throughout Your Company’s Sales Cycle 13-17

Tracking and Measuring Your E-Mail Messaging Program 13-18

• Common E-Mail Measurements 13-18

• Deliverability Rate 13-18

• Open Rate 13-19

• Click-Through Rate 13-19

• Forms Completion (or Download) Rate 13-20

• Opt-In Rate or Unsubscribe Rate 13-21

• Observing, Assessing, and Comparing Key E-Mail Measurement Rates 13-21

Start-Up Marketing: Marketing for Start-Ups, New Product Launches, and New Markets (Unit 14)

new product launches
Figure 14-4: "Private Label and Co-Marketing Deals," from Start-Up Marketing (Unit 14)

Riding the Tiger 14-1

• Markets Turn on a Dime in Every Start-Up or New Product Launch—So Be Ready 14-2

• Marketing in Start-Ups and New Product Launches Means Continuous Testing 14-2

• The Federal Express Story: Fast Response and Marketing Execution Saves the Day 14-3

Start-Up and New Product Marketing: The Important Thing is Knowing What You Don’t Know 14-5

• Marketing Assumptions Used for a Start-Up’s Financial Projections 14-6

• Estimating Market Response Before Market-Testing Your Product 14-6

Step 1: Market Gap Analysis 14-9

Step 2: General Market Assessment Checklist 14-10

Start-Up Marketing Manager’s Analysis and Action Plan 14-10

1.) General Issues 14-11

2.) Background Research and Action Items 14-11

3.) Marketing Deliverables 14-13

Development of Rough Marketing Deliverables for Market Testing 14-14

4.) Market testing 14-16

5.) Targets of Opportunity 14-17

Marketing Turnarounds: When Your Marketing Program Hits the Wall: Troubleshooting and Correcting Poor Sales Response (Unit 15)

marketing turnarounds
Figure 15-2: "In The Arena," from Marketing Turnarounds (Unit 15)

Landing in the Grey Middle 15-1

• There’s Always Something You Can Do 15-2

• What Went Right? 15-3

Examining Where Marketing Projects Go Wrong: Common Causes of Poor Marketing Response 15-5

• Marketing-Related Problems 15-5

• Copy and Deliverable Problems 15-5

• Market and Prospect Selection 15-8

• Direct Mail 15-8

• Sales Support 15-10

• Print Advertising 15-11

• Clarity 15-13

•Boldness 15-14

Marketing Execution 15-16

• Solving Execution Problems 15-17

Product-Related Problems 15-19

• More and Better Marketing Skill Never Saved a Bad Product 15-19

• How to Get Product Feedback 15-20

• Common Product-Related Causes of Poor Market Response 15-20

• Crisis Marketing: Taking Action When the Product is Ahead of Its Time 15-22

• Saving a Product That is Ahead of its Time 15-23

• Common Changes to Marketing Strategy and Deliverables When a Product is Retooled 15-24

Distribution and Market Size Problems 15-25

• Common Distributor Problems 15-25

• Solving Distributor Problems 15-26

• Sales Meetings 15-26

• Adding and Improving Distributor Sales and Marketing Deliverables 15-28

• Greater Involvement, Training and Communication Improve Distributor Sales Performance 15-29

Uncontrollable Factors Revealed by Your Test 15-30

Action is the Cure for Adverse Market Conditions 15-31