Category: Nurture Marketing


10 Secrets for Direct Mail Success

Have you noticed how, these days, your inbox is overflowing with solicitations--but your regular mailbox has few, if any, offers?  This trend makes for a great opportunity, and now is an excellent time to reintroduce direct mail to your marketing strategy. Here are some ideas both creative and practical for direct mail success, no matter what size your marketing budget.

1. Segment your list first.

Before you start creating a mailer, spend some time with your list. Segment your contacts into separate groups and develop different mailers targeted towards buying cycles, geography, and/or demographics, as well as to whether the contact is a prospect or a customer. The more targeted the message, the better the results.
 

2. The allure of the "lump."

To get your package opened, make it intriguing. Add dimension with a lumpy enclosure. Use transparent or colorful packaging. Unusual shapes and creativity can make all the difference, and get your message on the top of the pile.
 

3. Add pizzazz to postcards.

Gone are the days of standard 4x6 postcards. Explore the many vendors offering die-cut shapes, unique materials, pop-up inserts, and oversized options to match any budget.
 

4. Little details. BIG impact.

Details take more time, sure, but the payoff can be huge. Instead of printing your signature, sign it in blue ink. How about using a first-class stamp? Address your reader by name and personalize your message to include their company name or industry.
 

5. Offer something.

Whether it's a gift, a free 30-day trial, a discount, or a valuable download -- find something that works within your budget and encourages them to take action. Offers don't always have to be "one-size-fits-all;" so if you've segmented your list, you can always save high-value offers for top prospects and customers.
 

6. Help customers find you online.

Don't forget to include links to your website and social media pages. Even though you are using a direct mail channel, people will still go online to find out more about your company. Consider creating a special landing page for your direct mail campaigns so you can track and measure activity from your mailer.
 

7. Look like a professional business.

Cliché headlines, dull design, and boring copy add up to a mailing that gets dumped in the trash.  Hire professional designers and copywriters for high quality direct mail.
 

8. Use images, but use them wisely.

When used effectively, images can help tell a great story. Use too many and it can cause confusion. Instead of multiple images, find one or two vibrant and compelling pictures prospects will remember. Keep the design, layout, and copy clean and inviting so people want to keep reading your story.
 

9. Avoid the "one and done" mistake.

It's tempting to send one quick letter just to see if it gets a response, but most of the time this is a short-sighted tactic that's a waste of money. Instead, commit to an integrated marketing plan that combines direct mail, email, telemarketing, and social media.
 

10. Plan, promote, and follow up.

Your plan of action surrounding direct mail is as important as the mailer itself. An email announcing your direct mail is very powerful. A personal call following your mailing is equally as powerful. When you plan your steps carefully and allocate proper resources, direct mail can be an effective part of your overall marketing strategy.

For more advice on creating direct mail with big impact, and/or to create a customized direct mail campaign with real results, please contact Eric Rabinowitz.
 

isabel's blog

Share Your Story With Nurture Videos

Nurture Marketing will now be offering video services as another marketing tool for your website and business. We create customized videos tailored to your specific business and offer extensive consultation to decide the content and style that is best for you.

Video marketing can benefit your company in many ways, including, but not limited to, the following:

  • Videos grab your audience’s attention on a website otherwise filled with stagnant text and graphics
  • A distributed online video has enormous reach
  • The video medium combines audio and visual elements to better clarify featured news and product instructions  for greater understanding and memory
  • Online videos are able to get top search rankings for your keywords
  • Online videos may be more cost effective than any other form of media
  • Though our advice is readily available, the choices of how and when to use your video is exclusively yours

As part of our video marketing services, Nurture Marketing provides a free phone consultation to discuss your business objectives and aesthetic preferences, so we can formulate your video marketing plan together. The video, fully produced by Nurture Marketing, will run 2-4 minutes and can take any form you choose, from animation to live action, with any music, graphics, and information that suits your specific business and target audience.

Our team has extensive experience shooting videos for business, films, and most recently for a major online news agency. For SEO, we can do the keyword research to identify what your customers are searching for, and tag your video to help it reach your desired market most efficiently and effectively. Once your video is ready, we can then help promote it through social media outlets, including YouTube, which helps boost rankings and views for your video in major search engines, and integrates easily with other social networks, such as twitter and facebook. Once this campaign is launched, we can send you monthly reports outlining its progress, plus a report of where the video is being distributed.

Video costs start at $2,500

For more information, contact Eric Rabinowitz at 732 636-1001 x 27 or via e-mail at ericr@nurturemarketing.com.

 

Back to the Future: Direct Mail is Alive!

Have you started to notice that the amount of junk mail (or solicitations as we say) you receive at your office has dramatically decreased? It's not unusual to receive only 1 or 2 pieces of direct mail a day where in the past few years it was more like 6 or 7 pieces. And, I read it. Admit it, you do too. In fact, you are probably more likely to read something in your mail pile than in your inbox these days. For marketers - this is a very good thing.

Many companies abandoned direct mail purely for budgetary reasons. E-mail seems so much cheaper to send mass marketing messages that many companies have abandoned direct mail entirely. BUT now we are bombarded with a bunch of e-mail and our good 'ole mailboxes are full of cobwebs just waiting for some fresh design, creative packaging and meaningful messages.

E-mail may seem inexpensive, but how much are you really saving if your e-mails aren't producing leads?

Direct mail is alive! Are you ready to take advantage of this opportunity to get your messages read again? Follow these steps to Direct Mail marketing bliss.

  • Integrate direct mail with your Inbound (SEO, PPC, Social Networking, Forms) and Outbound (E-Mail and Telemarketing) Marketing plan. Never engage in one tactic, shotgun marketing.
    • Know your clients by looking at common threads that tie your clients together. For example, does your company attract clients of a certain size? Is there a pattern in your buyer? A common industry? Invest in a direct mailer with targeted messaging to those prospects that show the best potential.
       
  • Locate companies. Look at size, location, and industry. Drill down to at least a 4-digit SIC code. Use Nurture Marketing’s B2BContacts.Info product that includes a free market sizing tool to determine the size of your market, adjust location, company size, and industry to build the perfect list for your direct mail campaign.
     
  • Make your direct mail standout on your prospect’s desk by including an enclosure in the envelope. 3D direct mail correspondences get noticed, opened, and read. Did you know that Nurture Marketing maintains a direct mail fulfillment center that specializes in 3D Dimensional mail?
     
  • Have a professional organization like Nurture Marketing to write creative letters and messaging for you.
     
  • Budget a minimum of $6.00 per contact to allow for the enclosure and extra postage.
     
  • When planning your campaign, start with direct mail, followed by e-Mail, and telemarketing follow ups throughout.
     
  • Get Creative! Want to send a postcard? Utilize giant postcards from ShipShape (www.shipshape.com) or if you are using an envelope, think clear and colored. There are tons of packaging options to make sure you stand out.
     

I recommend you slowly integrate direct mail into your existing campaigns, measure your success, and calculate your return on investment. You will find that your direct mail components improve your overall response rates - resulting in more leads, more business and more profit.
 

eric's blog

The Death of the Lone E-mail Campaign

Friends, Colleagues and Fellow Marketers - I'm very sad to announce the death of a dear friend, the Lone E-Mail Campaign. We've had a good run, haven't we?

I and many of Nurture's clients, past and present, have depended on our friend for years. E-mail will be missed…let us take a few moments to remember how easy e-mail was. Oh, the joy we felt every time we saw those high open rates. And how could we forget the absolute elation every time our click through rate jumped into double digits. All gone. As with any passing, there are new opportunities to be had and the lone e-mail campaign will be remembered fondly as we prepare for the next generation of marketing, known as Online Marketing Automation (OMA).

The Birth of Online Marketing Automation

OMA combines:

  • E-mail
  • Social Media
  • Search Engine Optimization (SEO- a way to get better organic positioning on Google, Yahoo, Bing, Etc.)
  • Pay-Per Click (PPC) Advertising
  • Keyword Search
  • Webinars
  • Website Visits
     

OMA takes the place of a lone e-mail campaign by combining business intelligence from all online sources, including integrated e-mail, giving your inside sales team the opportunity to call or write those people that are exhibiting the type of behavior indicating they are ready to buy, or a qualified Lead. Identified website leads are tracked from your e-mail campaigns, webinar events, or form fills. Unanimous leads can be identified (far from perfect) through a database lookup based upon company name, location and preferred titles. All website visitors are tracked based upon the pages they visit, time spent on the site, on a page, and the total number of visits.

Nurture Marketing uses LeadFormix (4/2015 update: now CallidusCloud® Marketing Automation) as our Online Marketing Automation solution, but the marketplace contains other products worth consideration such as Eloqua, Hubspot, Marketo, Infusionsoft, ClickDimensions, and Core Motives. The query, reporting, CRM integration, and auto responder functionality on these products is impressive.

Rest assured that e-mail itself is not dead, and will live on in future generations - just differently.

"If I have seen farther it is by standing on the shoulders of giants"
- Sir Isaac Newton

If you’d like to see a demonstration of LeadFormix, e-mail Eric Rabinowitz or call him at 732-636-1001 x27.

Be sure to ask about Nurture Marketing's exclusive 30-day free trial and our reduced agency pricing!

eric's blog

10 Things You Should Know About Inbound Marketing

In this month's NurtureNotes newsletter we teased our subscribers with five important things you should know about inbound marketing and I want to continue that conversation here because inbound marketing is important people!

With a reported cost per lead at 62% LESS than outbound marketing you should be paying close attention and working on inbound marketing strategies right now (after you read this blog of course). Without further ado, let's get right to the list.

1.  What is Inbound Marketing?

In simple terms, inbound marketing is a set of strategies and tactics you use to make it easy for prospects to find you. It’s a pull model instead of a traditional push model. Inbound tactics include things like search engine optimization (SEO), pay per click (PPC), social media, blogs, websites and landing pages. An effective inbound strategy also includes the thing you find us preaching about all the time – valuable content. Not your company brochure or one single article but a steady flow of articles, tips, infographics, white papers and videos. Make content accessible – don’t hide your brilliance behind a form or make your prospects work to learn more about you.
 

2. Why do I need to worry about Inbound Marketing?

One of the main reasons you need to adopt inbound marketing is that we are on average bombarded with 2,000 messages a day! Inbound marketing creates an environment by which someone who needs your service can easily find you. Need a better reason? Hubspot’s recent 2011 report on the State of Inbound Marketing shows that the cost per lead for inbound marketing is 62% less than outbound. Now that’s a reason to get you pulling in the right direction isn’t it?
 

3. Should I abandon Outbound Marketing?

No way! In spite of what some are saying – inbound is not a replacement for outbound marketing such as direct mail, email, trade events, advertising, etc. The two should go hand in hand. Because inbound generally has a lower cost per lead than outbound, you can start shifting your budget to the inbound side, but don’t slow down your outbound marketing just yet. Inbound marketing takes time and patience and isn’t the answer to fill your pipeline or get leads – at least not right away. Let it build momentum before you drastically alter your outbound model.
 

4. How can I use my website for Inbound Marketing?

Socialize it! Getting people to your site is only the first step. Once they are there, how do you keep them there? Offer stuff they care about and share it without a bunch of forms. Engage with your visitors through videos, polls, articles, tips, blogs and fresh content. Take a look at the copy on your website. Is it inviting or is it overly technical or stiff. Make sure your site is easy to navigate so people want to stay awhile. Most of the time the inbound path leads directly to your website so make sure it’s ready to greet your guests.
 

5. How do I know if it’s working?

Inbound marketing is totally depending on automation. Get yourself a good marketing automation platform that gives you the ability to track visitors, score leads and nurture visitors with automated workflows. This gives you the flexibility to remove some of those intimidating forms without losing the intelligence that you need. If you would like to learn about the marketing automation tool we use every day, please email Eric Rabinowitz or call him at 732-636-10014 (x27). He’s pretty passionate and knowledgeable about marketing automation so it’s worth a call if you get a minute.
 

6. Link baiting is good.

It may sound like a “black hat” practice, but link baiting is a good thing. Link baiting refers to anything on a website that encourages links from other websites. It can include content like blogs, online tools, downloads, or anything else that another site owner might find compelling enough to link to. Link baiting is important because most search engines use backlinks as a major factor in determining ranking.
 

7. Blogs RULE!

According to another great report by HubSpot, sites with blogs gathered 68% more leads than sites without one. If you can only invest in one content type – make it a powerful blog. Not a writer? No problem. Hire someone who can help you not only come up with some awesome topics but write your blogs for you. We have a talented team of blog writers here at Nurture Marketing if you need some help.
 

8. Long Tail is More than a Keyword Concept.

You’re probably familiar with the phrase “long tail keyword” and in case you’re not – long tail keywords are those search terms people will use that are later in the sales cycle or focused on a niche market. For example – if you are estate lawyer in Hoboken you might think “estate law” is a good phrase to focus on but you’ll face a lot of competition for that phrase and your local prospects might never find you so why not dig deeper with something like “estate lawyers in Hoboken, NJ”? The concept of long tail is something you can bring into your entire inbound strategy. What offers resonate more with people later in the sales cycle for your services, what issues are most compelling in to your prospects?  Keep the concept of long tail top of mind when creating offers and messaging and you’ll see higher responses.  Another example: “Best Practices in ERP implementation” is nice – “Best practices for automotive manufacturers ERP implementations” is better.
 

9. The Importance of Anchor Text.

Click here for more info.  How often do you see some variation of that phrase? Why not use descriptive text in your links for maximum SEO impact. For example:  Download our free report on B2B Nurture Marketing Best Practices. Now you have some SEO power.
 

10. Measure the right thing.

If you use typical outbound marketing metrics to measure your inbound marketing you’ll be disappointed. A different tactic calls for different measurements.  At the same time – the metrics you use to measure inbound need to change as you build your inbound engine. Early key performance indicators (KPI) such as clicks and followers will now be joined by metrics like conversion rates and PPC ROI as your methods mature.  For a list of what you should be measuring with inbound marketing, download our Quick Tips for Inbound Marketing KPIs.
 

barbara's blog

AFFECTION - the Antidote for Defection

Valentine's Day. What a rare day in many parts of the world to say "Thank You" to your best customers, best friends and those you love the most. My old friend, Bob Valentine, now retired President of Valco Graphics in Tukwila, Washington, had a natural way of saying Thank You.

Each year, as a high-end printing firm, he produced an elegant valentine greeting and sent it to his best customers with a note that says, “With a name like mine and customers like you, every day really is Valentine's Day.”

OK. Sure, it’s easy enough for a guy with a name like Valentine, but how do you express the appreciation, respect and affection you feel to your best customers on a day honored globally as a day for expressing affection? It’s easier than you might imagine. All it takes is an intention to mold stronger ties with key individuals — a willing administratively skilled-assistant to help with the details like memory and production, and making the time and patience to sit down and write a few simple letters.

Research has shown that frequent contact between key executives of key customers is the hallmark of a healthy and growing business relationship and it seems to prove true across all cultures and all ethnic customs. As time grows progressively scarcer, finding the opportunity to make frequent, positive, intelligent and personal interactions (experiences) with even your top 20 customers used to be tough.

It was one of those critical but frequently postponed responsibilities of every customer- focused executive. I advise our clients to plan a minimum of nine ‘relationship-building touches’, evenly spaced over a period of from two years to life to ensure that the fundamentals of relationship management are covered.

While Valentine's Day is a wonderfully appropriate time to begin, nurturing touches are welcome all year round. I can think of at least nine letters that every executive could sign.

Start with a sincere Thank You letter and then at about 60-day intervals, send the following:

A Customer Satisfaction InquiryAn Article of Interest
A New Service Opinion/PreviewAn Invitation to Event
An Executive Book Summary GiftYour 21 Best Tips
A Referral Offer to HelpYour Core Values


Like a gentle, spring shower, such contacts reinforce and articulate your interest, your values, your market position and your unique differentiation. And best of all, done in an intelligent and respectful manner.

One that says you consider them to be an “A” customer. Begin today. Start with a list naming the key person in each of your 20 best customers.

  • Say Thank You.  In your own words — tell the person how much this business relationship means to you personally and invite a dialogue on ways to even strengthen the bond.
  • Say How’m I Doin?   It’s not necessary to send a massive customer opinion survey. Just a sincere letter that tells them why you are asking the five questions you’d like addressed. You pick the questions — what do you really what to know? Make the scoring simple as 1 – 5 or A, B or C. Assure the reader you will personally review and act on any comments they make. And offer a summary of findings to those who respond
  • Say What do you think?  Ask their opinion about products or services before you change or add them. They’ll tell you the truth and will usually become your earliest adopters if you are right.
  • Say I thought about you today.  Send a relevant, visionary book or even an executive summary as a gift. A simple, brief note that says “I read this the other day and thought about you (or our customers) and wanted you to have a copy.”
  • Say How can I help?  Offer to refer or introduce them to your contacts. Ask them to profile an “A” prospect from their perspective and allow you to suggest appropriate introductions. A basic law of the harvest suggests you feed before you reap and the law of reciprocity almost guarantees the favor will be returned.
  • Say Have you seen this?  Stay on the lookout for articles, books, or even individual press mentions. (Google Alerts) A brief note attached to the article says volumes in a short space. It’s a relevant touch that reminds without pressure.
  • Say Come Join Us!  Invite your top 20 to an event at least once a year. It can be a personal and individual appreciation luncheon, a new product launch, an introduction to a VIP event or virtually any reason to ask people to join you and to feed them. It’s an ancient and proven ritual that fuses people together.
  • Say Here’s 21 Tips.  Every firm has developed, over time, their own unique compendium of great tips, tricks, solutions, ideas, and clues to solving major problems for their customers. Have a list of these nuggets compiled, edited and printed. They make a useful, intelligent and appreciated gift that keeps you in front of their mind often.
  • Say We’re here for you.  Find unique ways to express your values without your having to say them about yourself. I found a great little book called “Whatever It Takes,” (www.compendiuminc.com) and in 128 pages, there are over 300 powerful quotations on the topic of the simple value of going the extra mile. Naturally, as the sender, you get attached to the values enclosed and with every reading, you reinforce on their mind one of your key attitudes about your relationship — doing whatever it takes. Oh, and by the way, you can automate the entire process.
     

While every day is rarely Valentine's Day, every day our key customers, employees and fans need tangible reminders that we care and that we take them seriously. Like an ardent suitor, a campaign of personalized contacts will allow you to pursue, persist and inspire customer loyalty with professional and appropriate persistence.

What would happen if you made this Valentine's Day the day you commit to intentionally touching at least, your personal most beloved one, your top 20 customers, your valued employees and even your key suppliers and alliances, and make those contacts ones that matter.

If words fail you, you can find letters like these and many more in our eBook, 101 Business Love Letters.

So, a warm, Happy Valentine's Day to you and to nurturers, everywhere.

~ Jim

A Story of Black Bamboo by Jim Cecil

Let me share a story that taught me worlds about nurturing relationships. I'll explain.

For most of the last 22 years I have had the privilege of traveling the world studying, speaking and consulting on the concept and methodologies involved with authentic Nurture Marketing. Nurture Marketing is about caring, in your “heart of hearts” about your clients, employees and prospects and about communicating well the services and products you provide for them.

Let's say you are the perfect fit for what your clients need and you know it, your challenge is that everybody is saying pretty much the same thing. Nurture at the technical side is about the process of automating your communications to stay in touch with precisely the right people, with exactly the right message and always at just the right time and done so, all the time.

Many years ago I had the opportunity to speak at a marketing conference in JiuZhaiGuo located in the newly emerging western Chinese Province of Chengdu. One beautiful afternoon a couple of us were offered a personal tour of a living black bamboo farm that transformed my belief in the connection of nurturing with the spirituality of nature.

Bamboo is a pivotal commodity in the Chinese economy used almost exclusively to provide scaffolding for high-rise building construction. Our 75 year old guide, Ping-Sun (Peter) Liu informed us that our rickshaw tour would include fields illustrating the various stages in the 5-year growth cycle of black bamboo.

This special species of bamboo is and has been vital in the economic development and construction of this rapidly expanding giant country. China is a vast country, with a huge, rapidly expanding, population but you would not know it from the first fields we visited. Extending as far as the eye could see was an empty field of rich, black, tilled earth. Not a single bamboo plant was in sight, not even a tree. Peter explained to us that the field had been sown a few weeks prior. Each of over a thousand farmers carried a heavy satchel of seeds, water and fertilizer on their backs. He explained the great care need necessary at this step in the process.

Bamboo seeds need to be carefully identified and culled, planting only those seeds that appear to have the best chance for sprouting, each perfectly positioned by hand in the ground, not too deeply and never too shallow to prevent attack from the competitive birds and scavenging rodents.

Also of importance are the placement of each seed a precise distance from one another; if placed too closely the plants will compete with each other for food and water and not grow to their full potential.  Too far apart and you will have an inefficient root-system and ultimately a poor harvest.

Once placed in the ground, each seed is individually fertilized with a deep drink of water and a handful of fertilizer from the farmer's heavy satchel. The process of watering and fertilizing is ritually carried out weekly on a seed by seed basis for nearly five years. No heavy machines, no modern irrigation equipment just individual farmers carefully tending the individual needs of each seedling in the field. About a mile down the dusty road was a field that Peter told us had been sown two years prior. When we reached our destination we were surprised to see what looked to us like thousands of farmers working in an empty field.

Our big surprise was when Peter told us that every week, up until the 11 month of the 5th year the bamboo fields appeared visually barren. In the 12th month of the 5th year the black bamboo would suddenly sprout and very rapidly grow up to 60 feet in just under 30 days. By now we were tired of the hard seats of the wagon seat and I was anxious to see a fully developed bamboo field ready for harvest. On the way to the final stop, we passed a field covered by heaps of broken bamboo that looked as if a tornado had laid waste to a fully mature black bamboo crop. When we questioned Peter on what we were convinced was a bamboo plague or at the very least a natural disaster. With a disgusted scowl, he spat loudly and answered simply, “stupid farmer”.

He explained that the farmer working this particular field had not nurtured his crop weekly but every other week and had used the wrong fertilizer resulting in a black bamboo crop with root systems so weak that the entire field was blown down in a wind storm so it could not be sold and needed to be destroyed. He repeated, “five whole years wasted! Stupid farmer”!

When we reached the last huge expanse of green on the trip we were greeted with a massive field full of strong and very tall black bamboo and left me with the feeling that our guide Peter taught us some very valuable lessons about Nurture Marketing.

  • Having a long-term plan is essential to reaching your goals in both endeavors.
  • You must choose your seeds very carefully with a clear understanding of a your desired harvest outcome.
  • You must understand what each and every one of your seeds need to grow and thrive.
  • Each seed needs its own species-specific formula of water, fertilizer and caring to be successful.
  • Each plant in your garden has its own unique life cycle and trying to rush a crop to harvest will result in disaster.
  • Trying to shortcut the laws of the harvest will also result in disaster.
     

The harmony of nature can be applied to business and that true nurturers are all ‘Farmers at Heart.’

Good Nurturing!

~ Jim

Four marketing trends that should END in 2012

If you're the kind of person that appreciates professional honesty, read on. If not, read on anyway because you might need to hear this. Most of the time we are a really friendly bunch around here and our clients are pretty awesome if you ask me. But, every once in a while there are things that just drive us crazy so I thought I would share a little inside info.

In this month's NurtureNotes, we give our Top 5 marketing trends to watch in 2012. But, we didn't have space for everything, so our editors cut out these four marketing trends I would love to see END in 2012.

1. Questions like, "What works?"

(Translation: There must be one thing I can do for more sales – and I really only want to do/have the budget for this one thing – so what is it?)

Just like a physical trainer would tell you if you asked him what latest diet you follow or pill you should take to drop 50 pounds this month - there is no magic potion! Consistent, integrated, professional and PERSONAL marketing (to human beings) works. Yeah, it’s boring, unsexy and we’ve heard it before – but there’s a reason for that.

Make this the year you worry less about the latest fad and more about what’s proven. The answer to what works is what everyone knows and no one wants to hear – consistent, integrated touches that provide value and build a “relationship” with the prospect.
 

2. Shotgun Marketing (a/k/a: I need leads like yesterday, how fast can we get a campaign in market?)

Hmmm... so let’s get this straight. You have no pipeline, you haven’t done any consistent marketing (or any marketing for that matter) for quite awhile and your sales team is clamoring for leads. Shocking! If your answer is to buy a list and drop some emails – you are shotgun marketing.

Consider that the average person is touched by about 2,000 messages per day. Add the fact that it can take 10-15 touches to get the attention of a contact in a B2B sale and you’ll see that the numbers just don’t add up. Save your dollars, take a step BACK and think about how many times you’ve been in this situation. You don’t need a campaign – you need a change in “behavior” and a marketing plan to back it up.
 

3. Sales people, students, your cousin doing your marketing.

By all means you should bring all hands to deck to help with your marketing - but make sure the leader of the ship knows how to steer. Watching your budget? We get that. Use a consultant to build the plan and then use outsourced resources for specialized tasks (like writing and web design). Save the unskilled labor for the execution only.
 

4. A $5 million revenue goal with a $10,000 marketing budget.

We often find the lack of correlation between revenue goals and marketing budget starts with not knowing how to really measure marketing impact. You can offset your budget needs with lower cost activities such as social marketing but there’s no free ride: Lower cost activities can still require a much higher investment of time.

Although it varies by industry, B2B marketers should be spending 2-7% of their total revenue on marketing – not including marketing salaries. You may even need more than 7% depending on how strong (or weak) your foundation is such as your website, case studies, lists, etc.

On behalf of all the marketing professionals in the world, thanks for listening. Got your own marketing trends you want to see end in 2012? Sound off below!

Happy New Year to all

~ Barbara

barbara's blog

Make 2012 Your Best Year Ever: 50 Business Tips in 50 Minutes

Nurture Marketing's managing partner, Eric Rabinowitz, is guest speaking for KnowledgeCircle's webinar on December 15th, Make 2012 Your Best Year Ever: 50 Business Tips in 50 Minutes.

Join Eric, along with a panel of IT channel partners and IT industry experts for a fast paced webinar where you will learn 50 great ideas on the following topics:

  • How to build a high performance sales team
  • How to create long term profitable client relationships
  • How to leverage the power of social media networks
  • How to align your entire organizations sales and marketing initiatives with your customers’ needs
  • How to set focus your business on success and profit


michelle's blog

Nurture Marketing's own Jim Cecil Nominated as Most Influential in Sales Lead Management

For those lucky enough to know Jim Cecil, Nurture Marketing's co-founder and managing partner, this will come as no surprise to you. Jim was recently nominated by Sales Lead Management Association (SLMA) as one of their 50 Most Influential People in Sales Lead Management.

Please vote for Jim before November 30, 2011!

View full Press Release here.

Nominations for this distinguishing SLMA award are submitted by nominee peers and colleagues. Members and non-members of the SLMA may vote for up to three people and the top 50 nominees receiving votes will be listed on the SLMA website, will receive a certificate and special logo, and will be interviewed throughout the year.

"To even be nominated among this august group of lead generators is humbling. It's an exciting time. Being part of effective demand creation in the cloud is changing the very landscape of marketing, stirring the executive level and blazing a new trail towards customer connections. What a time to be in the game. WOW!" says Jim.

Jim Cecil is truly one of the most giving, nurturing people in the world of marketing (and the world in general if you ask us).

Good luck, Jim!


michelle's blog

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