For successful direct marketing campaigns, balancing priorities and building the business case together are key. Here’s a brief guide to both.
One interesting shortcut to direct marketing success is to study what SMB marketers are doing right with it.
Why SMB marketers? Because they never forget Direct Marketing 101—they simply can’t afford to. Without the support of larger budgets and staff, successful SMB marketers tend to prioritize their time and resources this way:
- Getting the list right (40%)
- Crafting relevant, show-not-tell offers (40%)
- Fine-tuning creative for impact (20%)
Even at relatively stable, large companies, B2B demand generation marketers are feeling pressure to do more with less. Direct marketing campaigns are often facing tougher criteria for greenlighting.
More than ever, a solid, step-by-step business case approach can mean the difference between yes and no.
- How many deals does that represent?
- How many opportunities do you need in the pipeline to result in that number of deals?
- How many sales accepted leads (SALs) do you need to support that pipeline number?
- How many marketing qualified leads (MALs) do you need to support the number of SALs?