ANA – Building Your ABM Marketing-to-Sales Playbook

laurie.pngThis was one of the most practical events I can remember.   My colleagues in the audience were as impressed and took notes 🙂

Laurie Beasley gave us an overview of a “Meeting Maker” campaign, several versions marketers can consider, and shared nuances of the “craft.”

The audience debated (sometimes passionately) typical assumptions, which may change with time.

Some of the most curious discussion points:

Young people do not open direct mail!  Yes, they do…  15 – 35 years old is the most attentive audience.

“Stick DM into a box…  the more it looks like an Amazon box… the better!

Phone touch is the most productive.

Trend – Marketing is reporting to sales.  Cisco just hired a person on top of CMO to be the head of marketing and sales.

Brief for the campaign…  sometimes not very useful if filled out by marketing.  Sales information is much more useful.  Tip – start from sales and validate with marketing.

Premium use: are you worrying that people respond because they just want the premium?  No need to worry (based on experience).

Best performing gift in Asia – crystal wine glasses (selling software).

Cost per demo: $1K – $2K

If your offer cannot be communicated in 10 words – scrap it.

Campaigns that do not run well are run by inside sales.  If needed, pick just a rep or two.

Even if we do not believe that anybody is answering their phones…  average response rate on tele-prospecting is going up!

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Excellent presentation!

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