This is the final post in a series on Deliberate Marketing. Be sure to check out the first 5 posts: Intention vs. Attention, Qualified Buyers vs. Leads, Role vs. Title, Predictable vs. Spray and Pray and Nurture vs. Capture

A survey of B2B Marketing organizations by SiriusDecisions determined that the marketing departments of high performing companies significantly influenced or contributed at least 30% of the opportunities in the pipeline.

With Deliberate Marketing, virtually any marketing organization can achieve similar or even better results.  Not to toot my own horn, but here at ReachForce, Marketing contributes over 80% of new customers.

Deliberate Marketing focuses B2B Marketers on business objectives like adding opportunities to the pipeline, increasing revenues, acquiring new customers, and maximizing the return on marketing programs.

No longer is marketing worried about meeting or exceeding a 2% response rate. Deliberate Marketers value lead quality over lead quantity and they are motivated to move qualified buyers through the pipeline as efficiently and quickly as possible.

If you want to learn more about Deliberate Marketing and how to increase qualified buyers in the sales funnel, check out our new eBook, Funnelnomics I: Deliberate Marketing.

I know not every company has the option to hire someone specifically for online/social media marketing and here at ReachForce I do have other responsibilities, but my main job is to get ReachForce more interactive online.

There are many reasons companies aren’t taking on social media initiatives – they’re scared, they don’t have the time, they don’t understand the value, etc.. And you already have enough work as it is, right? All true, but as you have probably heard by now…social media is worth investing some time into. To help, I have listed below what I do at least once every day (I have sort of made my morning routine around it), and hopefully you can pick out some things you can start doing on a regular basis too so you can get started online.

Google Reader – This is most important to get started in social media. Every day I read our Google Reader we put together with blogs in our space. I go through reading (skimming) and pick out posts I think would be good for us at ReachForce to comment on.

Twitter – I have my own account and ReachForce has a company account that I update a few days a week. If you aren’t twittering today you should at least be checking out search.twitter.com to see who is talking about your company.

LinkedIn – I scan LinkedIn Answers for ones I think ReachForce can help with or we may have an opinion on. And there are many times our Marketing Director (Amy) is able to offer some good marketing advice. This process has been made easier with the help of groups I have joined and the weekly email I get with discussions, and with inbound marketing system HubSpot.

Facebook – We have a ReachForce corporate page. When needed, I upload photos or videos, put our events coming up or send a message to our fans. I usually always have to update our RSS feeder from our blog…for some reason it doesn’t do it on its own? Anyone else having this problem?

Social Bookmarks – I use Digg and StumbleUpon the most. I feel right now we get the best traffic from them. I recommend using it for your own blog if you have one, or recommending other people’s post you like. (Use your Google Reader to find these)!

Blog – At ReachForce we do have a blog and we post at least 4 times a week. I don’t write all the content, but I do manage it.

To help stay on top of what is going on in the social media realm I look at mashable.com and subscribe to Chris Brogan’s blog and newsletter as a start.

Okay, so this is most of my morning routine (yes it is a little time consuming, but this is what I was hired on to do). Hopefully you can pick out bits and pieces and start putting it in your routine. For those of you who do use social media on a daily basis, what else do you do every day?

As we kick off the New Year, we’re typically in an “out with the old, in with the new” mindset.  While that may be true for a lot of things, it doesn’t have to be the case for your marketing database. As we ponder in 2009 how to do more with less, think about what you can do with what you have.

Most Marketers are overwhelmed by a customer or prospect database with hundreds of thousands of duplicate entries, old data, inaccurate contact details and countless records in myriad states of completeness. This existing data has likely been gathered by many different individuals over multiple years.

Did you know?

• More than 30 million people out of the 138 million employed in the US will switch jobs in the next 12 months – Gartner Group

• In that same 12 months, some 2.5 million businesses will move, according to the U.S. Census Bureau

• “The Company that markets with a healthy data-cleansing routine can realize nearly 70% more revenue than an ‘average’ organization, based purely on data quality.” – Sirius Decisions

Dirty data, whether purchased or collected from download offers hampers your lead generation results and drives up costs.  So sticking with the same theme from my last couple of posts, doing more with what you already have, consider this.

Before throwing out your dirty data and buying new or taking on a massive database clean up initiative, think relevance.

What lead data do you have in your database that is relevant to your target markets and buying roles today?  From there you can put together a repair program.  Here’s a starting point for determining what relevant data you already have at your fingertips.

1. What businesses you need to target?  Industries?  Vertical markets?
2. Who in those businesses are involved in the buying decision for your product or services?
3. What are you going to do with the data? (Email campaign, direct mail, telemarketing)

Now it is time to repair that relevant data.  Start with what’s missing.  Here’s a list of things to consider:
If you are doing segmented email programs, do you have the right buying roles within your target markets?

• Do you have all of the email addresses you need for each role in the decision making unit?
  If you are doing a direct mail program, do you have accurate mailing addresses for everyone you are targeting?
• Are there more companies out there that are in your target market that you currently don’t have in your marketing database?  If so, find these and add them.
• Is there data older than 6 months in your database that needs refreshing?  Remember how many people are moving around and how many companies are merging or going out of business on a monthly basis.  Consider refreshing this data.  **This does not have to be a manual solution.

Thousands, tens of thousands, or maybe even hundreds of thousands of records in your database, there’s bound to be gold there, you just have to uncover it and dust it off.

Here are a few resources for you to consider as you ponder your marketing initiatives in 2009 and the value of your current data.

Is Dirty Data Sabotaging your Marketing Results?
Dirty Data: Even More Expensive Than you Thought
Understanding the Role of Role

Hope you enjoyed this quarter’s Book Club series.  Just in case you missed an eBook or whitepaper we read and discussed, below are the links to them and what we had to say about each of them.

• Dianna Huff’s Five B2B MarCom Strategies to Increase Sales Now
• What we had to say…

• Brian Carroll’s Eight Critical Success Factors for Lead Generation
• What we had to say…

• HubSpots’s Get Found Online
• What we had to say…

• Marketo’s Best Practices in Lead Nurturing
• What we had to say…

• David Meerman Scott’s The New Rules of Viral Marketing
• What we had to say…

• ConnectDirect’s How to Choose your Carrot: Effective Lead Generation Offers for High-Technology Marketers
• What we had to say…

Happy Reading.  We look forward to sharing even more B2B Marketing and Sales tips with you in 2009.

This is the third post in a series on Deliberate Marketing. Be sure to check out the first post on Intention vs. Attention and the second post on Qualified Buyers vs. Leads.

Deliberate Marketing programs do not rely simply on prospect titles for targeting potential buyers.

For example, a B2B Marketer purchases a list or accesses a contact database and pulls a list of 1,000 Communications Analysts. How can that marketer be certain that the contacts who match those titles are involved with Network Communications instead of Corporate Communications?

Titles are simply a label of rank, not an indication of the actual role the prospect plays in the organization or in the buying decision. Instead, Deliberate Marketing programs are focused on “roles,” defined by Webster’s as: a function or part performed. They target communications based on organizational role and level in the DMU as well as stage of the buying cycle.

The average B2B marketing response rate is less than 3%, and it’s getting lower every year. It’s easy to see why title-based lists perform so poorly.

Consider a Fortune 500 company with 90,000 employees.
All told, this company has 500 IT staff.
Of those 500, 150 have a title of Manager, Director, and higher.
Only a handful of those 150 is in the right role to buy your product.

But what’s a marketer to do? Using current list technology, you can only get as specific as target title. So you have to market to all 150 people with ‘hot titles’, jamming the inboxes of the majority with an unwanted, off-topic solicitation. It’s simply not a cost-effective model.

2008 has been a big year for B2B Marketers.  The idea of using social media as part of our lead generation programs has become a reality.  Whether it be blogging, Twitter, LinkedIn or Facebook B2B Marketers are taking on new challenges and figuring out new ways to reach their audience through the readily available social media outlets.  Here’s a list of some great social media posts from this year.  There’s lot of lists and dos and don’ts, if we’ve left a great post out, let us know, we’ll add it to the list.

50 Ways Marketers Can Use Social Media to Improve their Marketing

10 Aspects of an Effective Social Media Campaign

How to Build a Community of Twitter Followers

Ten Elements Every Company Blog Should Have

6 Keys to Bringing Up Social Media

24 Things to do When Stuck for a Topic to Blog About

Health Check:  How Trusted is your Corporate Blog?

Internet Marketing Roundup

5 Musts of Business Blogging

50 Social Media & Marketing Predictions for 2009

5 Tips for Promoting Your Business Page on Facebook

If you’re already knee deep in the world of social media, please share some of your successes or experiences.  Are you able to measure real ROI?

Happy Holidays and thank you for following us on The B2B Lead.  We look forward to sharing more B2B Marketing and Sales best practices with you in 2009.

This is the second post in a series on Deliberate Marketing. Be sure to check out the first post on Intention vs. Attention.

Sales teams are always clamoring for more leads but smart marketers know that what they really need to deliver are qualified buyers.  A lead status is often applied to anyone who fills out a form on your website or stops by your trade show booth.  Rather than tossing that list of names over to sales, marketers must nurture those leads and weed out the good from the bad, those with budget and need from those still in the education phase.

Deliberate Marketing ensures marketers can extract the most value from their marketing programs based on using the most cost-effective method to move prospects and buyers through the funnel. It is not focused on simply filling the marketing and sales funnel with contacts and expecting sales to follow-up on any lead that downloads a whitepaper.

Deliberate Marketing is about profiling the best possible buyers, recruiting more buyers that are just like them, and then executing the most effective techniques possible to move the prospect through each stage of the funnel.

So…you have written white papers and eBooks and they are up on your website. They are probably on the resources page and get their fair share of downloads. That’s good, but with some of the free publishing sites out there you can get more exposure.

I have started to put ReachForce content on some of the sites and wanted to share the results, compare with you or ask if you had suggestions.

Content placement sites:

Scribd – the best content placement site I think. You can publish, discover and discuss original writings and documents. It’s easy to set up…sign up and make an account for free, then just upload your documents. I have uploaded all of ReachForce’s eBooks and have gotten 5476 views as of today. People can add your works to their favorites and rate them. You can join groups an add friends.

Docstoc – provides the platform for users and businesses to upload and share their documents with all the world, and serves as a vast repository of documents in variety of categories including legal, business, financial, technology, educational, and creative. I uploaded all our eBooks and have 300 views and 30 downloads as of today.

edocr – upload your documents for sharing by the professional and business community. I uploaded our eBooks, again, and we have 618 views so far. One of our eBooks was featured on the front page when first uploaded.

whitepapers.org – is “all the world’s whitepapers in one place.” I really haven’t figured out how to see how many views or downloads our whitepapers have had.

The pros of publishing your content on sites like this is that it is free to do and can bring unexpected visitors an exposure. The biggest con I can find is that there is really no way to find out who downloaded our content (with information like an email address). To help with this, we added links to all our whitepapers and eBooks to hopefully drive traffic back to our website.

Suggestions?

This week we’re reading and talking about Connect Direct’s whitepaper – How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.  Author Howard Sewell opens with the 3 key elements of any campaign:

1. List
2. Offer
3. Creative

You know here at ReachForce we are all about data (lists) that fuels lead generation programs so it was great to see that at the top of the list.  He goes on to say that “creative still rules the roost” for most marketers.  I totally agree and don’t get how people spend so much time and effort on creative that will end up going to the wrong person.  But that’s another post all together…

Then there’s the offer – another piece many marketers have a hard time getting right.

“An offer is a reason to respond – the ‘carrot’ that gets the reader to take action.”

When deciding on your offer, remember to “Sell the Offer, not the Product”.  Howard goes on to say, “no matter how enticing your product or service sounds, you won’t generate leads unless people want what you’re offering”.  I totally agree.

Choosing the right offer – here comes the good stuff…

First, you must decide what the primary objective is for your campaign.  Is it to:

• Build awareness
• Build your in-house list
• Generate sales opportunities
• Drive prospects to a meeting immediately

For each of these, you’re offer would be different.  On page 4 of the whitepaper, check out Fig 1.  It is a great visual of different offers and what outcomes to expect with each.  The basic idea is the more you ask of someone, the more qualified they will be.  Doing a raffle for an iPod will drive responders but probably not the quality your sales team is looking for.

The remainder of the whitepaper goes on in detail about the pros and cons of different offers like free trials, webinars, whitepapers, surveys and sweepstakes.  If you haven’t already read this one, you want to.  “Select your offer carefully.  The choice between one offer and the next will have a dramatic effect on your response rate and the quality of the leads you generate.

About the Author
Howard J. Sewell is president and founder of Connect Direct. Prior to starting the company in
1990, he served as a marketing manager for software giant Oracle Corporation. Howard is a frequent speaker on direct marketing and regular contributor to print publications and online forums on topics that include lead generation, e-mail marketing, channel development and event promotion. He writes “Direct Connections,” a leading blog on best practices and strategies for B2B direct marketing.

Does your sales team ignore the majority of leads marketing passes on?  Marketers must develop a more intimate understanding of their target customer and the market that customer serves to generate qualified buyers that Sales won’t ignore. Marketers must align their efforts with the Sales organization and streamline the Marketing and Sales funnel to accelerate the rate at which leads move through their funnel.

Deliberate Marketing is a proven strategy for putting more qualified buyers directly into the Marketing and Sales funnel to generate faster ROI. It is especially effective in the B2B Marketing space which is characterized by defined target markets, long sales cycles and complex buyer-seller relationships. Over the next few weeks, I will be covering The 6 Principles of Deliberate Marketing in hopes of helping B2B Marketers start off the new year with a new approach to drive more successes.

Principle #1: Intention vs. Attention

Do you know if your marketing programs are gathering intention or attention?  Intention means you have hit the right audience with the right message and they have responded to your call to action.  Attention means they looked at your message but they may not have been your buyer and there was no call to action. By focusing on intention vs. attention, you may have fewer leads to pass onto sales but those leads will be more qualified.

Deliberate Marketing involves researching your customers in order to build insight into their pain points and the medium through which they respond best to marketing messages. This research enables Marketers to deliver laser-focused messages and programs that convert buyer interest to buyer intent. It is not about spreading high level marketing messages to a broad audience via advertising or public relations hoping to garner attention for a product or company.

Rather, Deliberate Marketing is focused on converting a targeted segment of prospects into qualified buyers with an interest in purchasing a product or service. This involves knowing far more about your target audience than any list buy, database or telemarketing firm can ever provide.