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Inside Your Own Team ADDRESS SERVICE REQUESTED connectby MAIL PRINT 8300 ne underground dr pillar 122 kansas city, mo 64161 www.mailprint.com 866.938.3607 February/March 2012 ADVANCED VARIABLE DATA PRINTING NEW INVESTMENT. NEW OPPORTUNITY. You’ve wanted high quality, full color variable data printing that delivers a personal message to your prospects and customers. The cost has been prohibitive for long runs so you’ve been stuck with printing shell inventory and managing multiple versions of black imprinting. Those days are over. The future of printing is here! Mail Print is pleased to announce the addition of the HP T200 Inkjet Web Press to our equipment mix. What does this mean for you? • Mail to thousands or millions of recipients • Customize to send different versions to each one of these recipients • Segment and test to the extreme within the same production run • Still maintain effective production costs Finally high quality, long run, variable data printing is now available at traditional shell and imprint budget levels. As a marketer you realize the more personal your message I NSIDE to your target prospect the better your response rates. Marketing Insights | 4 When married with our streamlined Print In the Mix | 5 automated bindery line, this press provides high quality, long run, full color variable data printing at extremely attractive pricing levels. Upping the Ante | 6 To learn more about taking your The Nature of Nurturing | 10 direct mail to a new level visit www.MailPrint.com/t200 or call 866.938.3607 to learn more. Clip Art Escapades | 14 Don’t Be a Drip, Nurture Your Leads | 15 from blog.mailprint.com 15 TRANSFORMING R.O.I. Don’t Be a Drip, Through Relevancy, Opportunity and Innovation Nurture Your Leads By Gina Danner Cutting costs, leveraging technology and gaining Marketers want to talk to prospects and salespeople want to talk to buyers. The courting process of moving a person from the prospect to buyer efficiencies through the integration and automation of stage is called lead nurturing. Unfortunately most B2B marketers aren’t very good at it. In fact, among marketing automation adopters, only about your digital communications is critical in today’s business 1 in 3 believe they have an effective lead nurturing process, according to research from Bulldog Solutions/Frost & Sullivan. Like in a courtship, nurturing involves two-way communication. To have an effective dialogue with your customers you must watch their digital climate. It’s called Business Process Optimization. body language and listen to where they are in the purchasing process. Too often marketers make nurturing synonymous with email drip campaigns. While this tactical effort is easy to put in place, it’s not effective in converting leads because it overly simplifies communications by making it one-way and one-size-fits-all. “Simply delivering the same message to a broad audience (mass marketing), doesn’t allow for the 1-to-1 engagement that yields the best re- sults,” says Carlos Hidalgo with Annuitas Group. The graph below from Left Brain Marketing shows how good marketing communications involves listening to the prospect, then sending a mes- So, why are so many companies continuing to execute their marketing, print and direct sage, and then waiting for a customer response before tailoring the next message. mail in the same way they did 5, 10, or even 20 years ago? It is time for a change! Does a lead-nurturing program seem too methodical, time consuming, or too customized to implement or manage? The Dialogue = architecture of nurturing increased customer appeal and response of proper nurturing Mail Print helps companies leverage their data, cut significant costs, and take a smarter brings financial gains that make the process all worthwhile. A recent study by the Aberdeen Group showed that companies PLAN + approach to direct mail and print acquisition by: LISTEN TO OFFER GET who implemented a nurture-marketing program had: TUNE NEXT • Automating Your Direct Mail by Integrating into Your Data Management Platform PROSPECT CONTENT FEEDBACK OFFER • 46% increase in annual revenue • Automatically Sending Direct Mail When Digital Communication Fails • 26% increase in lead conversions to sales • Leveraging Unlimited Data Variables to Create Relevant, One to One • 25% decrease in cost per lead Engagement that Drives Response IBM lead nurtures its customers by dividing them into one • Utilizing Direct Mail in Multi-Channel, Drip Marketing Campaigns to Dialogue = Non-linear nurturing of three categories depending on where they are in the buying cycle. Leads are categorized as ‘Learn’ (potential client at the Drive Consumer Interaction initial stages of a project), ‘Scope’ (interested in case studies Initial white papers, conducting research) or ‘Select’ (interested in • Analyzing and Streamlining Direct Marketing Processes Sales Human comparing and engaging with vendor). • Eliminating Excess Inventory Follow-up Sales Marketing Contact Nurturing Your dialogue with your customers sets the tone for the Automation to relationship. Customers know that how you sell them is how • Increasing Postage Savings – Specifically by Mailing the Right Piece to the Right CRM Sync you will serve them in the future. So set the tone by nurturing Person at the Right Time their needs and nurturing their trust. Email Sent If you provide valuable education and information to pros- Collect Follow-up pects up front and as they need it, you’ll become their trusted Initial Buyer Buyer Marketing If you are ready to take a smarter approach pick up the phone and call us. Or visit / Content advisor. Then you’ll be first in line for their business when they Interest Insights + Nurturing www.MailPrint.com and review the Innovative Solutions section of our website. Offer move from the data collection phase into the purchasing mode. Route With patience, ongoing dialogue, and a good lead-nurtur- Scoring + Web Form Data ing program, you can ensure you’re not leaving 8 out of 10 Segmentation + Collection Routing prospects on the table for your competitors. Call 866.938.3607 IBM maintains a dialogue with those in the Learn and Add. Explicit + Behavioral Data Scope stages as they progress through the sales cycle, using Collection targeted collateral and promoting IBM’s solutions. Once pros- More Buyer Interst + Action pects reach the Select stage, they are handed over to the IBM sales team for direct engagement. Learn how we helped organizations save as Inbound Marketing Outbound Marketing The graph on the left shows how marketing and sales can work in tangent nurturing prospects during the inbound and much as $200,000 on a $600,000 budget! 8300 NE Underground Drive Pillar 122 Needles, Adam. "A Layered Approach to Lead Nurturing in B2B Demand Generation." Web log post. outbound marketing process. www.mailprint.com Demand Gen (r)Evolution. Leftbrain DGA, 19 Oct. 2010. Web. 29 Nov. 2011. http://mprnt.co/yws82G To discuss any information contained in Connect by Mail Print please contact Mail Print at 866.938.3607. columnist publisher’s letter 14 3 Clip Art Escapades Shaking Hands Sometimes the hardest part of managing your brand comes from inside your own team. The Holy Grail of business is making yourself invaluable to your customers. By becoming invaluable I sit at my desk with mounds of papers, stacks of You understand that. But managing the com- reports and other paraphernalia all over it. I am the pany’s brand and message may not be the most and a trusted advisor, you won’t have to worry about tying your customers to you with high switching VP of marketing. And true to the personality of my difficult part of our job. Sometimes, the hardest position, I have my own sense of organization. I part is trying to work together with our SALES costs. We believe in creating relationships, not barriers and know that marketing, customer service, and know where everything is on my desk. I know the TEAM. That’s right, the very group we try so hard being nice is critical to do this. status of each project. And I can freely admit that if to help. it weren’t for my iPhone, I’d probably have a hard I can’t tell you how many times I’ve seen a We’ve been immersed so deeply in such a remind us of the crucial role marketing will play time staying on top of everything. “flyer” with tacky clip art, too many logos and ty- product-oriented world that the next gizmo quickly going forward. My to-do list is stacked: requests for collateral pos, or a collateral piece the sales team created becomes the last gizmo. Having wonderful products In addition, the article “The Nature of Nur- pieces, webinars, email campaigns, social media and declared the “perfect” marketing tool. or great technology simply won’t be enough to cre- turing” provides an in depth look at some of the plans, website development, ad creation, copywrit- So, how long does it take you to figure out that ate indispensible value in the new landscape. tools that will not only open up the door to new ing, and the list goes on. the piece was created by a sales assistant on an old Our most-trusted relationships are with the prospects, but also nurture those relationships into By Kelly Laughlin And I love it. It’s all a part of what we do as version of Microsoft Word? And how many times people closest to us. In turn, many of us lean on Our most-trusted building trust. marketing professionals. We develop and manage do you have to tell the sales team they don’t need these relationships for advice and guidance. If you The next frontier is Marketing Automation and the company brand.
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