Developing Effective Marketing Offers to Drive Leads Jennifer Culbertson Looking Glass Marketing

Today’s Agenda Importance of offers Types of B-to-B offers and the sales cycle How to develop compelling offers Offer development exercise Importance of a Call-to-Action Offer placement tips Common mistakes to avoid

Offer Description What you’re willing to give and what you want in exchange for a particular response.

What offers are you using? White papers Assessments Case studies Discounts Free services Giveaways Free trials

Why An Offer? To move the prospect to take action To overcome inertia To move them along the buying cycle To attract prospects and customers you want

Campaign Success Equation

Offer Characteristics Keep it simple, clear and compelling Value-driven Relate to target audience Business decision makers – more strategic offer or business focused Technical decision makers – technical offer related to their position Exclusivity – can’t get anywhere else Timeliness - create a sense of urgency

Example State offer prominently Sense of urgency Call to action Exclusivity

Example Value-driven offer Clear call-to-action Exclusivity – only from D&B Sense of Urgency – Today only!

Types of Offers and Buying Cycle

Offers and Buying Cycle Stage of the buying process Educational/value-driven offers Relationship-building, trust establishing offers Offers that will tip the decision in your favor

Types of Offers Stage of Sales Cycle EDUCATIONAL OFFER (white papers, webcasts, how-to, book) Early – Position your capabilities, what you have to offer EVENT (face-to-face seminar, special event, conference, training) Middle – Trust establishment, relationship building FREE ASSESSMENT (strategic business review, technology assessment) Middle - Trust establishment, relationship building FREE TRIAL (software) Middle to Late – Technical capabilities of product DISCOUNT (% off XX) Late – Entice to make a final decision VALUE-ADD (Free training, extra services) Late – Entice to make a final decision

Survey - Best Offers for Lead Generation Best offers are those that have perceived educational value

Developing Compelling Offers

Offer Ideas? Ask customers what they typically respond to Ask sales what customers look for Analyze previous offers and results Check out the competition Test multiple offers and see what works

Example Of Using Multiple Offers

Marketing Offer Development Exercise (Handout)

Offer Development Exercise Industry – Manufacturing companies Target Audience – Business Decision Maker Stage in Buying Cycle - Early Product – Microsoft Dynamics GP Objective – Awareness and new leads What offers would be applicable? White paper Educational Guide to Effective Manufacturing Operations Web seminar

Types of Offers Stage of Sales Cycle EDUCATIONAL OFFER (white papers, webcasts, how-to) Early – Position your capabilities, what you have to offer EVENT (face-to-face seminar, special event, conference, training) Middle – Trust establishment, relationship building FREE OFFER (strategic business review, technology assessment) Middle - Trust establishment, relationship building FREE TRIAL (software) Middle to Late – Technical capabilities of product DISCOUNT (% off XX) Late – Entice to make a final decision VALUE-ADD (Free training, extra services) Late – Entice to make a final decision

Offer Development Exercise Target audience – Distribution companies Title – C-level and IT Stage in Buying Cycle – Early Product – Microsoft Dynamics GP Objective – Awareness of your company and build database What offers would be applicable?

Offer Development Exercise Target audience – Existing customers with possible CRM need C-level and Director Stage in Buying Cycle – Middle Product – Microsoft Dynamics CRM Objective – Educate and further identify need What offers would be applicable?

Offer Development Exercise Target audience – Financial Services Firms Titles – C-level and Sales and Marketing VP Stage in Buying Cycle - Late Product – Microsoft Dynamics CRM Objective – Tip decision in your favor What offers would be applicable?

Offer Placement Tips

Frequency and Placement Repeat your offer throughout Placement counts Outside envelope Strong opener Strong close with offer In the P.S. Top left of letter Subject line

Example

Call-to-Action Get your target to take action!

Call-to-Action For every offer -- A clear call-to-action is extremely important Tell them what do you want them to do and how to receive the offer Provide multiple ways to respond to increase the response rate (phone, business reply, web, fax) Repeat the call-to-action in your communication. Tell them what you them to do – more than once

Call-to-Action Examples

Using Call-to-Action Call to Action by Delivery Method Web – Download, Register, Install it Today, Learn More, Tune in, Subscribe Now – Register, Send to a Friend, Click Here, Learn More Direct Mail – Register Today, Call, Visit, Business Reply Card

Common Mistakes to Avoid Offer is too complicated – Keep it simple and easy to respond Lack of clarity or too generic – Make your message clear and provide the right detail Offer has little applicability to target – Know your audience! Offer is used at the wrong time – know how to use in the sales process

Next Steps Review existing campaign plans Review your website Develop 5 new offers you can use for prospects in various stages of sales process Implement offers and track results

Questions? Q&A

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