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Archive for January, 2010

Business to Business Marketing thoughts – Part 2 – Telemarketing

Tuesday, January 12th, 2010

Comments on the use of Out-bound Telemarketing

This operation is generally used to create leads from “cold calling”. It is often considered to be the poor relation to inbound enquiries and therefore is often completely overlooked or under resourced.

The reputation of “cold calling” has suffered through using unknowledgeable agencies to make direct contact and then not to be able to follow through on conversations as they have no training or extremely limited knowledge of the subject matter they are expected to talk about. This is particularly evident in technical industries.

Our own experience (Clickingmad) of telemarketing results in the following list of actions we undertake broadly speaking. These methods work in our industry and I feel they should work in others.

  • Recruitment of confident telephone users/ex salespeople
  • Training (Minimal) to establish a minimum knowledge capable of discussing the overall subject.
  • Gain contact data and establish to the initial contact information is correct (who? what? where? Etc)
  • Contact non technical decisions maker, discuss in the broadest terms who they are currently served by and there regular requirements looking for opportunities to pitch for their business.
  • Dependant on your organisation ask for the opportunity to discuss how you can help them.
  • Diarise for future call back and make full notes on CRM system
  • Follow up with email communication or brochure with personalised covering letter detailing the summary of the conversation, thereby increasing the apparent importance they represent to your organisation.
  • Ensure that the agreed action happens without fail to build the relationship.

The above will only work with the management will of the organisation focussed on the importance of the subject and being seen to be supportive of it.

Targets of numbers of calls, numbers of appointments (if relevant) and other benchmarks are needed to motivate the staff and to keep a tight rein on the activity.

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Business to Business Marketing thoughts – Part 1 – Mailing Lists and CRM

Tuesday, January 12th, 2010

These are potential clients to a business and are gained from a variety of sources; meetings, networking, website enquiries, referrals etc. They represent “warm” leads and should be treated as such.

CRM systems are only as good as the data they hold within them and then how you use that data in a proactive way.

Extract from the Sales and Marketing Institute website;

“Unfortunately, the information required to create these database[s] is often old, inaccurate, in too many different files/silos, held in the head of the salespeople, or not yet developed and recorded. This situation is further complicated by no one in the marketing or sales group assuming overall responsibility for the database. Therefore, the database responsibility usually falls to the keeper of the data or the MIS group who, as we know, are neither marketeers nor salespeople.

In a number of companies, this information may be accurate but nowhere on the file is the name of the key contact or decision-makers. If there are names, they are frequently those of the accounts payable staff.

It is widely accepted in the direct marketing industry that for B2B, 50-60% or more of the success of a direct marketing campaign is dependent on the list, yet many companies spend more time and money on the creative process, which is only a 10-20% leverage on results than they do ensuring that the mailing list is accurate.

Notes:

  • Ensure that any list is regularly checked for accuracy.
  • Ensure that you have all relevant data on the actual people who are the decision makers
  • Ensure that all contact is recorded accurately
  • Ensure that the contact with the prospect is regular and future action/contact is agreed with the prospect.

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Website Privacy Policy Sample Text

Tuesday, January 12th, 2010

This is some text that we use when we build websites if a client does not have their own Privacy Policy.

I thought I would share it to everyone, cut and paste if you wish and if you want to say where you got  – please do..! ;

This privacy policy sets out how “[business name]” uses and protects any information that you give “[business name]” when you use this website.

“[business name]” is committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement.

“[business name]” may change this policy from time to time by updating this page. You should check this page from time to time to ensure that you are happy with any changes. This policy is effective from [date].

What we collect

We may collect the following information:

  • name and job title
  • contact information including email address
  • demographic information such as postcode, preferences and interests
  • other information relevant to customer surveys and/or offers

What we do with the information we gather

We require this information to understand your needs and provide you with a better service, and in particular for the following reasons:

  • Internal record keeping.
  • We may use the information to improve our products and services.
  • We may periodically send promotional emails about new products, special offers or other information which we think you may find interesting using the email address which you have provided.
  • From time to time, we may also use your information to contact you for market research purposes. We may contact you by email, phone, fax or mail. We may use the information to customise the website according to your interests.

Security

We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.

How we use cookies

A cookie is a small file which asks permission to be placed on your computer’s hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

We use traffic log cookies to identify which pages are being used. This helps us analyse data about webpage traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website, by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

Links to other websites

Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.

Controlling your personal information

You may choose to restrict the collection or use of your personal information in the following ways:

  • whenever you are asked to fill in a form on the website, look for the box that you can click to indicate that you do not want the information to be used by anybody for direct marketing purposes
  • if you have previously agreed to us using your personal information for direct marketing purposes, you may change your mind at any time by writing to or emailing us at [email address]

We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so. We may use your personal information to send you promotional information about third parties which we think you may find interesting if you tell us that you wish this to happen.

You may request details of personal information which we hold about you under the Data Protection Act 1998. A small fee will be payable. If you would like a copy of the information held on you please write to [address].

If you believe that any information we are holding on you is incorrect or incomplete, please write to or email us as soon as possible, at the above address. We will promptly correct any information found to be incorrect.

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