Topic

Lead generation

  • McAdams VIP Campaign: 2011 IMA Award Winner

    McAdams, a family-owned web-printing firm, had a B-to-B database of 1,800 existing customers, but only 350 were active. In 2010, McAdams installed a high-quality inkjet inline printer that it wanted to advertise to its customers, but also to potential new acquisitions.

  • Debby Boone Headlines Lifestyle Lift’s New DRTV Campaign

    Facial rejuvenation firm Lifestyle Lift debuted a new long-form DRTV spot this month featuring 1970’s pop icon Debby Boone.

    Lifestyle Lift’s core demographic – women in their mid-50s through mid-60s – influenced the choice of Boone as spokesperson. “We wanted someone with a wholesome image who was relevant to our target audience,” says Lifestyle Lift CMO Steve Hanson. That audience would have been in its 20s and 30s during the time of her biggest hit “You Light Up My Life,” the summer of 1977.

  • Improved Ecommerce Boosts Results for Green Top Sporting Goods

    Enhanced shopping cart and customer path analytics are helping Green Top Sporting Goods boost its pay-per-click search results and increase sales in several product categories.

    As recently as 2008, Green Top’s website offered product listings but no way of making purchases. Visitors clicking on specific items were often brought to the manufacturers’ sites.

  • Trade Show Demos Help Hill Rom Engage Customers

    A revamped trade show booth that engaged nursing professionals with the brand boosted sales and customer relationships for medical technology marketer Hill Rom Holdings Inc.

  • Customized Mailings Promote PIP/Sir Speedy Franchise Services

    Franchise Services Inc. brands Sir Speedy and PIP Printing and Marketing Services are using custom printed direct mail pieces to promote their range of services.

    Simply put, says David Robidoux, vice president of marketing services: “We’re using PURLs to sell PURLs.”

  • Keeping Marketing Assets Secure in the Cloud

    After all, if your marketing and sales materials are managed and distributed via a Software as a Service (SaaS) solution on the Internet, rather than housed on your company’s own servers, aren’t they more prone to being viewed by unauthorized users? The answer may actually be no, according to some industry analysts.

  • Direct. B to B to C in Mix for Tullamore Dew U.S. Effort

    The world’s second-largest Irish whisky is Tullamore Dew, and yet comparatively few Americans have heard of it, favoring instead competitors Jameson’s and Bushmills. Importer William Grant & Sons USA is using a mix of retail partner efforts and direct-to-consumer marketing to change that..

  • Content Curation Helps Connance Focus Online Messaging

    Hospital business office systems provider Connance is using content curation to gather online content to generate leads and hone its messaging. The sales cycle can be slow when dealing with a function of a healthcare institution that is not on the clinical side, so being a trusted source of information for prospects is crucial.

  • Five Things B2B Marketers Need to do Before Going Social

    Here’s a reality check for business-to-business firms engaging in social media: Content isn’t king, at least as far as tweets and posts to other forums are concerned. Greg Ott of Demandbase offers five prerequisites B-to-B marketers must have in place to maximize the return of their social media endeavors.

  • Multivariate Testing Shows Sex Doesn’t Sell Cosmo Magazine

    Anyone looking to design a direct mail prospecting package for Cosmopolitan magazine should know that sweepstakes don’t boost responses, tote bag premiums don’t justify their cost and above all, sex doesn’t sell. At least, not on the outer envelope. (Inside the package is another story.)

    That last point may be surprising, but the magazine conducted two multivariate tests within the past 18 months. The tests offer statistically valid results for the impact 12 changes had on response rates.