Step 5: Activate
Now put your qualified data to work. The first group of qualified prospects (from step 4) are warm leads for your business – your aim is to turn these leads to sales meetings. Before starting the appointment setting calls, you should give a reminder to the decision maker – and direct mail is a great tool for activating this customer dialogue.
I am a big fan of snail mail, because it will most likely to be noticed by the receiver. People get a lot of email marketing (spam) to their inbox’s and even the relevant messages will be ignored and deleted. Creatively designed physical marketing however will be noticed, opened and most importantly remembered by the receiver.
For sure, concept design and color make a difference. Have a look on Brian Morris’ post on Business2Community of how different colors are used in marketing campaigns. (picture on this post is also linked to his original work)
Follow-up the direct mail by a appointment setting call to the decision maker. Remember you are now working with a group that has previously told you their interest in your products or services and are willing to hear more about you. You will most likely to get a high pull percentage for these sales meetings. I have seen over 70% pull rates in these kind of processes. Also the booked sales meetings will be of a high quality due to the earlier qualification in the mapping process.
For more on this subject: Check Steve Olenski’s post on Forbes CMO network (3rd of November 2012) Direct Mail: Alive And Kicking
I hope this post was helpful for you. I am happy to get feedback from all B2B Sales and Marketing professionals. Tell me your way – how do you find the potential from the market and generate sales?