Business to Business Direct Marketing Flashcards
marketing when you send direct marketing to another business of a business to another business or a business contact.
Business to Business (B2B)
2 ways of getting the customers data
Warranty cards
registration data filed electronically.
Generic objectives of B2B Direct Marketers are
Sales of a product or service
Lead generation
Lead Qualification
Establishment and maintenance of customer relationship
Single largest direct response activity of business marketers.
Lead Generation
to generate the highest volume of sales in the most cost-effective manner.
Primary purpose of Lead gen. prog.
Sales leads according to the level of qualification
- Suspects
- Prospects
- Leads
- Qualified Leads
- Hot Prospects
- Customers
Part of some broad business demographic group
Suspects
Identifies them as a member of group that is appropriate target for the business product or service.
Prospects
Prospects who have indicated a minimum level of interest by some type of response.
Leads
leads who have been contacted and who have expressed interest in purchasing the product.
Qualified Leads
Add the intention to purchase in the near future.
Hot Prospects
When a purchase is made by the prospect
Customer
DNAM
Desire, Need, Authority, Money
Needed to qualify a prospect in order to obtain the DNAM information.
Questioning Prospects
Plays a key role in the process of multistep direct marketing by answering the responder’s request for information.
Fulfillment Package
