I just got off a teleconferance webinar discussing how to make business-to-business direct marketing campaigns work. Here are a few of the take-a-ways from the group.
Design all campaigns for measurement. Every campaign MUST have a clear process for collecting, measuring and tracking performance.
Kill underperforming programs. Sometimes even the coolest programs just don’t produce. Don’t fall in love with the creative if it’s not working. Tighten the rope on the measurement of these programs.
Don’t rely on a single third-party software platform. As with CRM systems, the expectation that a single technology will solve the measurement problem is unrealistic.
Some good ideas.
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