7 habits of highly effective dm companies
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“7 Habits of Highly Effective DM Companies”. BDG – March 2011 Terry Jukes – President B2B Direct Marketing Intelligence LLC. Terry Jukes President B2B Direct Marketing Intelligence LLC. Former President of gNeil and Misco NA. Former President of Ability Commerce

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7 habits of highly effective dm companies

“7 Habits of Highly Effective DM Companies”

BDG – March 2011

Terry Jukes – President

B2B Direct Marketing Intelligence LLC


Terry jukes president b2b direct marketing intelligence llc

Terry JukesPresident B2B Direct Marketing Intelligence LLC

  • Former President of gNeiland Misco NA.

  • Former President of Ability Commerce

  • B2B DM Consultant since 2003.

  • Performs strategic marketing consulting including due diligence on buy/sell transactions and bank loans.

  • Practice is 50% retainer, 50% project based. Clients in USA, Canada, UK, France, Germany

  • Visits 10-15 B2B DM companies each year….both good and bad! I’m Colombo, Dr. Phil, Tony Robbins and Judge Judy!


7 habits of highly effective direct marketing companies

“7 Habits of Highly Effective Direct Marketing Companies”


7 habits of highly effective dm companies

How good is my company?


Intelligence

Intelligence

  • Fewer, smarter people = “collective brain trust”

  • Trusted partners = vendors, industry “buddies”, consultants

  • Attitude of continuous learning and improvement

  • Acceptance of constant change

  • Curious, humble, open.

  • Not stuck in “our way”

  • Process of deployment in place… “think then do”


Innovation

Innovation

  • Proprietary Products & Services

  • Usually a “driving guru” exists.

  • New product/service sales >20%

  • Leading in technology application

  • Well developed, disciplined innovation process

  • Higher customer acquisition and retention rates

  • Innovative brand perception, seen as “leading”


Inbound

Inbound

  • It’s an energy that you feel!

  • “Advisors & Consultants” not “order takers”

  • “Make the most out of every call” , not an efficiency mandate

  • Increase AOV and order conversion 15-20%

  • Incentive compensation and “ownership” are key

  • Quartile/Decile performance measurement

  • Give non performers chance to be successful somewhere else! There is a big opportunity cost!


Integrated multi channel action

Integrated, multi-channel action!

  • Beyond talk, doing it!...and measuring results.

  • Have built supporting databases/CRM, measurement system and reports.

  • Understand interdependent online and offline marketing relationships and leverage that knowledge.

  • Have “hour by hour” dashboard management reports and “real time” adjustments.

  • Exploit multi-channel breaking news, traffic change and competitive activity.

  • Highly technology support


Inspirational

Inspirational

  • Passionate leadership who “walk the walk”

  • Inspire employees who inspire customers

  • Create “believers”, “advocates”, “brand zealots”

  • Doing “cool stuff” and creating “worldwide raves” about unique products and services

  • Their “content” is used, forwarded, talked about, quoted…not just blogging, emailing, tweeting, creating fan pages.

  • Outstanding reputations, spotless facilities, respected leaders


Invest

Invest

  • Sustainable margins support continuous investment

  • Invest in …

    • Change – “only the paranoid survive”

    • New product/service development

    • Strategic acquisitions (usually product)

    • Their next business model

    • “Skunk work” teams

    • Continuous improvement/invention

    • People – training, mentoring

    • Technology


International

International

  • True “globalization” business moving to “virtual”.

  • Think globally, act locally.

  • Leverage R&D/overheads around the world

  • Purchase goods and services internationally

    • Goods from China

    • Programming/IT from India

    • Technical support/Customer Services from Eastern Europe or Philippines

  • Growing/Expanding internationally

    • Canada

    • UK

    • EU


7 habits of highly effective dm companies1

Questions?

Questions?

Questions?

Questions?

“7 Habits of Highly Effective DM Companies”

BDG – March 2011

Terry Jukes – President

B2B Direct Marketing Intelligence LLC


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