Before you plan your next direct marketing or sales campaign, think carefully about how many people you need to contact. If you have previously run campaigns that return, say, 20 sales leads per 1000 prospects, then your focus now should be designing a campaign that improves on that ratio.
The Achaleon blog
What's piqued our interest in marketing and technology
Measuring your marketing – quick tips to get you started
How well is your marketing working? It’s not possible to measure everything in marketing, but you can still achieve great value by measuring what you can and using this as a basis for managing your marketing focus and expenditure.
Don’t have a USP, don’t need a USP
When you are talking about marketing, you can’t go very far without someone mentioning how important it is to have a USP, or Unique Selling Point for your product or service. But when you are selling complex technology, business-to-business, is it worth spending time and effort creating and promoting a USP? And if not, what should you do instead?
Working out meaningful ROI figures from your marketing
If you want to know where best to allocate your marketing budget, or whether it makes sense to spend any more on marketing, you need to properly measure your return on investment. Measuring marketing results can get very complex, but for most businesses it’s best to keep it simple so you get clear answers to help make decisions. There are just a couple of basics that you need to understand before you get started
Jargon: how to make it work in your marketing
When you’re selling to a technical audience, you need a certain amount of jargon to explain quickly and clearly what you’re offering. But if you don’t use the same phrases and acronyms as everyone else, then you’ll sound like a real outsider.