Date post: | 27-Dec-2015 |
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B2B B2C Hybrid Marketing
Workshop
SelectsStandard Industrial Classification (SIC) 2- 4- and 6-digit codes
55 = Automobiles, Boats, Planes5521 = Motor Vehicle Dealers – Used Only552102 = Automobiles – Antique & Classic
Prospecting Selects (cont.)Other Business Characteristics
Number of employees Annual sales Business credit score or bad debt Change in ownership date New / years in business Wallet share
Level
Individual / key person = job title or job function
Site or building
– Other Considerations
Level (cont.)
Institutional (multi-location)
Region
Integration of regional sales staff in support of wider branding efforts
Channel Distributors or wholesalers
Individuals
Site PenetrationEstablish minimum and maximum allowable contacts per site
ADDITIONAL CRITERIAHigh / Low Associated Freq and AOV = + / - 1Site Penetration Minimum = 1
0-3
4-5
6-7
8-9
0
1
2
3
4
5
6
Building Score
Sit
e P
en
etr
ati
on
Ma
xim
um
Title Slugging & Title Priority
Based on record’s age, alternate title slug with current key person contact name, or simply replace name with title slug
Donald RumsfeldSecretary of DefensePentagonWashington, DC 20001
Last Activity Date: January 2003
Secretary of DefensePentagonWashington, DC 20001
New Contact: May 2007
At sites with a higher desired site penetration than key person records allow, mail additional pieces according to title slugging priority
Maddox ChivanPresidentJolie Adoptions, Inc.2019 Pico St # 401Malibu, CA 90025
High Lifetime Freq & Avg Ord Value Site = + 1 Adjustment
Zahara MarleyDir of Adoption SvcsJolie Adoptions, Inc.2019 Pico St # 401Malibu, CA 90025
Site Penetration Maximum = 2
Dir of PublicityJolie Adoptions, Inc.2019 Pico St # 401Malibu, CA 90025
Additional Mail Piece Sent To
Only Two (2) Key Person Records Available
Important distinction: B-to-B direct marketing is still a one-to-one relationship
Relationship Management