“7 Habits of Highly Effective DM Companies”

1. “7 Habits of Highly Effective DM Companies” BDG – March 2011 Terry Jukes – President B2B Direct Marketing Intelligence LLC

2. 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!

3. “7 Habits of Highly Effective Direct Marketing Companies”

4. How good is my company?

6. 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”

8. 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”

10. 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!

12. 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

14. 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

16. 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

18. 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

20. Questions? Questions? Questions? Questions? “7 Habits of Highly Effective DM Companies” BDG – March 2011 Terry Jukes – President B2B Direct Marketing Intelligence LLC