Essential Resources in the B-to-B Sector
(DM News, November 29, 2001)
One of the great things about the direct marketing industry is people’s willingness to share ideas and resources. Much of what we marketers need to know to be successful has already been written down, in the myriad books, trade magazines and Websites out there. Combined with a bit of hands-on experience, this rich library of information can help us save money, lift response and better serve our customers.
Here follows a compendium of key resources for business-to-business direct marketers. I recommend that you stockpile these publications, and review them regularly. If you don’t, you will be reinventing a lot of wheels. If that’s the case, I just hope it’s someone else’s money that’s going to waste, instead of your own.
Books
If you have these 5 titles on your bookshelf, you will be 80% of the way there.
Business to Business Direct Marketing, by Robert W. Bly, 2nd ed. One of the great copywriters in our industry, Bob explains why every type of business communication should be a direct response communication, and then shows you how to pull this off. Bly covers creative approaches and offer development, and then takes you through all the key media types in detail.
Business to Business Internet Marketing, by Barry Silverstein, 3rd ed. After a superb chapter on the basics of BtoB direct marketing, Barry covers every conceivable aspect of how to harness the Internet for business marketing purposes. No surprise, he has updated this book twice to keep it current, and he provides a special "members only" website so readers can view the latest.
Business to Business Marketing: Creating a Community of Customers, by Victor L. Hunter. One of the thought leaders of our time, Vic puts our daily activities of acquiring and retaining customers into a new perspective. Citing the changes in the way customers buy, he explains how business marketers need to change their strategies and focus on their customers needs.
S.U.R.E.-Fire Direct Response Marketing, by Russell Kern. The latest contributor to the BtoB direct marketing library, Russell covers the gamut of planning and research, and campaign development and execution in all media. Full disclosure: Russell asked me to write a blurb for his book, and I did say some pretty nice things about it.
Managing Sales Leads, by Donath, Dixon, Crocker and Obermayer. Everything you need to know about lead planning, generation, and qualification. This book is officially out of print, but the DMA bookstore still has some in stock.
Trade publications
BtoB: The Magazine for Marketing and E-Commerce Strategists (www.btobonline.com) is published bi-weekly by Crain Communications. It has regular coverage of news and developments in direct and interactive marketing, and a very good email newsletter called Hands On, with case studies and an "ask the expert" column.
Conferences
Direct Marketing to Business (DMB), the semi-annual conference and trade show sponsored by the DMA and Primedia Business Exhibitions, is the place to keep up with the latest in the business. With 2 full days of sessions and a pre-conference day of workshops, this show also provides attendees with a gigantic softcover book (some call it a doorstop) of slides and notes from each session. They also sell session audio tapes on site. [(www.dmbshow.com)] The DMA also publishes a newsletter following the DMB conference called "In Case You Missed It," which contains articles culled from session content. Subscribe by contacting Jennifer Rice at the DMA.
Web-based publications
The Web is awash in material for business marketers. Just try a Google search on "BtoB marketing," and you’ll be sorry. It comes up with 24,300 listings. So I’ll save you the trouble. Here are some of the best.
www.b2bmarketingbiz.com, an excellent weekly newsletter with the most detailed case studies I’ve ever seen. The editor, Anne Holland, elicits amazing quantities of real numbers from her subjects.
www.wordbiz.com. Debbie Weil’s newsletter, WordBiz Brief, educates you on how to strategize and write outstanding business email communications, whether solo mail or newsletters.
www.B2btalk.org A forum for business marketers, with regular live chats and plenty of good articles, operated by a marketing agency outside of Philadelphia.
www.marketing.org. When you are ready to integrate your direct marketing with the rest of your marketing communications mix, the Business Marketing Association might be a big help. This is their website.