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

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Ma

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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