Direct Marketing Analyst Reports

The Left Brain Model: The Right Demand Generation Model for the Brave New World of B2B Marketing
Marketing is evolving and B2B marketers that fail to embrace this change will become irrelevant. Neolane is pleased to provide this analyst report, courtesy of Left Brain Marketing, on the demand generation model for the new world of B2B marketing.

Aberdeen Group: Offer Optimization – Using Customer Analytics to Improve Marketing Performance
This report focuses on how you can harness the power of customer analytics and thereby gain deeper customer intelligence, the ultimate tool that can help you understand your customers and market to them.

Direct Management Articles

2012 Trends to Watch: Marketing
1to1 Media – December 26, 2011
This article discusses new trends to watch in 2012, in particular new technologies for customer engagement and improving the multichannel customer experience.

Social Splashes: Google, Flash Mobs and Metrics, Oh My!
BtoB Online – December 14, 2011
This article analyzes the trend of social media, beginning when Google first jumped into the social media scene. Marketers understand that they need to be where their customers are in order to reach them. Google understands this too, and so joining in the social media space race was an inevitable next step for them.

Beyond the Silo: E-Mail Marketing for Today
adotas – November 28, 2011
“Managing disparate technologies not only drains resources, but eventually becomes an obstacle to optimizing customer experiences and accountability,” according to independent industry research firm Forrester Research. This article discusses the downside of channel silos and new e-mail marketing methods.

Four Steps for Making Facebook Marketing Work
Forbes – November 28, 2011
As Facebook relies purely on ad revenue, but doesn't make much effort for the success of advertisers, most marketers aren't sure how to approach Facebook. This article gives four effective approaches for using it.

Make Social Media Relationships Profitable
MediaPost News – October 7, 2011
This article is about applying some tried and true direct marketing techniques to social channels in order to convert anonymous fans and followers into personal, sustainable, and profitable relationships.

Improving Data Quality Can Help Increase Deliverability Rates
B2B Email Marketing – September 19, 2011
This article presents best practices tips for reaching one of the most critical steps toward email deliverability improvement: data quality.

Eureka! Turning Social Data into Golden Customer Relationships
Direct Marketing News – September 7, 2011
Customer interaction data that can be drawn from social media channels like Facebook and Twitter is becoming more accessible to marketers. This article focuses on how to turn mere social media interactions into quality data that can be used to cultivate customer relationships.

3 Email Marketing Traits That Enhance Customer Engagement
1to1 Magazine – July 25, 2011
Distinguishing marketing signals from marketing noise grows more difficult every day. Here, 1to1 Magazine presents three helpful email marketing tactics focused on customer engagement.

Social Media Marketing: 8 Tactics to Measure and Improve Facebook Results
MarketingSherpa – June 23, 2011
Social media marketing is hailed as an inexpensive way to engage an audience. But how many marketers know the amount of revenue they've generated from Facebook? This article explores eight important tactics marketers can implement to get the most out of Facebook.

'Julie; Brings Breath of French Air to Direct Customer Service
Direct Marketing International Magazine – May 3, 2011
The world of marketing is acutely aware that response rates to traditional direct marketing campaigns are declining. This article looks at how to stay relevant and connected to customers.

Neolane Launches Social Marketing App
destinationCRM.com – March 31, 2011
This article offers a look at the new social application available within Neolane’s conversational technology platform, which enables marketers to engage with customers on a one-to-one basis through social media platforms.

>Neolane Adds Social Engagement Features
BtoB – March 30, 2011
Neolane has recently enhanced its social media suite by adding Twitter and Facebook posting management, email sharing, and social permission management. This article explains how these tools help inform lead generation and enhanced one-to-one communications features.

>Conversational Marketing: The Next Phase of Customer Engagement
E-Commerce Times – March 25, 2011
With the continued emergence of new technology and channels, including social media, mobile, avatars and more, the relationship between brands and their customers and prospects has been changed forever. This is a look at the shift marketers are making to conversational marketing, which is built on heightened activity and personalization.

Vertical Deep Dive: Demand Generation Strategies for Financial Services Marketers
DemandGen Report – February 23, 2011
This article argues that the financial services industry needs to embrace conversational marketing by building and sustaining personalized lifetime dialogues across all marketing channels.

Deliver Magazine: Something to Chew On
Delivermagazine.com – April 30, 2010
This article illustrates Neolane's capabilities as a leader in enterprise marketing software by using their Baseball Card campaign as an example of directly connecting with their customers. "I think people are intrigued about opening something," says Kristin Hambelton, VP of marketing at Neolane. "It's this whole childhood mentality of ‘Oh, I got a little present. I want to open it.’"

Direct Mail’s Dynamic New Look
1to1 Magazine – November 18, 2009
This article looks at e-mail marketing, the new world of customer personalization, and how Bates Worldwide paid special attention to this new world.

Qualified Leads Can Boost Direct Marketing Effectiveness, Expert Claims
ThomsonLocal – July 20, 2009
Stephan Dietrich, president of Neolane, has claimed growing business owners should collaborate with a sales team on the leads they will use to measure the efficiency of campaigns. This article argues that direct marketing effectiveness can be increased by agreeing on qualified leads before a campaign launches.

Winning E-mail Subscribers in a Down Economy
Forrester – December 24, 2008
Email is resilient in a challenging economy because of its cost-effectiveness, speed-to-market, and direct reach. This article focuses on shifting acquisition tactics as a key topic marketers need to focus on in their email campaigns.

Direct Marketing Blog

• The Direct Marketing Competitive Edge: How to Establish & Keep It
  Kristin Hambelton -May 15, 2013
  According to results from a recent Target Marketing study, 12% of direct marketers surveyed say they intend to decrease direct mail spend in 2013, the largest percentage decrease of any direct marketing method. With fewer direct marketers devoting spending to this category, how can companies that rely heavily on executing direct mail campaigns compete against other firms and advertising channels that are not as direct mail focused? The following is our recommendation of how to establish—and keep—a direct marketing competitive edge.
• 11 Resources to Help Your Direct Marketing Campaigns
  Kristin Hambelton -April 30, 2013
  There is no universal checklist for creating a successful direct marketing campaign; every campaign is different and requires an approach specific to the brand’s (and customers’) needs. Because there is so much variation in what it takes to run a successful campaign, there’s no one way to execute a direct marketing campaign.
• Using Facebook Graph Search to Improve Your Direct Marketing
  Mickael Bentz -April 19, 2013
  One of the most important factors to consider when executing a successful direct marketing campaign is to identify your demographics, and, at an even deeper level, understand your customers on a personal level. Every successful marketer needs to know their audience: What types of things do they like? What interests them? What types of needs do they have? What are their recent behaviors and activity?
• The Definition of Direct Marketing
  Kristin Hambelton -April 4, 2013
  In order to effectively put direct marketing to use, marketers must first understand what it is, what it’s intended to do, and what are the best channels and approaches for reaching their target audiences.
• Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age?
  Kristin Hambelton -April 8, 2013
  Direct marketing is the hundred-year-old science of using addressable channels to connect the right offer with the right person at the right time. Over that century, we’ve experienced tremendous change on all fronts.
• Why Direct Marketing Is Still King of ROI
  Kristin Hambelton -April 10, 2013
  As new online tools have become available, traditional tactics have remained consistent, creating a perfect storm for reaching customers with personalized, one-to-one messages.
• The Evolution of Direct Marketing: Then and Now
  Kristin Hambelton -April 20, 2013
  Direct marketing has undergone a major revolution in recent years as the channels and tactics used to successfully market to customers have changed significantly. More importantly, they will likely continue to evolve into the near and distant future.
• Big Data’s Effects on Direct Marketing
  Kristin Hambelton -March 7, 2013
  Direct marketing has evolved from the days of mass-delivered print content to today’s digital world. Nowadays, marketers have access to an increasing number of channels to send direct, personalized messages and engage prospects and customers in one-to-one conversations.

• Four 2013 Predictions for the Marketing Landscape
  Kristin Hambelton - January 17, 2013
  The marketer used to rely on other people to manage and launch their marketing campaigns. But with easy-to-use marketing technology systems, the CMO and marketer can now select the technology and manage the process on their own.

• Direct Marketing on the Internet: Step Toward Success
  Kristin Hambelton - November 1, 2012
  It is a common misconception that direct mail, one of direct marketing's oldest and most effective channels, is becoming obsolete. In fact, direct marketing has become a more interactive, internet-driven channel.

• March Madness and Digital Marketing: Begin with the End in Mind
  Ed Hadley - March 23, 2012
  We'll look into the digital marketing playbook of leading professional sports teams, offering insight into driven online engagment and revenue.

• Direct Marketing 101: Steps for More Effective Marketing Campaigns
  Kristin Hambelton - March 20, 2012
  This post is to help marketers better understand direct marketing. Neolane has put together a comprehnsive list of steps that marketers can take to make their campaigns more effective.

• Marketers, It’s Time to "Get" Facebook Open Graph
  Alexis Karlin – February 17, 2012
  Facebook Open Graph is the next social media concept that marketers will have to grasp in order to advance Facebook marketing strategies. This blog post explores Facebook Open Graph and why it's time for marketers to adopt it.

Direct Marketing Case Studies and Webinars

Webinars

B2B2C – Marketing with and Through Agents, Dealers and Brokers
This webinar discusses the unique challenges faced by marketers in the B2B2C industry and technology that can support their efforts. Guest speaker Suresh Vittal, Vice President, Practice Leader – Customer Intelligence, Forrester Research Inc., will discuss the unique challenges faced by marketers in these industries, as well as the technology that can support their efforts.

Archived Webinar: Conversational Marketing: Creating Exceptional Customer Experiences Seamlessly Across Inbound and Outbound Channels
In this webinar event, guest speaker Joe Stanhope, a Senior Analyst with Forrester Research, Inc, applies marketing intelligence from inbound and outbound channels to show how you can deliver highly relevant and engaging cross-channel experiences.

DMNews Webinar: Understand and Practicing Personalization
Marketers know that personalization drives better results, but evidence suggests that marketers are not going far enough to actually make their campaigns relevant to individual customers and prospects. This webinar will help you better understand personalization and learn how to effectively and efficiently put it into practice in your own marketing efforts.

"When the Four Ps of Marketing Aren't Enough" Webinar
This webinar that will help marketers better understand how to use the various marketing channels and leverage data across channels to increase customer retention, drive new customer acquisition, and improve marketing efficiency.

Channeling Success - Optimize your cross-channel initiatives to boost marketing effectiveness

This webinar will discuss how best-in-class organizations have moved from multichannel to cross-channel approaches to achieve higher response rates and return on marketing investment (ROMI).

Accor Hotels: How Dynamic Personalization Boosts Email Response Rates and Revenue

In this exclusive webinar event, Mathieu Staat, Customer and Relationship Marketing Director of AccorHotels.com, will discuss Accor's enterprise-level strategy to improve online communication with customers and prospects and drive travel bookings.

Case Studies

• Stadium Embraces Conversational Marketing Technology Optimizing Its Communications Across All Channels

• Relationship Marketing in the World of Haute Couture: Turning Brand Awareness into Lifetime Loyalty

• Sephora Teams with Neolane and SPSS for Marketing Makeover

Direct Marketing Whitepaper

Archived Webinar: Crack the Code - Getting C-Suite Buy-In for Your Marketing Tech Purchases
In this webinar, join Suresh Vittal, vice president and practice leader of Forrester Research, as he discusses his recent research on marketing technology adoption and the buying process.