PERMISSION MARKETING PRACTICES - Putman Media

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element of today's business-to-business marketing mix. ... its clients achieve their lead-generation goals using permission marketing best practices developed ...
2014 Marketing Guide

Permission Marketing Practices Identifying—and nurturing—qualified sales prospects is an increasingly essential element of today’s business-to-business marketing mix. Pharmaceutical Manufacturing helps its clients achieve their lead-generation goals using permission marketing best practices developed and popularized by Seth Godin and others over the past decade. In contrast to traditional “interruption marketing,” permission marketing requires that marketers ask for—and obtain—a potential customer’s explicit permission before advancing to the next step in the marketing process. A marketer offers something of value to a potential prospect and, in exchange, the prospect gives permission to be marketed to. In effect, “give me something of value, and I’ll pay attention to what you have to say.” “The incentive you offer to the customer can range from information, to entertainment, to a sweepstakes, to outright payment for the prospect’s attention,” Godin writes. “But the incentive must be overt, obvious and clearly delivered.” In line with these best practices, Putman Media leverages its brands’ relationships with subscribers to make them aware of marketers’ incentives—typically white papers, webcasts and other information-rich offers. Clicking on one of these offers takes the subscriber to a registration page, where they must fill out a series of identifying fields (or at least click “submit” if the fields can be pre-populated based on our knowledge of the subscriber). By engaging in this registration step, the subscriber effectively grants the marketer permission to contact them directly—and the lead’s contact information is supplied to the marketer. Our lead-generation programs are designed to scale across several important dimensions. For example, increasing depth or richness of registration data will result in fewer, more qualified leads (or a higher effective cost-per-lead, or CPL). Similarly, the addition of exclusionary demographic filters—by industry or geography, for example—will result in fewer leads (or a higher CPL). Another factor to consider is a lead-generation program’s ability to also build basic brand awareness vs. thought leadership (or both) for the sponsor. Content requirements also play into our lead-gen program alternatives: a co-branded webcast, video production or white paper developed on your behalf will of course entail a higher cost on a CPL basis (more details on our Content Marketing Services).

Chemical Processing



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control design

• Food processing



plant services

• p h a r m a c e u t i c a l m a n u fa c t u r i n g



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