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We are committed to enabling your B2B-marketing to drive sales and maximize the return on your marketing investment. You’ll find here useful and practical information for your daily business like check lists and metrics.

Direct mail ROI

Direct mail’s potential as a one-to-one marketing tool can be very powerful, but years of “junk” mail and now “spam”, the online equivalent, have jaded customers, resulting in mailers being thrown away by the target audience before being read. A company’s leaders want to know the return on investment for a given project. Do you want to know the ROI of your direct mail campaign? The following calculation will provide you with an indication of the success of a particular investment. The final test would be to revisit this ROI after the campaign and compare the projected and actual performance results.

Where
ROI = Return on your direct mail investment
DM = Total number of direct-marketing pieces sent
R_R = Response rate
C_R = Conversion rate of people who actually made a purchase
A_S = Average sales per purchase
C = Total cost of direct-mail campaign

Buying Process Map

Do you want to support the buying process in the most effective way and come to the selling point where buyers agree to an ongoing relationship? We recommend you the buying process map by Kristin Zhivago which is described as a table that represents the specific steps in a typical sale. The device is designed to help everyone involved agree on how customer’s buying process and the sales team’s efforts can be supported in the most productive way. Click here to download your buying process map as a PDF.