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Public Relations for Product Launches

  Part II of the Series: 10 Ways to Untangle Your Product Launch When I was a young writer working for the Entrepreneur Media Group, one of my tasks was to write new product and company launch articles for two of their magazines and their online community. I was a voracious consumer of press releases…
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Website Elements for a Successful Product Launch

Part II of the Series: 10 Ways to Untangle Your Product Launch Your website is the first sale rep people meet at your company. Unfortunately, many marketing teams can quickly find themselves overwhelmed when trying to tackle all of the elements of their web strategy– websites, SEO, blogs, pay-per-click, email integration and more. We want…
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10 Ways to Untangle Your Product Launch: Part I

 

Most product launches fail.

According to the Harvard Business Review, only 3% of new consumer packaged goods exceed the benchmarks set for a successful launch. Lack of a successful launch strategy for a technology company can reduce your profitability by as much as 35%.

From an outbound or downstream marketing perspective, the biggest problem with a new product launch is education (sometimes referred to as enablement). Of course, I’m assuming you’ve already done the important inbound/upstream marketing:

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Message Sweeping Boosts Response 145%, ROI 166%

Would you like to almost double your ROI on your next mail campaign without having to make a single call?

Messaging sweeping is a successful tactic for increasing response rates as our message sweeping team recently reported for a leading manufacturer. This manufacturer sends quarterly product mailers with an average 3.1% response rate. After working on ways to boost that response rate, the company decided to run split-run test using message sweeping for part of their mail drop tested against the control group with no message sweeping added. The group with message sweeping saw a response rate increase of 145%.

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Stop Making Your Prospects Work So Hard

You never want to make your prospect work to figure out how to do business with you.

How are you optimizing your landing pages? Have you ever gone to a website that featured something you were ready to download or even buy only to have to search around for their contact us page or order form or whatever random page you thought would help? Then when you finally found that page, they wanted to collect field after field of information from you just to send you their brochure? That kind of frustration can end the relationship with your prospects before it starts; however, if your landing pages are customized and have the appropriate number of fields, you will greatly increase the odds that a prospect will complete the form and begin engaging with you.

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How to Segment Data to Boost Response and Conversion

Your customers and prospects are as individually different as the colors in a rainbow. If you understand how to target and communicate to them based on those differences, your response rates will be just as beautiful. If you try to mix your messages for the masses, the colors will run together and you’ll have a less-than-beautiful muddy mess.

Last week I fired off a post suggestion that we should all be looking at data segmentation in our lists to improve response rates. I had some great feedback on the post from readers wanting more detail, including this email from a friend:

 I completely agree that segmentation will improve response rates. What do you suggest we look at as segments?

So here are some thoughts to get you going.

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Niche marketing

Seven Ways to Close More Deals–Webinar Recording

This was a great session, covering a ton of ground and answering a lot of your questions. We talked about: What best-in-class technology companies are doing to help understand their customers, the buying cycle, the needs, desires, wants, behavior, etc. How to streamline complex sales cycles by educating your prospects The best way to fill…
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8 Steps to More Prospects: Get Our Nurturama Cheat Sheet

You’ve seen me mention our 8-step process for developing more prospects while increasing sales productivity–this is kind of a “cheat sheet” we use at the Boston Turner Group to explain all of the key elements of a marketing automation process to our clients. It helps us make sure we’ve covered all the bases in a leak-proof pipeline building process.

This infographic shows how we combine strategy, technology, creative and experience to engage your prospects and alert your reps with predetermined buying signals and behavioral triggers.

You can download the infographic at:

https://bostonturnergroup.com/nurturama-poster/

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Shocking Prospect Behavior Revealed

Are you tired of all those prospects sneaking around on your website without the courtesy to even fill out a landing page conversion form? What exactly are those anonymous visitors from domains like “sbcglobal” and “roadrunner” and “verizon” doing on your site? Who are these mysterious e-vagrants?

Our Nuturama process includes a new process that identifies prospects on your website even if they don’t fill out a prospecting form. Here is a taste of what our program can do to reveal your prospects’ hidden site-surfing secrets.

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