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How to make video work as an offer for every B2B marketing campaign

Whether you’re drumming up a lead generation program or building brand awareness, video should always be considered as a potentially strong offer!

At Verdi, we’ve found there are specific video offers that work best for different marketing campaigns such as lead generation, customer retention, and awareness/branding. Below are tips from Verdi experts that can help you choose the right video offer and optimize your B2B marketing campaign.

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Great offers in business-to-business direct marketing

What is the best offer in a B2B direct marketing program? Why should you care? How can you tell?

We’ll answer the second question first. You’ve heard the old saw, “In direct response marketing, list is responsible for 40% of the success, the offer is worth another 40%, and the creative comes in at 20%.” Those numbers are probably not true anymore, since they were developed as a result of millions of pieces of inexpensive direct mail testing by the publishing industry, who were responsible for most of the “junk” mail we used to receive years ago.

But the fact does remain, the offer is what makes people respond to a direct-marketing piece, be it electronic or something that goes through the US mail. In business to business marketing, or B2B as it is familiarly called, the offer is often information.

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Direct Marketing Testing Part 4: The Creative

This series explains The Verdi Group’s testing philosophy and provides important facts about testing in business-to-business direct marketing. Part Four is dedicated to testing your creative concept.

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Direct Marketing Testing Part 3: The Offer

This series explains The Verdi Group’s testing philosophy and provides important facts about testing in business-to-business direct marketing. Part Three is dedicated to testing your offer.

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Direct Marketing Testing Part 1: Why Test in B2B Direct Marketing

This series explains The Verdi Group’s testing philosophy and provides important facts about testing in business-to-business direct marketing. Part One explains why it’s vitally important to test and explains how testing helps achieve marketing goals.

Testing can be an intimidating word in the world of direct marketing. However, you can look at testing in one of two ways: It’s either a pass/fail exercise or a learning exercise that can improve future outcomes.

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