Goodman Marketing Partners shares a variety of creative initiatives in B2B marketing over the years. Our best practices are established and proven again and again. Call or email me to brainstorm. Got a B2B problem? If we can\'t solve it -- it can\'t be solved. Period.

1. B2B Direct Marketing
A Case Study in Best Practices

2. Generating Lead Volume:
Tradeshows

3. Engagement with Tradeshow Attendees
Letter, sent to tradeshow attendees before show,
invites transportation engineers to visit Autodesk booth
to pick up free t‐shirt. Shirt was so popular, they ran out
of them in the first day of the show.

4. Engagement with Tradeshow Attendees
Postcard Front Postcard Back
Postcard was inserted in attendees bags at
architecture tradeshow. To “see” if they had
won a camera, attendee was required to stop
by Autodesk booth to get the 3D glasses. An
architectural drawing was revealed with a
“winners” or “sorry” message.

5. Engagement with Tradeshow Attendees
Postcard was inserted in attendees bags at Autodesk user
tradeshow. Recipients were invited to stop by the Subscription
booth (an upsell product) to pick up their free “idea pad” (small
notebook and pen). During the tradeshow, they could jot down
design ideas for a custom USB drive. Winners, selected at random,
had their prize produced.

6. Engagement with Tradeshow Attendees
Postcard was inserted in attendees bags
at Gilbane tradeshow. Recipients were
invited to stop by the Crown Peak
booth to see if their postcard could be
turned into cash. Invisible ink, seen only
with the help of a special “blue light”,
revealed the amount the attendee had
won.
Postcard Back
Postcard Front

7. Generating Lead Volume:
Webinars

8. Webinars that work
Webinar, repositioned to each target (end‐user,
manager, VP‐level), featured customer and
industry expert. Client acted as “sponsor” and
host only. invitation led to registration page
which asked 5 questions to help score leads for
follow up.
Results:
• 334 individual registrations from 215 unique
companies; 202 attendees.
• Webinar lasted 77 minutes; average attendee
lasted 61.9 minutes
• Lead scores ranged from a high of 2100 (out of
2100) to 600
• The average lead score among registrants was
1135
• Average score increased to 1167 among
attendees

9. Webinars that work
Webinar series, separated each of the unique benefits of the
software product, and used it as a featured topic for a webcast.
Results ranged from attendees of 150 – 325.

10. Webinars that work
Postcards, when combined with email invitations, increased
webinar attendance by nearly 30%.

11. Webinars that work
Online, rotating banners, combined with direct mail postcards, increased webinar attendance among
Public Works engineers.

12. Generating Lead Volume:
Online banners

13. Banner Ads Drive Inquiries
Online banners, placed on sites where water
design engineers congregate for information,
drove inquiries to Resource Page.

14. Banner Ads Drive Inquiries
Flash banner, placed on sites where IT professionals congregate for information, drove inquiries to
Resource Page or helped drive downloads of whitepapers (see next page for details).

15. Guaranteed Lead Programs
Fish where the fish are
With so much digital content now available, information aggregators
compile digital libraries and serve it to their audience as a download.
They require a user to register at their site, and that information is then
passed along to the content owner for lead follow‐up. Brands pay only
for leads that have downloaded their content.
• TechWeb, for example, owns the most respected and consumed
media brands in the business technology market including
InformationWeek, Interop, VoiceCon, Light Reading, Dark Reading,
Black Hat, and Web 2.0 Summit. Their 13.3 million global
community includes CIOs, senior‐level IT managers, developers,
communications service providers, and business executives from
small and mid‐sized organizations to global enterprises across all
vertical industries. They spend 202 million minutes a year on
TechWeb sites, 6.3 million subscribe to their newsletters, more
than 700,000 request and subscribe to their magazines, 400,000
participate in their web‐based events, and hundreds of thousands
attend their 180+ global live events.
A GLP program with TechWeb can guarantee leads of 125, 250, or 375
leads over 3 months, or 300 leads over 1 month. Brands pay only for the
leads generated.
Tandberg has posted various whitepapers to TechWeb and IT Toolbox
and has generated over 500 leads over the course of a few months.

16. Banner Ads Drive Inquiries
Online rotating banners, placed on sites where road design engineers congregate for information,
drove requests for product trials.

17. Generating Lead Volume:
Direct Mail

18. Direct Mail Starts An Engagement Process
Road engineers were mailed a series of posters in a “tube”. Letter provided multiple ways to get more
information: attend a webinar, order a trial of the product, visit a Resource Page, or order more
posters. Over 30% of cold prospects engaged in some way, starting the sales nurturing process.

19. Direct Mail Starts An Engagement Process
In‐demand posters, were fulfilled in a second tube mailing effort, that reinforced invitation to webinar.

20. Direct Mail Starts An Engagement Process
A series of direct mail pieces,
targeted at C‐level decision
makers, includes oversized
“teleportation pads”, life size
posters of colleagues, and socks
(to replace yours when they were
blown off by the ROI of the
product).

21. Direct Mail Starts An Engagement Process
One‐half of a two‐way radio was sent to
key C‐level decision makers at F500
companies to try and gain entrée for a
face‐to‐face meeting for Barclays Global
Investor sales executives. Nearly 40%
responded including executives who
advised that they could not accept the
gift, but still wanted a meeting.

22. Generating Lead Volume:
Online Resource Pages

23. Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline
the information gathering process while increasing lead volume.

24. Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline
the information gathering process while increasing lead volume.

25. Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline
the information gathering process while increasing lead volume.

26. Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline
the information gathering process while increasing lead volume.

27. Online Resource Pages
Organizing digital assets so targets can easily find exactly what they’re looking for, helps streamline
the information gathering process while increasing lead volume.

28. Online Resource Pages
Direct mail helps drive existing customers, with whom we do not have current email addresses, to new
resource page to continue the engagement process.

29. Relationship Building
Going beyond product sales

30. Training programs and course materials increase engagement

31. Collateral supports reseller sales force
Postcard template
provides reseller with
marketing upsell for
“Gold” technical
support

32. Customer Retention:
Engage early and often

33. Welcome kit
Hold the customer’s hand through
Letter the product registration process and
ensure they know how to access all
the benefits. Later, statistics prove
that those who set up and access
benefits, are most likely to renew or
upgrade.
Brochure
Label

34. Certification Programs
Offer classes, training, and certification to increase
engagement and reinforce value of product
knowledge.