Lead

For more in-depth marketing strategy help, check out these white papers and links:

All Resources
	Your expanding list universe: How to sell more even when you’re already mailing to everyone It is the objective of all sane businesses to grow – to bring in more money by selling more to the market. The trouble is, many markets have limited universes of potential customers.
	Offer strategy: The rules for getting it right Choosing the right offer for your company, your specific sales organization and your specific product isn’t as subjective as you might think. Like everything in direct/digital marketing, there are rules.
	10 things you should know to avoid direct response disaster Working toward a single objective will typically generate the highest response. For example, if the objective is to get people to register on your Web site, then focus on that objective and move all subsequent requests and sell-through offers to later communications.
	Six ways you can avoid business-to-business marketing irrelevance The cumulative effect of making a series of wrong decisions will render direct marketing impotent and, ultimately, irrelevant. Testing smart and testing often is just one way to stay on top of your game and avoid irrelevance in b-to-b marketing.
	Making the rules work: A briefing on Medicare marketing As the American marketplace ages, marketing Medicare programs becomes a thornier prospect. Medicare providers find themselves caught between the complex marketing guidelines set out by the Centers for Medicare and Medicaid Services (CMS) and marketing best practices.
	Making every word work harder: The high-performance copy checklist You have your list locked in, all your offers are compelling . . . and now it's time for copy to do its job. Don't let your program collapse with creative. Before you sign off on any piece, double-check the copy against this handy Hacker Group checklist.
	Evaluating marketing strategies This white paper will provide you with the methodology for determining which of two classic strategies is right for you and your selling situation. It will then give you the tools to prove your strategy is right — even before you execute your campaign.
	The PowerTest® Strategy Traditional testing methodology tells us to test only one thing at a time; always test head-to-head; and always test statistically valid samples. This is fine if you have plenty of time and can test in high volumes. If not, consider the PowerTest Strategy.
	The 10 commandments of business-to-business marketing Business-to-business marketers continue to shift considerable resources toward direct marketing, both online and offline. The rationale is a nearly universal mantra . . .

What makes good creative great? Here are some ideas to check out.

Creative Ideas
	Making the rules work: A briefing on Medicare marketing As the American marketplace ages, marketing Medicare programs becomes a thornier prospect. Medicare providers find themselves caught between the complex marketing guidelines set out by the Centers for Medicare and Medicaid Services (CMS) and marketing best practices.
	Making every word work harder: The high-performance copy checklist You have your list locked in, all your offers are compelling . . . and now it's time for copy to do its job. Don't let your program collapse with creative. Before you sign off on any piece, double-check the copy against this handy Hacker Group checklist.

Where to begin? With a smart, strategic take on your marketing goals. Start here.

Strategy
	Offer strategy: The rules for getting it right Choosing the right offer for your company, your specific sales organization and your specific product isn’t as subjective as you might think. Like everything in direct/digital marketing, there are rules.
	10 things you should know to avoid direct response disaster Working toward a single objective will typically generate the highest response. For example, if the objective is to get people to register on your Web site, then focus on that objective and move all subsequent requests and sell-through offers to later communications.
	Six ways you can avoid business-to-business marketing irrelevance The cumulative effect of making a series of wrong decisions will render direct marketing impotent and, ultimately, irrelevant. Testing smart and testing often is just one way to stay on top of your game and avoid irrelevance in b-to-b marketing.
	Evaluating marketing strategies This white paper will provide you with the methodology for determining which of two classic strategies is right for you and your selling situation. It will then give you the tools to prove your strategy is right — even before you execute your campaign.
	The PowerTest® Strategy Traditional testing methodology tells us to test only one thing at a time; always test head-to-head; and always test statistically valid samples. This is fine if you have plenty of time and can test in high volumes. If not, consider the PowerTest Strategy.

The right offer to the right audience is always a winning combination. Here are some great targeting ideas.

Targeting & Segmentation
	Your expanding list universe: How to sell more even when you’re already mailing to everyone It is the objective of all sane businesses to grow – to bring in more money by selling more to the market. The trouble is, many markets have limited universes of potential customers.
	Making the rules work: A briefing on Medicare marketing As the American marketplace ages, marketing Medicare programs becomes a thornier prospect. Medicare providers find themselves caught between the complex marketing guidelines set out by the Centers for Medicare and Medicaid Services (CMS) and marketing best practices.
	The 10 commandments of business-to-business marketing Business-to-business marketers continue to shift considerable resources toward direct marketing, both online and offline. The rationale is a nearly universal mantra . . .

For more in-depth marketing strategy help, check out these white papers and links:

All Resources
	Your expanding list universe: How to sell more even when you’re already mailing to everyone It is the objective of all sane businesses to grow – to bring in more money by selling more to the market. The trouble is, many markets have limited universes of potential customers.
	Offer strategy: The rules for getting it right Choosing the right offer for your company, your specific sales organization and your specific product isn’t as subjective as you might think. Like everything in direct/digital marketing, there are rules.
	10 things you should know to avoid direct response disaster Working toward a single objective will typically generate the highest response. For example, if the objective is to get people to register on your Web site, then focus on that objective and move all subsequent requests and sell-through offers to later communications.
	Six ways you can avoid business-to-business marketing irrelevance The cumulative effect of making a series of wrong decisions will render direct marketing impotent and, ultimately, irrelevant. Testing smart and testing often is just one way to stay on top of your game and avoid irrelevance in b-to-b marketing.
	Making the rules work: A briefing on Medicare marketing As the American marketplace ages, marketing Medicare programs becomes a thornier prospect. Medicare providers find themselves caught between the complex marketing guidelines set out by the Centers for Medicare and Medicaid Services (CMS) and marketing best practices.
	Making every word work harder: The high-performance copy checklist You have your list locked in, all your offers are compelling . . . and now it's time for copy to do its job. Don't let your program collapse with creative. Before you sign off on any piece, double-check the copy against this handy Hacker Group checklist.
	Evaluating marketing strategies This white paper will provide you with the methodology for determining which of two classic strategies is right for you and your selling situation. It will then give you the tools to prove your strategy is right — even before you execute your campaign.
	The PowerTest® Strategy Traditional testing methodology tells us to test only one thing at a time; always test head-to-head; and always test statistically valid samples. This is fine if you have plenty of time and can test in high volumes. If not, consider the PowerTest Strategy.
	The 10 commandments of business-to-business marketing Business-to-business marketers continue to shift considerable resources toward direct marketing, both online and offline. The rationale is a nearly universal mantra . . .

What makes good creative great? Here are some ideas to check out.

Creative Ideas
	Making the rules work: A briefing on Medicare marketing As the American marketplace ages, marketing Medicare programs becomes a thornier prospect. Medicare providers find themselves caught between the complex marketing guidelines set out by the Centers for Medicare and Medicaid Services (CMS) and marketing best practices.
	Making every word work harder: The high-performance copy checklist You have your list locked in, all your offers are compelling . . . and now it's time for copy to do its job. Don't let your program collapse with creative. Before you sign off on any piece, double-check the copy against this handy Hacker Group checklist.

Where to begin? With a smart, strategic take on your marketing goals. Start here.

Strategy
	Offer strategy: The rules for getting it right Choosing the right offer for your company, your specific sales organization and your specific product isn’t as subjective as you might think. Like everything in direct/digital marketing, there are rules.
	10 things you should know to avoid direct response disaster Working toward a single objective will typically generate the highest response. For example, if the objective is to get people to register on your Web site, then focus on that objective and move all subsequent requests and sell-through offers to later communications.
	Six ways you can avoid business-to-business marketing irrelevance The cumulative effect of making a series of wrong decisions will render direct marketing impotent and, ultimately, irrelevant. Testing smart and testing often is just one way to stay on top of your game and avoid irrelevance in b-to-b marketing.
	Evaluating marketing strategies This white paper will provide you with the methodology for determining which of two classic strategies is right for you and your selling situation. It will then give you the tools to prove your strategy is right — even before you execute your campaign.
	The PowerTest® Strategy Traditional testing methodology tells us to test only one thing at a time; always test head-to-head; and always test statistically valid samples. This is fine if you have plenty of time and can test in high volumes. If not, consider the PowerTest Strategy.

The right offer to the right audience is always a winning combination. Here are some great targeting ideas.

Targeting & Segmentation
	Your expanding list universe: How to sell more even when you’re already mailing to everyone It is the objective of all sane businesses to grow – to bring in more money by selling more to the market. The trouble is, many markets have limited universes of potential customers.
	Making the rules work: A briefing on Medicare marketing As the American marketplace ages, marketing Medicare programs becomes a thornier prospect. Medicare providers find themselves caught between the complex marketing guidelines set out by the Centers for Medicare and Medicaid Services (CMS) and marketing best practices.
	The 10 commandments of business-to-business marketing Business-to-business marketers continue to shift considerable resources toward direct marketing, both online and offline. The rationale is a nearly universal mantra . . .