How to Convert More of Your Tentative Prospects with Highly Targeted, Personal Emails.

Publication: B2Bmarketing Biz

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COPYRIGHT 2004 MarketingSherpa, Inc.

CHALLENGE: Like many business-to-business marketers, Renato Beninatto of Common Sense Advisory has a very limited universe of prospects. In fact, his entire potential marketplace is executives at no more than 3,000 companies worldwide.

Plus, although at $1500 a head his workshop is priced in line with other two-day business seminars, executives in his marketplace are extremely tight both with their budgets and their time.

When Beninatto and his partners launched their company 18 months ago, they "covered all industry channels" with a comprehensive ongoing PR program, to grow their brand name recognition and opt-in email list, including: - Writing articles and columns in industry magazines - Running space ads in the same magazines - Issuing a stream of regular press releases on company activities and in-house research findings - Joining local, national and international associations in the field and pro-actively participating in activities - Speaking at every related trade show

Pretty soon everybody had heard of...

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