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12. COORDINATE ONLINE AND OFFLINE STRATEGIES BeyondTheClick 115 views Recommendation 12 of 12 for Business Marketers Don't run e-newsletter advertising campaigns in a vacuum. Make sure your message points are consistent with the message po...
11. DON'T FORGET THE TOLL-FREE NUMBER BeyondTheClick 458 views Recommendation 11 of 12 for Business Marketers Include a toll-free phone number in your online advertisements whenever possible. CPA Insider advertisers who have shared ...
10. ALERT CUSTOMER SERVICE BeyondTheClick 56 views Recommendation 10 of 12 for Business Marketers Alert your Web staff and customer service departments to e-newsletter campaigns well before they launch. Make sure relevan...
9. THE RIGHT DURATION BeyondTheClick 80 views Recommendation 9 of 12 for Business Marketers The duration of a campaign should coincide with the sales cycle for a particular product or service. CPA Insider enewslette...
7. INTEGRATED AD PACKAGES BeyondTheClick 86 views Recommendation 7 of 12 for Business Marketers Recognize that well-crafted white papers, case studies and informational "sponsored editorial" will consistently outperform...
8. THE RIGHT FREQUENCY BeyondTheClick 54 views Recommendation 8 of 12 for Business Marketers Manage ad frequency carefully when targeting busy accounting and financial professionals online. One-shot "tests" and spora...
6. UNDERSTAND THE PURCHASING PROCESS BeyondTheClick 3,010 views Recommendation 6 of 12 for Business Marketers Recognize where online readers/visitors are in the purchase decision process. If your goal is initial brand awareness, then...
5. NO ACTORS OR SUPER-MODELS BeyondTheClick 148 views Recommendation 5 of 12 for Business Marketers Use images of believable professional-looking people (not models or actors). This will significantly improve banner ad reca...
4. CONSERVATIVE. BUT NOT BORING BeyondTheClick 29 views Recommendation 4 of 12 for Business Marketers Stress features and benefits in your ad creative that are easily understandable, believable, trustworthy and memorable. The...
3. FOCUS ON "VIEW THRU" BeyondTheClick 76 views Recommendation 3 of 12 for Business Marketers Optimize online advertising campaigns around the "view-through" phenomenon. Like most online consumers, accounting and fina...

About BEYOND THE CLICK: Secrets of B2B Newsletter Advertising

HOW TO MATCH MARKETING TACTICS
TO SALES CYCLES

Co-Produced by AICPA Media and Bay Street Group Research.

Prepared by
Hank Berkowitz, AICPA
Rick Telberg, Bay Street Group LLC

Created by

BeyondTheClick

Latest Activity

Dec 29, 2007

Date Joined

Dec 29, 2007

About this user

At a time when overall spending on U.S. advertising is growing at just low single-digit rates, online advertising is growing at more than 20 percent a year and is expected to grow at a compounded annual growth rate of nearly 15 percent1 through 2010.

Yet, for all the promise that online advertising holds -- and for its increasing share of business-to-business marketing budgets -- it is still widely misunderstood, particularly in the highly competitive accounting and finance channel. CPAs are the trusted gatekeepers for millions of corporate finance departments, small businesses and high net worth individuals. Yet they're highly elusive. Risk averse by nature, they're much less tolerant of the hard sell than attorneys, doctors, architects, insurance and other influential professionals.

In essence, marketers must learn to get their messages to (and through) CPAs more effectively and they must also do a better job of understanding the unique characteristics of sponsored electronic newsletters ("e-newsletters"), particularly those reaching influential, time-pressed professionals.

So, how do you sell effectively to influential professionals online who don't like to be sold to? That's the impetus behind this report prepared by AICPA Custom Media Solutions and Bay Street Group Research.

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