How did Connect Direct come to be?
Connect Direct was founded in 1990 by company president Howard J. Sewell as a freelance
consultancy specializing in demand generation for high technology companies. Though we've
retained that same focus, we've since grown to become a 20-person full-service
agency in two locations (Silicon Valley and Seattle) that services high-tech clients and other
clients nationwide. In 2007, we were named one of the "Top 100 Agencies" by B2B Magazine.
What services does Connect Direct provide?
As a full-service agency, Connect Direct develops, deploys, and
coordinates demand generation strategies end-to-end, from strategy
and creative to media, production, fulfillment, tracking and lead
distribution. A partial list of our services is below. Not all
clients require every service we provide, so if you're not sure if
we're the right option for you, call us. If we think another vendor
is a better fit, we're not shy about saying so.
- Program & campaign strategy
- Comprehensive program management
- Media planning, research, acquisition and placement
- Copywriting and design (including HTML)
- Printing & lettershop
- E-Mail broadcast
- Real-time, Web-based campaign tracking
- Automated lead scoring, qualification and nurturing
How do you engage with clients?
Client engagements vary from individual, project-based assignments
to broader, more long-term contracts involving multiple programs
over time. Most typically, clients come to Connect Direct with some
kind of sales or marketing objective, for example: "I need to
generate 500 sales leads in the next 60 days" or "I need to get
1,500 people to my user conference." We develop a custom demand generation
plan based on that objective and once approved, design
and execute the individual programs.
My ad agency says they "do direct." Why do I need another agency?
Lots of ad agencies and creative shops claim direct marketing or demand generation as part of their
repertoire. But successful demand generation is a lot more than a clever headline, a
pretty picture, or a print ad sent through the mail. Does your
agency have the expertise and experience to determine the optimal
combination of audience, offer, and creative? Probably not. That's
why, compared to most "general" agencies, we can generate better
results, and usually at a lower cost.
I work with a design agency that can create direct mail
and e-mail campaigns for me. Why should I use Connect Direct instead?
While design firms may know design, they're not likely to be demand generation
experts. Design is just one part, and a small part, of
what makes a campaign successful. While creative-oriented agencies
and freelance designers focus on how a campaign looks, we focus on
how it works.
It's great that Connect Direct's main office is in Silicon
Valley - but I'm not. Can you work with me anyway?
You bet we can. In addition to our satellite office in the Seattle
area, we regularly work with clients located throughout North America
(and even on other continents). Most of our client communication
is via the Internet, even with local clients, so location is rarely
an issue.
I'm not sure we're big enough to merit a full-service agency. Is there a typical
Connect Direct client?
A typical Connect Direct client tends to be a company or department
that doesn't have the bandwidth or the expertise to execute demand generation
in-house, but doesn't want to hassle with the expense and
commitments required of a big agency. We provide the same services
as much larger firms, but often at a fraction of the cost.
We're not a high-tech company, per se. Can you still help us?
We do have a particular expertise in marketing complex, technical products and
services, but we can just as easily bring that same experience to bear
whether your company is in retail, consumer products, financial services, or
any other industry where targeted, cost-effective marketing is a priority.
Will I have to spend hours explaining my technology to your creative
people?
No agency will know your product better than you do. But because
technology is our primary focus, and because the chances are good
we've already worked with another company in a similar market or
product space, you'll find we catch on very quickly. One of the
most frequent compliments about our creative staff is that they
"get it."
I manage my own demand generation projects, but occasionally I need
outside assistance with copy / creative. Can Connect Direct help me?
As a full-service agency, we prefer to take on projects that give
us control of all the critical elements in a campaign -
strategy, media, creative and production.
Frankly, we like to stand behind the results of our campaigns,
and without input into every facet of the program, we don't feel
you'll be benefiting from the full scope of our expertise. If you're
not sure whether you need a full-service agency, call us for a free
price quote (at no obligation, naturally). If you calculate the
true cost of your time, you may find outsourcing an entire campaign
to be more cost-effective than you thought.
I don't have the time or resources to set up our Web site so it captures leads and
tracks campaign response accurately. Can Connect Direct help?
Sure. Our campaign tracking system, Campaign
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,
includes real-time tracking reports (accessible 24/7 from any Web
browser), automatic forwarding of all leads to a designated e-mail
address, 24/7 password-protected download of contact data, and
seamless integration with your preferred SFA, CRM, or contact database solution.
If I need banner ads, shouldn't I find an agency that specializes only in online
marketing?
There are many good "online only" agencies out there. But like
design firms, interactive agencies often tend to focus on media
and creative (copy and design) to the exclusion of offer and the
other components vital to the success of your campaign.
Besides, why limit yourself? Sometimes a banner ad is the right
strategy, but there may be times when direct mail or a broadcast e-mail
campaign will better enable you to reach your precise target
audience. Since we're experts in both online and offline demand generation,
we've got you covered - and with us, you're more
likely to get the results you need.
I'm in a hurry. Can you meet my unreasonable but unavoidable deadline?
We'll recommend strategies that fit whatever constraints you
present - time, money, whatever. But we won't take on a project
unless we're convinced we can deliver. And guess what usually
happens when clients go elsewhere because they're promised faster
service? (Hint: we're working with many of them right now).
Okay, let's say you really are that good. Are you expensive?
We're competitively-priced. We're more expensive than freelance
talent, and a lot less costly than many larger agencies. Whatever
your options, few companies can generate results at a lower cost
per lead. Our focus is getting you the highest possible return on
your marketing dollar - and we don't hesitate to recommend
cost-saving strategies for our clients.
What's a good next step?
If you have a specific objective in mind (generate leads, increase
Web traffic, etc.), call or e-mail us and we'll price out a rough
plan to help you reach those objectives in the most cost-effective
manner possible. Or, if you already have a specific campaign in
the works, contact us for a free price quote. We can usually have
a proposal to you in less than 48 hours.
I still have questions!
If you want to find out more about us, ask other questions, or
schedule an in-person consultation, please contact our business development director,
Peter Gum, at your convenience.
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