The modules of the Institute of Direct Marketing to be written and researched by Graham Jarvis, Editor of THE marketing leaders (TM)

If you think you can help with the following, please let him know. You can also help by providing research materials (e.g. whitepapers, recommend pertinent books, potential B2B case studies), agreeing to participate in an interview, or by recommending a B2B Marketing Leader to whom he could talk to gain more insight about what is happening in the B2B marketing space in terms of best practices.

This is a major project, requiring a lot of research and writing (up to 60,000 words in total), so please confirm your interest in helping Graham as soon as possible.

Module 10: Loyalty and Retention Marketing

• What is loyalty and what it is not
• Understanding the touchpoints and loyalty drivers in B2B marketing
• Moving from a sales-led organisation to preferred supplier status
• Setting up a basic retention programme; welcome, cross-sell, up-sell, reactivation, renewal
• Using LTVs to drive differentiated service propositions
• Using real-time data to customise/personalise websites and contact centre interactions
• Optimising the use of multiple channels (web, phone, mail, SMS, personal visits)
• Assessing the value and relevance of loyalty cards/club concept
• Exploring online opportunities to build brands and relationships
• Measuring the ROI and performance measures

The deadline for module 10 is 29th January 2007.

Further information

Please call Graham Jarvis on either +44 (0)20 8661 8965 or +44 (0)776 682 3644, Skype - gajarvis or email: editor@themarketingleaders.com