Direct Marketing - Virtual | School of Marketing | ANA

Direct Marketing - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

Direct marketing – also known as direct response marketing – is a marketing discipline that marries the science of measurement with the art of creativity to drive a specific action (response) from a targeted group of individual consumers. Different from brand or product advertising via mass media channels, direct marketing uses customer and prospect data, segmentation, offer selection, creative strategy, testing, and analytics to motivate customers and prospects to action using various channels. Whether it is to open, click, share, comment, refer, buy, or any other desired response, a strong direct marketing campaign improves response outcomes and related ROI.

This workshop introduces the three key drivers of direct marketing communications essential for both B2B and B2C business: (1). the target audience, (2). the motivational offer (creative message and design), and (3). the testing and measurement strategies needed for optimal campaign decision-making. Attendees will learn how to think like a direct marketer and how direct response is structured differently from other communications disciplines. They will come away from the workshop with targeted strategies to improve their next direct response campaign(s).

Target Audience
This virtual workshop is ideal for B2B or B2C marketers whose communications need to drive a specific response, like a click, download, share, or purchase. It applies particularly to professionals in the areas of digital marketing, e-commerce, fundraising, lead generation, and customer relationship management (CRM).

Download the full benefits here


  • Setting the Stage (10min)
  • Introduction to Direct Marketing (20min)
  • Data Essentials (40min)
  • BREAK (10 min)
  • Offer Development (30min)
  • Creative Strategy (15min)
  • Response Enhancement (15min)
  • Testing and Measurement (30min)
  • Closing (10min)



when

Start: Tuesday, August 19, 2025 at 2:00pm

End: Tuesday, August 19, 2025 at 5:00pm

WHERE

Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration
Direct Marketing - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Nonmember $399

Instructors

trainer

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, specializing in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.

Ruth also teaches marketing at business schools in the U.S. and abroad. She has taught at Columbia and NYU Stern business schools in New York, and abroad at Hong Kong UST, Singapore Management University, Athens College, San Andres University (Buenos Aires), Jagiellonian University (Krakow) and Indian Institute of Management Bangalore.

Ruth has been a contributing writer at Martech, Biznology, CustomerThink and Business 2 Community, and a contributing writer at Ad Age and AdWeek. She co-hosts the Marketing Horizons and Marketing Legends podcasts. Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results. Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University. Learn more at www.ruthstevens.com.