We're in the Digital Age, and marketers and marketing today rely heavily on digital channels to reach prospects and customers.
At Sagefrog, we make B2B direct mail marketing powerful and painless, handling the details from production and mailing to tracking and analysis. B2B direct marketing is also a staple of account-based marketing tactics, with the ability to reach and convert key leads that will elevate your company’s success. B2B Direct Marketing Strategy. Fostering B2B leads through direct mail campaigns can accelerate the growth of your business. According to research conducted by the DMA, direct mail marketing performs better than many other mediums. However, this is only true when it is done the right way. Follow these B2B direct mail marketing tips, and you’ll be reaping the benefits in no time. Call US Data Corporation at (888) 578-3282 to get started on your B2B direct mail campaign today. Advertise with Mail Target Your Marketing Campaigns. Choose your audience and connect. Use the free Every Door Direct Mail ® (EDDM ®) mail route mapping tool to target addresses in specific areas, whether you're sending small business advertisements or large corporate mailings. Save money on marketing campaigns.
But are digital channels alone enough to achieve the goals of B2B marketing and sales teams—to reach, engage, convince, and convert prospects into buyers?
In B2B marketing, and particularly in account-based marketing, offline engagement tactics—such as personalized B2B direct mail—can complement digital efforts, helping marketers and sales reps alike to reach and make an impression on potential buyers, and do so in a way that can differentiate sellers from their competition.
When, post-pandemic, businesses reopen their offices, B2B organizations would do well to give direct mail a serious look.
'Just sending one introduction brochure to help kick-off an outbound sequence can create a more trustworthy connection than any digital channel [alone] could yield,' writes Erik Kostelnik of offline automation platform Postal.io. 'Physical advertisements triggering a more emotional part of our brain associated with longer-lasting impressions, leading to higher brand recall.'
Check out the following infographic for more reasons you might consider using offline tactics as part of your marketing and sales strategies:
Marketers leverage a ton of tactics to reach their targeted audiences. Especially when trying to reach key business decision-makers or influencers! Cue the barrage of repeat emails, calls, texts, and connection requests via LinkedIn. Can you hear the crickets chirping?
So, when is the ideal time to use direct mail in the sales prospecting journey? Right away and often before anything else!
Wait a minute. Shouldn’t I wait until my target audience is further down the funnel? Or when they haven’t responded to my other outreach requests? It’s a nice thought and it’s not wrong, in fact, its what most B2B marketers are doing. Yet, is it the best time in an account-based marketing or B2B marketing approach?
Well, let’s think of the first fundamental problem you’re trying to solve for as a marketer. Attention matters above all else, right? If you don’t have it, all your time, energy and efforts into other approaches is a complete waste.
Direct mail is one of the most effective channels for B2B marketers. So, for marketers, does it make sense to delay this approach to when nothing else is working?
Losing Focus on Leveraging Direct Mail
Often, marketers rely on the quick to market marketing approaches and tactics. Or the MVP (minimum viable product) approach.
Now, I’m not saying that using the MVP or quick to market strategy is a bad thing. It’s a way to act fast and test the validity of your assumptions. Which is good. But, is this your primary thinking when employing your ABM or B2B outreach strategy? If so, you may have the tendency to delay direct mail efforts due to effort it takes to get it right.
It’s true, direct mail is an investment of time and resources to do it right. But when done correctly, it often yields higher results over other mediums and approaches. It also provides you with a clearly defined way to track the attribution to a meeting or other call-to-action.
If you’re still not convinced, here’s three reasons why you should be taking direct mail seriously.
Direct Mail Works!
The landscape of direct mail marketing is like a chameleon. It adapts to an evolving climate of market trends. Although technology and innovation seemingly dominate our daily life, direct mail is still one of the most impactful means of engaging a target audience. In fact, direct mail makes receivers more motivated to respond to your offer over digital media.
Direct Mail Improves Your Marketing Efforts
via Discovery Channel
Direct mail has the highest success rate of reaching target audiences. Based on studies conducted, it equates to about 50% more opportunity over email, messages, social, etc. to make an impact.
When planning a direct mail campaign, focus on how to get your audience to open the mail-piece. Dimensional mailers are a sure-fire way to attract and captivate curiosity to open your mailer.
Direct Mail Marketing San Diego
Once you have the attention of your audience, your “foot is in the door” so to speak. It’s now the time to start gaining trust based on the messaging and the experience you deliver.
Given the investment to do it well, it allows you the ability to thoroughly refine your approach.
Direct marketing to account-based individuals, allows you to create a moment of truth with those who matter most. When you gain their attention, before their ready to buy or act, you’re positioning yourself above competitors who are vying for the same business.
Most of your competitors are tapping into digital marketing first, giving you the advantage. Marketers have flooded the channels of communication with spamming and incessant videos. When you see marketers going in the digital direction, it’s the best time to take the opposite path!
Imagine you are on the TV reality show, “Deadliest Catch.” You are on the boat heading to the open waters to crab. Do you want to go where other boats are already crabbing or do you want to find a honey hole that is full of crab with no boats in view?
To find those crabs you must rely on navigational and sonar equipment rather than other fishermen. You use the best sonar on the market, not a cheap one that only goes a few feet below the surface. This sonar may require an investment, but it yields a phenomenal return.
As a marketer, you want to use the right approach at the right time and place. You want that mailer to reach deep into their psyche to gain their full attention. It may not be crabs, but you will have a bite in one way or another!
The majority of marketers postpone engaging their audience with direct mail further down the funnel. Which means YOUR opportunity to capitalize on their mistake is great.
Direct Mail Advertising Companies