B2B Marketing Tips: Direct Mail

B2B Marketing Tips: Direct Mail:from Business 2 Community by Rohan Gandhi
Because of the human aspect of communications, marketing will always be an evolving discipline. What works during one campaign or one marketing season may not work the next, as the needs, preferences and behaviors of our audiences change. Technology also has a habit of disrupting the landscape on a continual basis to keep us on our toes.
As one example, B2B marketing has undergone a huge amount of change in the last decade, largely driven by technology. Because B2B purchases generally involve a more research than consumer purchases, the internet became the dominant place to reach potential buyers looking for solutions. As a result of this, some B2B marketers have dialed back their direct marketing programs in the last decade, allowing their web presence and email marketing programs to do most of the talking.
Human nature being what it is, this trend has given rise to an opportunity for marketers to stand out with direct mail campaigns. With the rest of the crowd focusing heavily on digital, and B2B buyers facing serious inbox overload, many marketers are finding that direct mail is “novel” once again and a great way to grab the attention of prospects.
The folks at Chief Marketer have just published some tips for B2B marketers on how to use direct mail marketing to stand out from the crowd and put your products and services in front of attentive buyers.
As the post points out, direct mail carries more weight – not just physically, but in terms of psychological impact – than electronic communications. For B2B prospects who are inundated with emails, direct mail is like a breath of fresh air, helping to make a strong, tangible connection to your brand.
Taking advantage of this opportunity doesn’t mean moving your entire marketing efforts to direct mail of course. The most effective strategy is one that combines the best of both worlds, using direct mail to grab attention and then link to your sales and digital marketing initiatives for conversation and conversion.
What Next
Pitney Bowes also provides the perfect tool to link your direct mail and digital marketing through QR codes. Sign up for a free trial of pbSmart™ Codes and use them in your next direct mail campaign!
What about you? Have you used direct mail as part of your B2B marketing programs? What has worked well for you? Please share your thoughts below!