B2B Marketing Blog

The 5 Types Of Direct Mail Campaigns In B2B Marketing

By Dave Rigotti
Nov 9, 2017
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B2B direct mail seems to be the hottest marketing channel this year. Direct mail has been effective at Bizible and I suspect it will continue to be effective for a long time coming.

In this post, we’ll explore why it’s so popular and how to take advantage of direct mail to increase marketing alignment with sales and more importantly, close more revenue.

5 types of direct mail plays.jpg

Why is B2B Direct Mail so Effective?

First of all, it stands out and makes a great impression. In the world of cold emails and auto-dialers, direct mail shows a high level of commitment (financially) and breaks through the noise. In other words, it gets noticed more than other marketing tactics.

Second, it scales linearly instead of with diminishing return like ads. In other words, the cost per box is the same as you send more, but for ads the next click costs more than the last one.

Finally, it aligns marketing with sales. Sales teams love direct mail. They see how it benefits them more than some other marketing channels and it’s much easier to integrate into sales stages and processes.

Why is Direct Mail Gaining Popularity?

In addition to being an effective marketing channel, it’s getting more popular because of increased interest in account-based marketing (ABM) and technologies like PFL that help marketers (including us at Bizible) scale direct mail.

Having a service and technology for direct mail has been crucially important at Bizible. Not only can you tap into existing expertise, but the technologies integrate deeply with Salesforce for automated sending, task follow up for sales, and simple tracking in attribution solutions like Bizible.

Marketing attribution helps us measure the effectiveness of running ads, sending direct mail, and follow up outreach by sales teams all in one attribution model.

Another added benefit is that services like PFL provide better economies of scale for assembling and sending boxes. Internally, we wouldn’t be able to do this cost efficiently.

Five Ways to Take Advantage of Direct Mail

After a few years of experimentation and deep discussions with other marketing leaders, I’ve learned there are 5 distinct direct mail “plays”  and campaigns to execute. They are awareness, appointment, shareable, closer, and advocacy plays.

Awareness mailers are designed to make a positive first impression. The call to action is light (if it exists at all). Think of this as a billboard or TV ad. For example, we’re sending printed versions of our Fast CMO magazine.

Appointment mailers, or sometimes called “meeting makers,” are the bread and butter of direct mail. These have strong call-to-actions, often times come with an incentive, and are used to convert warmer leads into opportunities. We’re sending chocolates along with an Amazon gift card.

Shareable mailers are designed to get more people involved in the deal and help you grow the number of champions at the receiving company. This can be something simple like a box of cupcakes or something clever like a popcorn machine for their office.

Closer mailers, or sometimes called “clutter busters,” are sent to the decision maker of the deal. Closer mailers can also be used to help accounts and opportunities that have stalled. These are highly branded and personalized. It can be something physical like a bottle of wine with a Forrester report on your product, or an experience like tickets to join you in a suite at a sporting event.

Advocacy mailers are for new customers. They are designed to help turn customers into advocates who spread your brand both internally at their companies and externally to others. We’re sending branded boxes with branded swag, a custom letter, and handouts for the champion to share with the rest of the marketing team.

Conclusion

If you haven’t experimented with direct mail or account-based marketing before, here are some additional resources:

Now is the perfect time to scale your efforts with direct mail and ABM. Bizible supports performance measurement every step of the way, whether you want to measure marketing influence and or marketing driven pipeline and revenue.

2016 ABM Metrics Report  Get great insights on account-based marketing, including data on success  metrics and challenges  Download Now

Topics: account based marketing, account based demand

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