Learn how direct mail can help you cut through the digital noise, drive engagement, and boost your pipeline ROI.
As a b2b marketer, you know how hard it is to generate sales ready leads in today's crowded and competitive market. You have to compete with thousands of other messages, ads, and emails that your prospects receive every day. You have to deal with the challenges of AI and automation, which have made it easier for your competitors to reach your target audience, but also harder for you to stand out and get noticed.
Why Direct Mail Works in B2B
So how can you break through the clutter and reach your prospects with a message that resonates and motivates them to take action? The answer is direct mail.
Direct mail is not a new marketing tactic, but it is a powerful one. According to a study by the Data & Marketing Association, direct mail response rates are 10 times higher than email response rates. And according to a report by PFL, direct mail has a 20% higher motivation response than digital media.
Why is direct mail so effective? Because it is tangible, personal, and memorable. Unlike digital media, direct mail can't be ignored, deleted, or blocked. It has to be opened, touched, and read. It creates a physical connection with your prospects, and triggers an emotional response. It also shows that you care enough to invest in a personalized and creative way to reach them.
Incentivize Your Call to Action
Not all direct mail is created equal. You also need to have a clear and compelling call to action that drives your prospects to the next step in your sales funnel. And the best way to do that is to offer them an incentive.
An incentive is something that your prospects value, and that motivates them to respond to your direct mail. Whether it’s a thoughtful trinket or a gift card the key is to make your incentive aligned with your audience and commitment. For example, keychain or coffee gift card would align well with a quick survey, where a higher value gift like wine or a $50 amazon card would align with taking a sales call.
How to Combine Intent Data with Direct Mail
Another way to boost your direct mail results is to combine it with intent data. Intent data is the behavioral and contextual data that shows what your prospects are interested in, and where they are in their buyer's journey. It can help you identify your most qualified leads, and tailor your direct mail campaigns to their needs and preferences.
For example, you can use intent data to segment your prospects based on their industry, company size, job title, pain points, goals, challenges, and buying stage. You can then send them personalized and relevant direct mail pieces that address their specific interests and concerns, and offer them the best incentive for their situation. You can also use intent data to trigger your direct mail campaigns based on your prospects' online behavior, such as visiting your website, downloading your content, or engaging with your social media.
By combining intent data with direct mail, you can increase your response rates, engagement rates, and conversion rates. You can also reduce your cost per lead, and improve your pipeline ROI. According to a study by PFL and Demand Metric, b2b marketers who use intent data with direct mail see a 10x increase in pipeline ROI compared to those who don't.
Conclusion
Direct mail is a powerful way to generate sales ready leads in b2b. It can help you cut through the digital noise, drive engagement, and boost your pipeline ROI. But you need to do it right. You need to offer an incentive that motivates your prospects to take action, and you need to combine it with intent data that helps you target and personalize your campaigns. By doing so, you can create a direct mail strategy that delivers results.
