Article
The Secret Sauce of B2B Demand Generation: Direct Mail ...
saasmql.com
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
Why Not Many Companies are Investing in Direct Mail for Demand Generation? “In order to successfully run an integrated direct mail campaign you must manage multiple deliverables, assets, and a mix of digital and physical touches.” The SaaSMQL 7-Step Direct Mail Execution Model
2. Persona Research and Message Customization -Tailor messaging and offers to the specific roles within target accounts. Understanding the pain points and priorities of each persona (e.g., CTO vs. VP of Marketing) is essential to crafting resonant communications. At the end of the day, the direct mail is sent from a person to another person, so it must be focused on a particular pain point. “Start by creating the campaign theme, which should have a connection with your value proposition (example: "Don't gamble with your cybersecurity" or "Sit back and relax, while our platform does everything").” 4. Creative Design and Packaging - If you are looking to generate leads or opportunities, always send branded packages, not letters or flyers! It's very hard to ignore a large box that arrives at your desk, while flyers get mixed with the mail. We always recommend to custom brand the box both outside and inside, and add a clear headline on the cover. In our experience, the larger the box, the higher the response rate. We typically include a gift, a marketing one-pager, a letter from the person sending the box, and a clear call-to-action with a QR code that takes the prospect to a dedicated landing page.
Positioning Direct Mail Within a Broader ABM Strategy “Direct mail should not be viewed as a standalone tactic or a one-off initiative.” These are the main reason why the direct mail channel can generate significant results for B2B demand generation campaigns:
In Direct mail
3. Direct Mail Concept - Start by creating the campaign theme, which should have a connection with your value proposition (example: "Don't gamble with your cybersecurity" or "Sit back and relax, while our platform does everything"). The gift, design, and overall experience of "unboxing" your direct mail should reflect your campaign theme, which will be remembered by your prospects. “We typically include a gift, a marketing one-pager, a letter from the person sending the box, and a clear call-to-action with a QR code that takes the prospect to a dedicated landing page.” 5. Orchestration with Other Channels - The direct mail touch can be added as additional follow-up to leads generated from other sources. For example, some of our highest converting campaigns were designed to retarget tradeshow leads that didn't respond to follow-up, or webinar registrants (in some cases with a 40% conversion to meeting booked!). You can also add a direct mail shipment at the end of SDR outbound sequences, if prospects did not respond.
Why Not Many Companies are Investing in Direct Mail for Demand Generation? “You have to coordinate designing, printing, box kitting, storing, shipping, while at the same time orchestrate email follow-ups and retargeting.” The SaaSMQL 7-Step Direct Mail Execution Model
Positioning Direct Mail Within a Broader ABM Strategy “Instead, it functions as a valuable component within a multi-channel campaign strategy.” These are the main reason why the direct mail channel can generate significant results for B2B demand generation campaigns:
Positioning Direct Mail Within a Broader ABM Strategy “Direct mail should not be viewed as a standalone tactic or a one-off initiative.” These are the main reason why the direct mail channel can generate significant results for B2B demand generation campaigns: