Why B2B direct marketing works just as well as B2C

On July 25, 2017

Direct marketing for B2B isn't dead. In fact, it remains an effective tool for reaching potential clients, and in many ways it can help you stand out from the crowd. Here's why you should still be using direct marketing for your B2B campaigning.

You can reach a more refined audience

While social media campaigns are there for everyone to see, direct mail is far more targeted.

While social media campaigns are there for everyone to see, direct mail is far more targeted. You are sending your messages to a much smaller number of people, who you will hopefully have thought about and carefully defined before you sent out your direct mail. So, you won't waste time and money on campaigns that aren't reaching the right people. 

This is particularly important in B2B marketing. You can use it send to out an email or letter that is directly addressed to the CEO of the business you're trying to reach, or perhaps the head of buying. This means you'll be sure that your messages are going to the people who are in the best position to make decisions on whether they want to use your product or service.

If you can manage to get the phone number of the person you're targeting, you can always ring up a few days after they've received the letter to see whether they want any more information. The relationship building process is so much easier if you're contacting these people directly, and this is something that other marketing styles simply don't allow you to do.

Sending letters now has a novelty factor that will help you stand out.
Sending letters now has a novelty factor that will help you stand out.

The novelty factor

Social media and digitisation are the norm these days, not the exception. If you send a letter directly to the relevant person in a business, therefore, it'll create much more of a novelty factor than it might have done ten years ago. This will allow you to immediately grab your audience's attention more easily than a Facebook post, cold call or general advert ever could.

This is clear if we look at a report by the Direct Marketing Association, which found that direct mail achieves a 3.7 per cent response rate, while digital channels only achieve a 0.62 per cent response rate.

Are you thinking about using direct marketing for your B2B campaigns? The Prospect shop can offer you access to over 100 B2B marketing lists, and includes details on costs, selections and quantities. For more information, please contact us.

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