B2B Marketing Exchange - Direct Mail 2020: How To Win Big With Direct Mail In The Digital Age

Direct Mail 2020: How To Win Big With Direct Mail In The Digital Age

12/11/19 • 28 min

B2C brands have relied on direct mail for decades, but the trend is re-emerging in B2B in new and exciting ways. Brands across industry verticals are incorporating direct mail into their marketing and sales strategies, especially in their account-based marketing (ABM) efforts. But what are the keys to success for this medium? During this in-depth discussion, a panel of experts delve into real-life examples of how they have used direct mail to create personalized and immersive campaign experiences that help establish long-term buyer relationships.

Panelists include:

Bailey Roberts, Conga
Daniel Lambert, Rev (formerly of CareCloud)
Brian Anderson, Demand Gen Report

Panelists include:

Bailey Roberts, Conga
Daniel Lambert, Rev (formerly of CareCloud)
Brian Anderson, Demand Gen Report

Previous Episode

How To Cut Through The Noise And Build Awareness w/ Jeremy Middleton

What does a high school physics and chemistry teacher know about marketing? Plenty, clearly. In his two first years at Pramata Corporation, Jeremy Middleton, Senior Director of Digital Marketing & Revenue Operations, helped the company focus less on the volume of website traffic and the quality of buyer interactions. With a focus on creating awareness and engagement around a new, incredibly niche category, Middleton and his team adopted an ABM strategy that encompassed the following phases:

Identified accounts and messaging;
Determined personas;
Re-engineered processes; and
Consolidated tools.

Next Episode

The Netflix Effect On B2B Buyer Engagement

Netflix hasn't just transformed the way we consume media...it's changed the way we expect to interact with all brands. Whether they're making a purchase for their homes or their businesses, your buyers expect seamless access to timely, relevant and compelling content. As a result, marketers must adapt their strategies, collaborating with content and demand gen colleagues to design programs and content pieces that support these new needs.

During this compelling panel conversation, Mark Bornstein of ON24, Nick Mann of Red Hat, and Lisa Kenney of Blackbaud (former), dig into the "Netflix Effect" and its affect on B2B audiences. They dig into:

How the pain points and expectations of their target buyers have changed;
How their approaches to content creation have evolved; and
The increasing role and impact of content experience.

In addition to compelling commentary on the state of content marketing, the panelists offer real-life examples of how they've adapted, including their challenges and results.