Optimizing B2B direct marketing programs in 2021


As a B2B marketer, you have seen how the circumstances of 2020 have increased the complexity of your direct marketing strategy and, therefore, its effectiveness.

Connecting with your business audience at their homes rather than their offices has encouraged marketers to reexamine their strategy and available tactics.

By using a data-driven approach to customer retention and developing engaging multi-channel experiences, you can optimize your B2B direct marketing program to increase conversions and customer retention in today’s market.

1. Activate your first party data

Most traders would agree that Data is the world’s most valuable resource. But the imminent disappearance of third-party cookies and growing desire for a more personalized shopping experience has caused many marketers to take a closer look at the customer insights and behavior metrics available in their own internal data sources.

A strong customer relationship management (CRM) program will not only give you a competitive advantage, but also allow you to develop more focused and personalized strategies that resonate with your audience and protect your investment.

Start the process by performing a full data audit to identify which variables are most relevant to your business and your sales strategy, and which ones might be missing. Then, prioritize filling out these fields in your contact records.

The COVID-19 era of remote working has prompted prospects to open the door and receive B2B direct marketing communications in their home offices. When working on creating complete profiles, include personal contact information, such as home address and personal email address.

Identity graphing and data adding technologies allow you to combine all of your online and offline data sources (such as social media accounts, e-commerce platforms, apps, and direct mail history. ) to find buyers across multiple devices and locations.

2. Think of retention as the new acquisition

Even when budgets are tight, you are still supposed to hit your income goal. Shifting your strategy from customer acquisition to customer retention can bring you higher returns for your marketing spend.

That said, maintaining loyalty in the unique circumstances of 2020 has proven to be more difficult than in the past. 80% of B2B buyers have changed supplier in the past year, Accenture search found– and the more buyers make purchases, the more likely they are to change seller. The same study reported that 21% of shoppers said they were dissatisfied with the lack of pricing and personalized offers.

So how do you ensure that your most loyal and satisfied customers are satisfied?

Personalization turns generic marketing into a meaningful connection and plays a central role in building satisfying relationships. More than half of the people say they feel connected to a brand when they feel that brand understands them and their desires.

Segment your CRM data to make sure your message is personalized and relevant to each of your customer groups by addressing their unique needs and issues, then direct them to another conversion on a relevant channel.

As for direct mail, 6 in 10 consumers say it’s more personal and trustworthy than other marketing channels, according to USPS Search. In addition, more than 40% of traders count on the subconscious influence of mail to build customer loyalty and repeat purchases.

Technological advancements and data advancements have continued to optimize the versatility and efficiency of print media in a digital world. Variable Print Data (VPD) allows you to apply your refreshed CRM data to create personalized emails by exchanging elements of your direct mail (such as text, colors, or images) from item to item. other without interrupting the printing process. This makes every piece relevant to every individual buyer on your mailing list, naturally. increase its impact.

Exclusive offers, personalized invitations and requests for comment can be triggered by a variety of events such as a stage in the buyer’s journey, website activity or periods of dormancy to generate interest and support. responsive purchasing commitment.

3. Create a multi-channel experience

B2B buyers are consumers too, so it’s realistic to assume that their business buying preferences may mirror those of their personal buying preferences.

A third of the people interviewed in a CMO Council study said they expect direct mail to be part of their ideal communications mix. Over 80% of marketers agree that including mail in their multi-channel mix has a positive impact on response rates and ROI, according to industrial research.

Include parcel post in your B2B direct marketing strategy, especially at a time when 33% of workers are at home, improve the overall customer experience and support the diverse preferences of online and offline shoppers.

Excessive content consumption has become a social norm, so it’s no surprise that a B2B shopper consumes an average of 13 pieces of content before making a purchase, as shown in recent studies. Determine how you can incorporate the natural benefit of direct mail storytelling into your sales process to lengthen interactions with prospects.

To encourage your prospects to delve into your article, use a variety of educational materials, such as product specifications and comparisons, reviews, and success stories. Incorporate interactive digital elements (QR codes or PURLs) into the package to link prospects to online video content, allow them to request product samples, or initiate the RFP process.

Use online intent signals to trigger retargeted submissions and deliver a smooth customer journey as search buyers engage with your organization across channels and platforms, bringing them naturally closer to the desired action.

* * *

The 2020 effect will continue to influence your B2B direct marketing strategy in 2021, and possibly for years to come. Maximize and activate your first-party data to provide a holistic view of your audience and competitive advantage, then use that information to create a relevant and personalized retention program and attract buyer preferences with an intentional multi-channel approach that makes it easier to do business with you, online and offline.

And, most importantly, stay agile by closely monitoring campaign performance and testing across multiple channels to improve results.

More B2B Direct Marketing Resources

A direct effect: direct mail + digital = better marketing results [Infographic]

Back to the basics of direct marketing

How Direct Mail Can Reduce Pandemic Marketing Clutter (And How To Get Those Valuable Home Addresses)


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