Business to business marketing often seems that it
is get caught up in the details of direct
marketing instead of concentrating important things. The most important
things that should be concentrated by marketers are;
So, you should stop worrying about other unimportant
details and it is better that you should use gray or white paper for your B2B
direct mailer. The color of paper doesnt matter if you are sending your mail
to wrong people. For instance, if you are sending mails to graphic software to
chief financial officer or any other professional then no matter how good the
copy or offer is.
First, you need to determine your objective of direct mail marketing campaign for your
business to business direct mail
Following questions may help you to determine your
Do you want to generate
more sales leads?
Do you want to move
your prospects along the buying cycle?
Remember, your offer and message should support your
When you focus on your B2B direct marketing you should focus on important things such as,
coming results. The right list resulted in the best ROI overall. List the
people who are interesting in your business products and services.
Make an offer
Last but not least. Offer is the heart of direct mail marketing campaign. You
should make an offer that contains call-to-action technique. In business to
business direct marketing, you can
make an educational offer such as, how to guides, reports, articles, white
papers, case studies, buying guides and invitations, to getting people to
express interest and raise their hands.
Design an offer for each niche differently to appeal
different people at various stages. Dont offer to your target market a cool
offer such as an iPod, because this way you will definitely get highest
response rate. But, this response rate is from the people who are interested to
get iPod and not in your products and services.
You should include call to action words in your
message and tell your consumers what to do next. Successful B2B direct
marketers understand clearly that the success lies between list and offer. So,
always determine what is your objective in launching new direct marketing campaign? Then, design an effective list with catchy
offer. By doing so, you will definitely get much higher response in terms of
qualified sales leads.