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How should B2B brands work offline channels like direct mail and out-of-home into their channel mix?

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3 Answers
Channel Mix
  1. Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    Direct mail is often forgotten but can have a major impact. One thing to keep in mind is that direct mail is expensive and higher-touch, meaning it reaches less people for more money (time and dollars) required per person. It's best fit for larger enterprise deals or for valuable customers. Make sure you're verifying addresses between LinkedIn locations and company database locations, and partnering with sales to actively engage recipients once the mailer arrives. This is usually a bottom of fun ...Read More

    445 Views
  2. Nash Haywood
    Nash Haywood

    Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 2y

    Offline channels are a good way to standout and diversify your marketing mix. I've found that direct mail is a great way to get started and can be core to an effective and personalized 1:1 or 1:few ABM strategy, especially if you have an interesting direct mail piece. Here's a blog post from Sendoso with a few dozen examples for direct mail ideas to add into your campaigns. Direct mail is much easier to tie to revenue within a typical demand gen organization. For OOH like billboards or street si ...Read More

    1,374 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

    This won't work for every B2B brand, but offline channels can absolutely function as complementary to digital tactics. Consider where your audience prefers to consume their information. Is there an impactful way to get their attention via an offline channel? Does the form of measurement offered help you tell the story of business impact? Here are some additional areas to consider: Does an offline campaign make sense for your target audience? How will you measure the impact? Can you effectively i ...Read More

    262 Views

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