B2B marketing can be tough. The sales cycles are long, and you may find yourself going back and forth with leads for a few months before closing a sale. Getting your message to your target audience is challenging. Today’s professionals are exceptionally busy and rarely have time to take an inbound sales call or dig through an email inbox. Paid search has become increasingly popular, but this competition has made SEM costly and harder to break into. Because of these challenges, many B2B marketers are relying on Direct Mail. Here are our top three reasons why direct mail is an effective B2B marketing tool.

1. Targeting Capabilities
One reason why both B2B and B2C marketers love direct mail is because of its targeting capabilities. Direct mail data lists are extremely accurate and can help you identify your target audience while excluding those who don’t meet your ideal buyer criteria. This precise targeting yields more leads and sales, and also saves you time and money. It spares you from wasting precious time chasing after unqualified leads, and it reduces your print and mailing costs since you’ll be sending mailers to a smaller group.

2. Ability to Save
One of the biggest weaknesses of SEM is that ads need to be clicked to be effective. There’s no way to ensure that the user will remember the ad, offer, or company if they don’t click on the search ad. With email, people can keep an email in their inbox, but the chances are incredibly high that it will get buried at the bottom and never seen again. Mailers, unlike search ads and emails, can be saved for later. This is a huge advantage because professionals can hold onto your ad until they’re ready to reach out to you. They can also easily give it to someone else who may be interested in your business. It’s harder to forget about a tangible mailer than a promo email or ad they saw on their browser.

3. Noninvasive
Perhaps the best part of direct mail is that it’s noninvasive. Remember, your target customers are constantly on the go. They don’t want their workday to be interrupted by a cold call; they don’t have time to search their inbox for an email. If your marketing disrupts their workday and slows down their productivity, they won’t want to work with you – no matter how amazing your offer may be. Direct mail is a great way to reach B2B buyers since mailers can be saved for later, it doesn’t require anyone to be on the phone, and isn’t disruptive. With direct mail, interested prospects can contact you on their own time. They’ll appreciate the convenience and be more likely to respond to you.

Still need some convincing that Direct Mail Works for B2Bs? Contact us today and we’ll tell you how we can help you boost your B2B marketing efforts.

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