How Consumer Marketing = B2B Success

Did you know some of the same techniques that work in consumer direct mail marketing campaigns are also a hit in business-to-business (B2B) campaigns?

Consumer and B2B audiences are distinctly different, but some methods are surprisingly similar. What it boils down to is a) pinpointing your target; b) a compelling offer; and c) sending them effective, results-generating messages that are easy to reply to. Here are a few specific ways you can apply consumer direct mail marketing strategies to your B2B efforts:

• Get your list in order. Your list of current and former customers is the best place to start; these are professionals who’ve already experienced your products/services. But you still need to get that list updated and in ready-to-mail shape so you’re sending to a qualified rather than undeliverable audience.
• Turn features into benefits. The “what’s in it for me” principle applies to B2B and consumers alike. Potential buyers want to know how the features of your product/service will benefit them.
• Be professionally personal. Taking the time to personalize your B2B mailing will distinguish your efforts from other “business junk mail.” Simple techniques like using stamps versus bulk-mail and adding “requested information enclosed” to your envelope lets them know you mean business, too.
• Offer first, plain and simple. You usually have a bit of creative wiggle room with consumers, but B2B offers should be direct and upfront. Whether it’s a free consultation or 10% off their next order, tell them and build the rest of your message from there. Remember to make the contact or follow-up portion as easy as possible, too.
• Everyone loves a testimonial. A success story or customer testimonial goes along way in eliminating risk for potential business buyers and building trust in your product/service.

Want more ideas for helping your customers run more effective marketing campaigns? Check out these direct mail tips on our website, or contact us for more information and complimentary samples.