March 01, 2011

New Chart: Direct mail rated as an effective tactic by many B2B organizations

SUMMARY: Although inbound marketing tactics are growing in popularity, outbound marketing tactics are still key components to many successful B2B marketing plans.

In this week’s chart, find out how nearly 1,000 B2B marketers perceive the effectiveness of an old standby -- direct mail.
by Jen Doyle, Senior Research Analyst

The effectiveness of direct mail

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The vast majority of B2B organizations find direct mail to be either very effective or somewhat effective for their organization. This is likely a result of the various personalization and segmentation capabilities organizations executing this tactic now have, such as personalization for name, location and other data points and segmenting lists based on a number of criteria.

Organizations of all sizes found direct mail to be a very effective tactic. One-quarter of organizations with fewer than 100 employees viewed the use of direct mail in this light; 19% of mid-sized organizations and 21% of large organizations also considered direct mail to be a very effective tactic.

Organizations in the business services sector are the most likely to find direct mail very effective, with 34% of business services organizations assigning this rating. This may be an indication that organizations in the business services sector are also the most efficient in their execution of this tactic.

Only 13% of organizations in the business technology sector find direct mail to be a very effective marketing tactic. Many of these organizations need to communicate complex feature sets and capabilities to their target audience, which may not easily be achieved without causing confusion through a direct mail piece.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from the MarketingSherpa 2011 B2B Marketing Benchmark Report.

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