Legitimate email marketing has dipped due to aggressive filtering and SPAM. As a result, B2B Marketers are increasing their direct mail budgets. Also, I've noticed a significant uptick inquiries for our B2B lead generation services.
Reaching Top Execs via Direct Mail
If you want to reach top executives, a simple letter with a #10 envelope can be just as powerful as flashy packaging or (expensive) 3-dimensional mailings. If you need a resource here's a decent book, The Power to Get In. It explains step-by-step how to write executive access letters (most people can skip the first 4 chapters).
Bad Data trashes ROI
I've found that most marketers do a great job on copy and design but they miss the most critical success factor... their list. According to published reports, more than 20% of contact information changes annually. That's a conservative estimate. In some cases, I've seen over 40% of CRM database information changes annually.
My past posts on data
Lead generation ROI depends on data quality
How do you update contact data?
How to Twist the Sales Team's Arm to Feed Your Marketing Database
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