04/29/2019 Spring has sprung. You can feel it in the air. It’s the season of rebirth and renewal. Out with old and in with the new, right?
sometimes, it’s actually the other way around. Some of the latest
trends in B2B marketing today have actually been in use since anyone can
remember, but had gotten sidelined and are now seeing a strong
renaissance. We’ll take a look at six of these trends in this post.
I’d like to share a very interesting response from our Easter
influencer outreach, since I think it’s closely related to today’s topic
and worth mentioning here.
A couple of weeks ago, I went around asking marketing influencers:
you could bring back or revive a past trend, activity, or practice that
got lost in the Digital Age, what would it be and why?”
Jason Keath, CEO at Social Fresh Conference, gave a very insightful response, which I’ll point to below.
Anyway, here are six old-school trends making a comeback in B2B marketing today.
1. Direct MailI
remember back in the late aughts how a lot of folks in marketing
proclaimed that direct mail was dead, allegedly killed by email. Flash
forward several years later, and we see something very surprising.
only does direct mail continue to be alive and well, it’s actually
becoming a more important marketing channel, especially as people
continue to feel overwhelmed with the amount of email and social media
messages they regularly get.
- 39% of B2B companies now use direct mail, a percentage which is expected to grow.
- Response rates for direct mail are, on average, 10 to 30 times higher than that of digital.
- 60% of direct mail recipients were influenced to visit a website.
- Direct mail is more effective at generating brand recall and driving a purchase.
is direct mail now making a comeback? A lot of it boils down to
technology. It’s now easier to personalize and segment mailing campaigns
using CRM tools, while it’s also much simpler to track direct mail
campaign performance with analytics. 2.
rise and fall (and revival) of print marketing also mirror direct
mail’s trajectory. In 2007, snail mail catalogue deliveries peaked at 19.6 billion. In 2016, this dropped by more than 50% to 9.6 billion deliveries.
this looks alarming, savvy marketers actually see this drop as an
opportunity to leverage a less crowded channel. As digital content
continues its explosive growth, prospects also increasingly experience
Plus, with the help of today’s digital marketing tools and technology, print marketing wields a significant impact on buying behavior:
- 69% of consumers consult a printed catalogue before making an online purchase.
- Print marketing recipients view print materials for an average of 30 minutes.
- Catalogues drive an average of 2.5 purchases.
marketing initiatives like catalogues, postcards, and mailers are
crucial parts of multi-channel marketing programs. This is why I
completely agree with Jason Keath’s answer to our Easter-themed
influencer outreach question:
They are the Tweets of their day. Short letters that are easy to
compose and send. But they can mean so much for sending your love to
friends and family while you travel.
mail we receive today is so full of junk. It’s nice to see a letter or a
postcard from someone who took the time to write something down, but a
stamp, and send you some old fashioned snail mail.”
In fact, 50% of postcard recipients say that postcard marketing makes them feel more valued and creates a more authentic relationship. 3.
so this isn’t exactly a past marketing trend, but it’s a very old
(think early 1900s) production format that’s gaining traction among
videos make sense because audiences are simply fed up with the
interruptive noise of auto-play videos. According to multiple
publishers, around 85% of Facebook video views take place on mute. Even Google Chrome has updated its settings to enable auto-play only for muted or soundless video ads.
you’re not yet making them part of your video content portfolio, silent
videos are definitely worth a try. To make the most of soundless
videos, apply best practices like powerful visual messaging and closed captioning.
Related: 5 Expert Tips and Predictions for Video Marketing in 2019 4. Cold Emails
just a few short years after direct mail had been declared dead, some
marketers also said the same thing about email. This has been thoroughly
debunked countless times, but still continues to pop up time and again.
emails, in particular, bore the brunt of this email-is-dead onslaught
that, until recently, most sources simply advised against sending out
cold emails altogether.
The fact is, cold emails are an essential element of the entire B2B marketing process. That’s because:
- They help you reach decision makers where they actually spend most of their time—their inbox.
- Cold emails are one-on-one, targeted, and personalized—which are qualities you don’t easily find in other digital channels.
- They enable you to improve both quantity and quality of touches.
It’s these things that make cold emails an indispensable tactic in trending marketing strategies like ABM.
This visual guide reveals the 15 best-kept B2B email secrets to win prospects’ hearts 5. Phone Outreach
the dawn of digital marketing, outbound telemarketing hasn’t really
enjoyed a stellar reputation. Together with traditional channels like
direct mail and print marketing, it was one of the first marketing
tactics to be labeled “obsolete” by naysayers.
In recent years, however, more and more marketers are starting to embrace phone outreach and its new role in the multi-channel marketing mix. Telemarketing enables a two-way conversation between people, which is what you need to:
- Collecting sales intelligence and profiling prospects
- Nurturing and qualifying leads
- Reinforcing and responding to touches made in other channels
- Converting leads and closing deals
think phone outreach will always have a place in marketing. You can
track or message prospects all day but, when it’s all said and done, you
still need to pick up the phone and talk to a person.
Get your FREE ABM Telemarketing Scripts for Cold-calling Key Prospects.
6. Marketing’s CX Role
a more strategic level, the marketing trend that’s also seeing a
resurgence is our role as marketers in driving customer experience (CX).
Forrester calls this the “B2B Marketing Renaissance”, and it’s something to smile about.
too long now, we marketers have taken almost a hands-off approach at
CX. We’ve traditionally had very little interaction with customers that
marketing teams have nearly zero impact on the CX process.
Now that buyers are following a self-directed, nonlinear path to purchase, marketers are becoming more involved in the revenue generation process and the customer life cycle.
no longer just suppliers of leads. We’re now sources of revenue and
customer advocacy. That’s a change I’m really looking forward to.
Conclusion:These are “old” trends that are making a comeback. If you ask me, I think these are all welcomed changes. It’s about time.
I hope you had a great Easter!This article is originally published at
The Savvy Marketer.
About This Author
If your company wants to grow, Callbox B2B lead generation and appointment setting solutions is right for you.Founded in 2004, Callbox is the largest provider of Multi-Touch Multi-Channel Marketing solutions for businesses and organizations worldwide. Its core competencies include Lead Generation, A…
Read More »
More Articles From This Author
How to Set Sales Appointments with IT Security Prospects
matter what the industry is, setting up an appointment remains to be
one of the most challenging tasks for salespeople. But no matter how
difficult this task is, you need to increase your success rate, or you
will run out of sales pipelines. Any successful appointment setting ef... Read More »
5 Most-watched Marketing Shorts From Callbox’s Video Playlist
at Callbox we always strive to provide you with the best content from
B2B marketing strategies to lead generation and everything in between.
With multi-channel marketing
being the top marketing approach in our times, we make sure our blogs
address relevant issues to your business as w... Read More »
Get More Telecom Leads with Multi-Channel Marketing
Recent market stats
show that competition in the telecom industry is rising in 2018. This
is due to numerous innovations and disruptions that are pushing players
big and small to seek a position in their respective niches.The
challenges brought about by big data and cable’s venture into th... Read More »
6 Growth Hacking Tactics Every IT Security Company Must Exploit
There are plenty of lead generation
strategies out there, but the most important part of all of this is
creating a strategy that will take advantage of multiple channels of
acquisition when it comes down to it. In this article, we will be
discussing lead generation strategies for IT security... Read More »
Industry Insights: How to Influence Today’s B2B FinTech Buyers
FinTech continues to see double-digit expansion,
and much of the market’s growth now comes from B2B FinTech.
Opportunities in payment platforms, SME lending solutions, and
SaaS-enabled back office tools have investors lining up behind
B2B-focused FinTech companies.That’s according to KPM... Read More »
5 Essential FinTech Marketing Strategy Tips and Why They Work
It’s official: FinTech has reached early mass adoption. Consumers are
now making check deposits and rebalancing their portfolio on their
morning commute, and businesses can now compare financing terms and
secure a loan in less than 24 hours without having to visit a bank. It’s
certainly... Read More »
4 Solid B2B Email Campaign Ideas to Market Cloud Solutions
Email is still pretty powerful and it
is a way of engaging your following whilst utilizing only a fairly
small number of resources. In this short article, we will be exploring
the different types of email marketing campaign examples for cloud solutions providers. Marketing to Both Current and... Read More »
5 Rubbish Reasons Not to Invest in Lead Generation
internet is filled with thousands of new content popping up each
second. One of the most popular types of articles that crowd over our
social media timelines are the ones that present you with a list of
reasons why you should do this or why you should use a certain product.
There are l... Read More »
How to Generate Leads Faster with this Proven Outbound Workflow
When I googled “how to generate leads” at time of writing, it returned around 560 million search results.That might sound like a lot, and it actually is. But a quick glance at the first few pages revealed that not much has been written about end-to-end, outbound lead generation strategies that u... Read More »
Everything You Need to Ask When Choosing a Lead Generation Company
So you’ve decided to outsource lead generation,
and you’re about to choose a marketing partner. This is probably one of
the most important choices you’ll ever make as a marketer. So, how can
you be sure you pick the right lead generation company?The
secret is knowing the right question... Read More »
7 Best Picks from Callbox’s Library for Your 2019 Summer Reading List
I can’t wait to pick up David Kushner’s newest book The Players Ball.
It tells the story of the bitter rivalry between two of the leading
figures during the worldwide web’s early days, which eventually shaped
the digital world as we know it today.More
interestingly, though, the book al... Read More »
[Free Download] ABM Telemarketing Scripts for Cold Calling Key Software Personas
If there’s one channel that checks all the boxes in ABM outreach, it’s targeted phone calls. Outbound touches drive ABM results in five crucial areas:Gathering insights that help tailor your approachBuilding and growing meaningful relationships with each stakeholderDelivering relevant content an... Read More »
In a Sea of Sameness, Here’s How IT Staffing Firms Can Stand Out
In my experience working with different IT staffing companies over the years, I’ve noticed an almost universal theme: they tend to rely on the same pitch.
To be clear, I’m not saying IT staffing firms have nothing unique to
offer. It’s just that finding ways to communicate a compelling UVP... Read More »
Why a DIY Lead Generation Can Kill Your Business
You can get almost any kind of
information on the Internet — from the most useless trivia to building a
house. For this reason, a lot of people embark on DIY projects although
the results are not always positive. Companies, too, are jumping into
the DIY route especially when it comes to le... Read More »
15 Best-Kept B2B Email Secrets to Win Prospects’ Hearts [INFOGRAPHIC]
Writing sales emils is probably not your idea of spending Valentine’s Day, but it doesn’t mean you can’t get into the loving spirit while preparing your drafts and templates. The next email you send out just might be what you need to move the sales process forward – if you put your heart int... Read More »
Multi-channel Customer Experience and How it Impacts your Lead Gen Strategy
A sales campaign involves hitting
different factors on different fronts. However, we have to realize that
in this day and age, the digital front is one area that you really have
to pay attention to.There
are a lot of things that you can deploy in order to boost your
multi-channel customer... Read More »
SaaS Market Trends for 2019 and How to Align Your Growth Strategy
The SaaS market is a highly competitive one. The question is no longer whether or not businesses are on-board SaaS to cut storage costs to significant values.Intuit data reveals 85% of small business owners plan to invest more in SaaS solutions that by 2020, SaaS will be the most disruptive technolo... Read More »
10 Lead Magnet Ideas to Grow Your Sales Pipeline
Lead Magnets are an excellent way to grow your email list without buying one. Besides, it’s unethical to buy or rent an email list and spam people. Don’t give in to the pressure of stealing email addresses to support your sales team.In this article, we discuss compelling lead magnet ideas you ca... Read More »
Industry Insights: The 5 Types of Buyers You Meet in Cloud Selling
The earliest known use of the term ‘Cloud’ to refer to off-premise computing and storage took place in a 1996 Compaq business plan. The document pretty much foresaw many of the things that would eventually make up early iterations of the Cloud.It accurately predicted how enterprise software woul... Read More »
Increase your Software Sales in 5 Easy Steps
You can bet your bottom dollar that software is still an important industry that’s driving innovations the world over. It’s the information age for crying out loud, and we have to recognize the fact that software will bring about major disruptions across other major industries, particularly fina... Read More »
5 Strong CTA Examples (with Solid CTRs and Conversions) to Learn From
Conversion rates occupy a vital spot in any marketing dashboard, but they’re by no means the end-all and be-all of marketing metrics. Every conversion is the end result of a series of actions that prospects need to complete.It’s these tiny, intermediate steps that ultimately determine whether so... Read More »
5 Essential FinTech Marketing Strategy Tips and Why They Work
It’s official: FinTech has reached early mass adoption. Consumers are now making check deposits and rebalancing their portfolio on their morning commute, and businesses can now compare financing terms and secure a loan in less than 24 hours without having to visit a bank. It’s certainly a great... Read More »
How to Make a Compelling Presentation For Your Software Product
Of all IT products, software is often considered to be a hard sell for a lot of startups. It all boils down to how they present their offers to interested B2B buyers.Making a good impression should always be the primary objective for software companies. If anything, going the right way in terms of m... Read More »
Understanding Multi-channel, Cross-channel and Omnichannel Marketing
Marketing is an essential element in business. It is also quite tricky because there’s not a one-size-fits-all formula. What more, it is quickly evolving, and the traditional approach is losing its effectiveness. Despite all these, three strategies stand out: omnichannel, multi-channel, and cross-... Read More »
The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind
There’s no denying it now. We’re not in Kansas anymore.The days when marketers took charge of the buyer’s purchase journey are long gone. Buyers now arrive at a purchase decision largely out of their own accord, with little to no direct involvement from marketing teams or sales reps. Buyers re... Read More »
4 Signs That You Badly Need a Lead Generation Team
Lead generation is simple. Just find leads and turn them into sales. Now, if the term “easier said than done” has a poster boy, it’s good old lead generation, hands down.Lead generation may be simple, but surely, it isn’t easy. Especially if only one or two people in an organization are task... Read More »