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…
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