The Imperative for Enhanced Content Marketing in B2B Sales

Are you selling into the B2B market? Then you know that an increasing number of stakeholders are involved in the purchase process, and sellers face a more complex buyer's journey than ever before. How do you break through? Content marketing (and lots of it)!

Printed materials such as direct mail, newsletters, and multi-piece kits are well suited to selling into the B2B market. Once delivered, these pieces often remain visible for days, weeks, or even months during the various stages of the research and decision-making process. Printed pieces can also be easily shared between team members.

How Many in the Buying Journey?

There are often a lot of team members to share with! This is because B2B buying decisions are often made by a committee rather than a single individual. According to recent research,

·       41% of B2B purchases involve 1-3 people,

·       36% involve 4-6 people,

·       23% involve seven or more people.

Moreover, the roles of these decision-makers can vary significantly. Half (50%) are primary decision-makers, while the other half cover various functions: internal influencers or champions, researchers, technical buying influencers, and even end users. For content marketing, this means segmentation is critical. The same message you send to the primary decision maker will differ from the one you send to technical buying influencers or end users.

Target by the Buying Stage

Content must be targeted by the buying stage, as well. The average B2B buyer's timeline involves various stages, including conducting research, developing a list of potential vendors, collecting information on pricing, evaluating solutions, seeking input from peers and existing users, and consulting industry analysts and consultants. With such a multi-faceted process, businesses must tailor their content marketing efforts to address different stakeholders' diverse needs and preferences at each stage.

Techniques for knowing which team members are at what stage (and require different types of content) include engagement tracking, lead scoring, progressive profiling, and many phone calls! It takes time and persistence, but the payoff can be significant.

Need help deciding which content to send during which stage of the journey—and to whom? Let our business development experts help!

Source: DemandGen "B2B Buyer Survey Report" (2022)

Five USPS Tips for Foolproof Direct Mail

When creating successful direct mail campaigns, the U.S. Postal Service (USPS) is the ultimate expert. Here are five of its most helpful tips for creating foolproof direct mail campaigns:

1. Choose Your Format Carefully.

The format of your direct mail piece can significantly impact its effectiveness. Different formats, such as postcards, letters, catalogs, and dimensional mailers, offer unique advantages in visibility, customization, and storytelling capabilities. Choose a format that aligns with your campaign goals.

2. Details Matter.

Attention to detail is crucial in creating a direct mail campaign that resonates. Ensure your messaging is clear, concise, and targeted to the recipient's needs and preferences. Pay close attention to branding elements, including logos, colors, and imagery, to maintain consistency with your brand identity.

3. Consider Faux Stamps.

Incorporating faux stamps or personalized postage on your direct mail envelopes can add a touch of authenticity and personalization. Faux stamps create a sense of importance and intrigue, prompting recipients to pay closer attention to your mail piece.

4. Pick the Right Class.

The USPS offers a range of mailing classes, including First-Class Mail, Standard Mail, and Every Door Direct Mail, each with its own benefits and pricing structure. Consider factors such as budget, delivery timeline, and specific campaign requirements. First-Class Mail is ideal for time-sensitive communications or personalized mailings, for example, while Standard Mail may offer cost savings for larger volume mailings.

5. Add a Letter.

By including a letter alongside other promotional materials, such as brochures or product samples, you can provide additional context, address customer concerns, and guide recipients toward action. A well-crafted letter can establish credibility, build trust, and prompt recipients to respond, ultimately increasing the ROI of your direct mail campaign. A/B tests have shown an increase in ROI of 3:1 when a letter is included in a direct mail packet over sending a postcard alone.

By following these expert tips, you can create impactful, engaging, and results-driven direct mail campaigns that resonate with your target audience and get results!