One of the most important things to understand about your B2B leads is that you’re talking about a situation where decision-making can literally take weeks – if not months – to execute. Because of this, drip marketing MUST become a cornerstone of your B2B direct mail marketing strategy. Rather than trying to speed up someone’s decision, you need to build time into your marketing strategy to finesse them – let them come to the right choice on their own terms.
Luckily, targeted mailing and marketing analytics have made this easier than ever. You just need to keep a few key things in mind.
Executing Your B2B Drip Direct Marketing Campaign
To start, you need to make sure you’ve identified the right B2B leads in the first place – which is where marketing analytics fueled by targeted mailing will absolutely come in handy. Carefully select your prospects based on who they are at a company and what authority they have to make sure your efforts are focused in the right direction in the first place.
Next, plan your schedule. Generally speaking, you’ll want to send out mailings roughly every three weeks to avoid diluting their individual impact. Plan to send between four and six pieces of collateral to make sure that you always stay at the top of someone’s mind.
Once you develop your creative theme and consistent creative approach (make sure that all of your collateral has a through-line so that each message segues directly into the next), select your formats. Again, don’t be afraid to get creative with things. Just because you’re talking about a B2B situation doesn’t mean collateral like plastic postcards won’t make an impact.
Be sure to include dynamic graphics and an innovative message to really make someone sit up and pay attention to what you have to say. Likewise, make sure that you’ve planned ALL of your campaign tactics at the outset. A direct drip marketing campaign isn’t something you can just make up as you go along. You need to know how it ends BEFORE it begins – only then will you be able to generate the impact you need when you need it the most.
If you’d like to find out more information about how to leverage a drip direct marketing campaign to your advantage, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t hesitate to contact us today.
