Direct Mail: B2B Marketing’s Comeback Kid

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Rocky Balboa. The 1980 U.S. Olympic Hockey Team. Direct mail. What do these 3 have in common? All are the center of a compelling comeback story. 

Let’s take a moment to look back at the past few years in B2B...

As the buzz around ABM grew louder, marketers were tasked with finding unique ways to grab the attention of their target accounts. While personalized emails, web ads and social campaigns have their space in the marketing ecosystem, more drastic measures were needed to make real connections.  

You know that exciting feeling you got as a kid when you got a letter in the mail? That’s the feeling marketers are trying to capitalize on when they send prospects direct mail. 

"Direct mail is not so much a tactic. It’s a part of an overall strategy,” said Daniel Lambert of, during a session at the 2019 B2B Sales & Marketing Exchange.

This #B2BSMX session is the focus of this week’s episode of the B2B Marketing Exchange PodcastDuring the in-depth discussion, a panel of experts  including Daniel, Bailey Roberts of Conga and Brian Anderson of Demand Gen Report  delve into real-life examples of how they have used direct mail to create personalized and immersive campaign experiences that help establish long-term buyer relationships. 

Listen to the episode below to learn how to: 

  • Decide what to send to your targets;
  • Keep your sends personal and unique, not something they can get at your trade show booth; and
  • Scale your efforts.

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