Survey: Most B2B Marketing Campaigns Need An Upgrade

Are there certain aspects of your marketing program that could be better? You bet — even the best of the best can get better.

And, according to a recent online survey, B2B marketers have “plenty of room for improvement” when it comes to making their direct marketing campaigns more effective.

The survey – conducted by marketing communications agency Godfrey – found that while 80 percent of B2B marketers maintain a sales lead or inquiry database, only 55 percent use it regularly for direct marketing.

What’s more (or less in this case) is that only 40 percent regularly engage those in their database via email and/or newsletter.

The survey results help amplify the importance of not only engaging prospects early before they’re ready to buy, but also nurturing the relationship throughout the process with regular contact.
New-age direct marketing is “a direct communications roadmap of continuous cultivation that provides more targeted information and leads prospects to the point where the sales channel can take over,” said Lynne DeMers, strategic direct marketing team leader at Godfrey.

Clearly, a more advanced and sophisticated strategy is required in marketing these days – ideally a multi channel approach that incorporates both online and offline communication while capitalizing on the growing “touch points” offered by Web 2.0 technologies.

Speaking to the customer – and speaking the customer’s language – through sharply targeted campaigns will create a more positive, lasting impact with prospects. And, done effectively, this approach will deliver much greater results than traditional mass marketing methods, where a two percent response rate is considered successful.