Why Use Targeted Mailing Lists in B2B Marketing?
It’s a given, right? B2B companies depend on their relationships with other businesses.
This makes marketing a crucial focus. And while your company may leverage both conventional and digital marketing techniques, we recommend you prioritize targeted direct mail marketing.
Targeted mailing lists help B2B companies engage the most relevant prospects. Let’s talk about what that might look like.
Is B2B Targeted Direct Mail Marketing Effective?
In the business-to-business world, the purpose of targeted direct mail marketing is twofold. One goal is to generate leads, and another is to drive sales.
Throughout, the idea is to foster relationships—and ideally, lasting partnerships—with other businesses.
Say you’re an invoicing software company launching a new solution for hair and nail salons. By leveraging targeted direct mail marketing, you can target the salons that reflect your ideal customer profile. Instead of sending mailers to everyone, your team can elevate your messaging and get personal.
Strategies for Targeting Your Ideal B2B Audience
A successful B2B direct mail campaign involves more than sending an introductory postcard to every business in your area.
The following strategies will help you target the right companies:
- Analyze your customer base
By looking at the customers that already work with you, you can evaluate the types of companies—and company leaders—that enjoy your product or service. Be sure to consider factors like industry, business size, and job titles. Don’t forget to consider the pain-points your solution helps to solve.
- Engage relevant decision-makers
B2B marketers understand the need to target the right prospects. Engaging the appropriate decision-makers within each organization is just as critical. Business roles can change quickly, so you’ll need to filter executives by title. Note that you can create specific lists by role, from Board Member to CEO.
- Develop specialized lists
Segmenting your audience is key to engaging the businesses you want to reach. B2B companies should plan to leverage filters like annual revenue, Fortune 100 indicators, and franchise codes. Public vs. private indicators, and total number of employees, are additional filtering considerations.
Once you have these so-called ducks in a row, you can define your campaign goals. Think about what you want to achieve, whether it’s building brand awareness or generating leads. Your targeted lists will take care of the rest.
Learn More About B2B Direct Mail Marketing Funnels
The value of targeted B2B direct mail marketing is clear. But before you build those specialized lists, let’s review how to connect with prospects throughout the customer cycle.
Consider the following direct mail marketing funnels:
- Top of the funnel
With these prospects, you’re simply looking to build awareness. The companies you’re targeting here aren’t ready to make a decision.
- Middle of the funnel
The prospects in this targeted list are aware of the problems they need to solve. They might be open to building a relationship with you.
- Bottom of the funnel
This should be your smallest, most specialized list of B2B prospects—composed of leads who are ready to convert.
By leveraging each of these three funnels, you can properly segment your mailing lists and enjoy a great response. How does that sound?
Build Lasting Relationships with Targeted B2B Mailing Lists
When it comes to business-to-business marketing, companies need to define their ideal audience and reach the right decision-makers.
This is where specialized direct mail marketing comes in. At BuyLists.com, we help B2B clients focus on their long-term relationship building. With our seamless interface, real-time lead counts, and hundreds of filters, connecting with prospects has never been this easy.
Get started today, and order your targeted mailing lists for only $0.03 per address. Please contact us with questions or for more information.