In the world of B2B marketing, getting noticed is half the battle. With nearly every business scrolling through a digital-first landscape, it’s easy for brands to get lost in the noise. But what if your next standout campaign wasn’t just about showing up in a feed?
Here’s where a blended approach comes into play: B2B marketers are increasingly embracing social media alongside print and mail to craft unique, memorable customer experiences. For brands looking to differentiate, print can offer the tangibility, trust-building, and staying power that digital sometimes lacks. By integrating digital with print, you’re not just another post – you’re giving your customers a unique message to hold in their hands. Sounds good, right?
Let’s dig into how this approach can make your lead gen strategy stand out.
Why B2B Marketers Need a Multi-Channel Lead Gen Strategy
In CMI’s 2023 B2B Content Marketing Report, nearly 71% of marketers reported that content marketing had become more crucial to their organisation’s success in the past year. Yet, a common struggle remains: how do you meet prospects across different stages of the buyer’s journey without blending into the digital crowd?
Social media dominates the B2B space, with 96% of B2B marketers leveraging it for organic reach and 85% investing in paid distribution. However, it’s precisely because everyone’s there that standing out becomes a challenge. Print and mail offer an opportunity to break free from the digital deluge and give your audience something tangible, memorable, and altogether more credible.
Mapping the Buyer’s Journey with Print
A well-crafted lead gen strategy respects the stages of the buyer’s journey:
- Awareness
- Consideration
- Decision
Each stage needs tailored messaging, and – according to LinkedIn’s Ultimate Guide to B2B Content Strategy – understanding your audience, objectives, and competitors is foundational to all of your B2B content.
Here’s how integrating print can help:
- Awareness Stage: Direct mail that lands on a prospect’s desk can spark curiosity in ways a digital ad simply can’t.
- Consideration Stage: Targeted print materials can reinforce key brand messages while building credibility and trust.
- Decision Stage: Personalised print campaigns and direct mail can give prospects the final push toward conversion, delivering a physical reminder of your brand at the crucial moment.
Did You Know? Stats from JICMAIL show that recipients engage with mail multiple times. It’s trusted, credible, and more likely to be retained than a digital ad!
Personalised Outreach Powered by Data
Modern B2B marketing relies on data profiling to personalise interactions, and this is a game-changer for print. Tailored print messages can take data-driven insights to a new level, adding an impactful, tactile element that enhances relevance.
According to recent B2B lead generation trends, personalised outreach is a major driver of conversions. Digital data profiling, when coupled with printed direct mail, lets you deliver hyper-relevant messages right into the hands of decision-makers. Imagine the surprise and impact of a personalised mail piece landing directly on your prospect’s desk!
Differentiating at In-Person Events
With in-person events back in full swing, having a standout presence matters more than ever. Print materials, from brochures to direct mail invitations, can make a lasting impression on attendees before, during, and after events.
Consider this: Printed materials are more than just handouts – they’re tactile pieces of your brand. A thoughtfully designed brochure or follow-up piece of mail adds weight and credibility to your brand that digital impressions can’t match.
Lead Gen Strategy Tips and Takeaways
Ready to inject some creativity into your B2B lead generation? Here are proven strategies to keep your brand fresh and relevant across your print and digital channels:
- Leverage Omnichannel Marketing to Build Awareness
Omnichannel marketing allows your brand to be everywhere your customers are, creating a seamless journey from online to offline. According to recent insights, the most successful B2B marketers use multiple channels to amplify their reach. Combining social media, email, print, and in-person engagements gives your audience options to engage on their preferred platform.
Send a printed mailer after a prospect engages with your digital content, reinforcing your brand’s message with a tangible reminder.
- Experiment with Retargeting Print Campaigns
Data management tools give B2B marketers the power to pinpoint where leads are dropping off in the digital journey. Use this data to deploy a print follow-up. If a prospect visits your site but doesn’t convert, a targeted piece of mail can rekindle their interest – adding a personal touch that feels more intentional than an email.
Tailor print campaigns based on specific user behaviour. For instance, if someone viewed content about your services but didn’t take action, follow up with a brochure that digs deeper into your offerings.
- Drive Personalisation with Data Profiling
Data profiling empowers you to create campaigns that resonate on a personal level. Incorporate this with print to make an even bigger impact. Research shows that personalised mail is 30% more likely to be opened and read than generic mail, and the impression it leaves can be lasting.
For high-value leads, create custom print pieces with tailored messaging or showcase case studies specific to their industry.
- Create Event-Specific Print Materials
With the return of in-person events, B2B marketers have a golden opportunity to create lasting impressions. Printed materials like branded brochures, product catalogues, and even unique ‘leave-behind’ pieces (think custom note pads or high-quality business cards) can reinforce your brand’s presence.
Consider designing a series of limited-edition print materials for events – such as a Q&A guide with space for notes – to give attendees something to remember and hold onto post-event.
- Incorporate Data-Driven Direct Mail
Direct mail may seem old-school, but when it’s based on data, it can achieve high conversion rates. Because people tend to engage with direct mail multiple times, it’s a great way to build trust and familiarity. Use data insights to identify where a customer is in the journey, then tailor your message accordingly.
Pair QR codes or personalised URLs (PURLs) in your mailers to bridge the gap between physical mail and digital tracking.
Boost Your B2B Lead Gen Strategy with Tangible, Trust-Building Tactics
In today’s hyper-digital world, B2B marketers have more tools than ever, yet differentiation remains challenging. By integrating print with digital channels, marketers can enhance credibility, drive engagement, and deliver memorable customer experiences.
Are you ready to stand out? Let’s chat about how we can help transform your B2B lead gen strategy.
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