In the course of putting together a marketing program for a client recently, I had the opportunity to call a colleague I had not worked with in many years. In our initial conversation I asked about her daughter (whose age I had forgotten). My colleague responded by saying, “She’s a senior in high school now and she knows everything.”
The daughter’s attitude, of course, comes from the limited experience of youth.
This attitude is evident in parts of the B2B marketing, too. A person who is new to the working world of marketing and in a position related to digital marketing, for example, completely rejects all other channels as dying or dead. Those immersed in social media think that outbound marketing is completely out of date and old-fashioned.
These individuals have not experienced the power of other marketing channels and therefore dismiss their viability. They aren’t exposed to B2B marketing efforts like these and, when they are, don’t believe what they see:
- On a direct mail marketing survey effort designed to generate B2B leads for a large corporation, the young members of the marketing staff were shocked that 74% of the direct mail responders mailed back the completed survey instead of taking it online.
- An ecommerce company that had been selling online exclusively for five years mailed their first printed catalog and were surprised that it delivered a 1.5% response rate. Those weren’t just leads, but sales.
- A B2B outbound marketing lead generation campaign sent out by a publisher generated a 3.1% response from direct mail and a .6% response from email making the same offer.
One of the important steps in building a solid marketing strategy is selecting which channels to test. Any B2B marketers putting their entire budget into a single medium must be one of those marketers who knows it all.