For business to business marketers, research shows that case studies and other product information materials often generate better results than promotional offers. However, a recent article at DM News reports that B2B marketers still lean on promotional offers for a majority of their marketing campaigns. The survey asked marketers about the tactics used in their best and worst direct marketing campaigns in the last year and a half, and discovered that “brand/product information such as case studies, pricing tools and other materials that explain a company’s product or service was employed in only 16 percent of the campaigns. Promotional offers, however, were used in 61 percent of the campaigns, many of them the worst-performing campaigns.”
The conductors of the survey suggest this result is symptomatic of business marketers’ tendency to mimic popular business-to-consumer tactics such as sweepstakes, contests, and gift cards — strategies which can end up “generating a significant number of unqualified leads,” “if marketers aren’t vigilant in the quality of their lists.”
As the research notes, for B2B marketers using highly promotional offers, “the list is more important than it ever was.” If your marketing campaigns utilize a promotional call to action, you need to make sure you’re using highly targeted business mailing lists. As you should already know, Martin Worldwide has over 12 years of experience in offering business sales leads, which is one of the reasons we are the #1 Business List Provider in the nation. Visit our main site to discover how we can help maximize the ROI of your business to business marketing campaigns.
