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B2B clients using direct marketing

by joe golfer
4 replies
I write white papers, case studies and the like for B2B tech clients. I'm curious if anyone works with B2B clients who regularly use direct marketing like long copy direct mail, long copy web sales letters, VSLs, etc.
#b2b #clients #copy #direct #long #mail
  • Profile picture of the author OutOfThisWord
    I do a lot of B2B post cards for lead gen. and last fall split test a post card vs. sales letter and post card out pulled.

    A lot of B2B is highly targeted and a simple post card works wonders as a recent campaign to only 5,000 prospects resulted in 80 visits to a website, 10 email opt-ins, 12 direct phone calls and two new clients totaling adding several million in annual revenue for the mailer.

    Savvy managers are always interested in anything that can help their biz do something faster, better and cheaper and if you can demonstrate you can do any of that, you'll get a lead.
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    • Profile picture of the author TakenAction
      Originally Posted by OutOfThisWord View Post

      I do a lot of B2B post cards for lead gen. and last fall split test a post card vs. sales letter and post card out pulled.

      A lot of B2B is highly targeted and a simple post card works wonders as a recent campaign to only 5,000 prospects resulted in 80 visits to a website, 10 email opt-ins, 12 direct phone calls and two new clients totaling adding several million in annual revenue for the mailer.

      Savvy managers are always interested in anything that can help their biz do something faster, better and cheaper and if you can demonstrate you can do any of that, you'll get a lead.
      My curiosity got the best of me, what service are you providing may I ask.
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      • Profile picture of the author OutOfThisWord
        This particular service is for chasing receivables for businesses due insurance reimbursements for services they provide.

        I did another in the U.K. last year that was for the software to allow restaurants to allow take out customers to order online.

        And I've done many others offering transcription services, cloud computing compliance, B2B seminars, specialized business attorneys, telecom equipment and service, sign making, - any client that I determined could make money with direct mail.

        Anytime you can work with a biz offering something that will generate large annual revenue and/or repeat biz, a tiny response rate will deliver an acceptable r.o.i.

        In fact, its a much easier place for a copywriter to operate than the 'next millionaire', 'miracle cure', 'instant weight loss', etc. - where often your client won't be in biz next year to give you more projects.
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  • Profile picture of the author 06blawton
    Originally Posted by joe golfer View Post

    I write white papers, case studies and the like for B2B tech clients. I'm curious if anyone works with B2B clients who regularly use direct marketing like long copy direct mail, long copy web sales letters, VSLs, etc.
    I do.

    Depends on the client and their goals, but long copy sales letters can work great for B2B. Selling is selling at the end of the day.

    A lot of copy for software clients who run a self-serve business model tends to be more like the long copy landing pages we see all too often in B2C.

    The reason being that because most self-serve products are lower ticket, there are less people involved in the sales process, so you can focus on going for the sale right there rather than educating them and producing copy that'll appeal to everyone on the "sales committee".

    -- Ben Lawton
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