B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2045 · 5 months ago

The Revival of Direct Mail in B2B Marketing

ABOUT THIS EPISODE

In this episode, Timmy Bauer talks with Carey Straetz, Head of Demand Gen at Mode. 

Yeah. Hey everybody, welcome back to anotherepisode of GDP Growth. I'm your host, timmy Bauer, the content strategisthere at Sweet Fish and today I am talking with Carrie straits, she is thedirector of growth at sure payroll. Carrie, welcome to the show. Hey,thanks for having me, I'm excited to talk to you. The topic that we'retalking about is direct mail. Now, the last time we were talking I asked you,you know, what does everybody think of when they think of direct mail and howhave you seen it done really successfully or how have you used itreally successfully? So, first question for you carry is how do most peoplethink about it? I think most people think about direct mail in terms oflike those big value pack fires that you get once a week with the couponsfor your local car wash or your local vent cleaning place or like a bigoversized postcard with bright colors for the local car dealership. But it'sbecome so much more than that. It's become such an interesting channel tome that you can automate the sense to...

...um, meet a person's needs or whereverthey're at in their funnel. Um, with personalized, highly personalized sends,um, with your company logo, you can do gifting, um, you can do gift cards.It's become such a much more interesting channel than it used to be.Yeah. What initially made you sort of latch onto it as a channel that youwanted to invest in? I started noticing it a couple of years ago when I wasworking with some tech companies looking at building on my text back andI started to get really cool stuff in the mail from them, like brandedcupcakes. I had a peer who was pregnant had mentioned she was going out on matleave. She got a branded one Z from her salesperson and I was like this isdifferent, this is up in the game, this is personalized. It is definitely inthe moment and it worked for some of our really long sales cycles that wewere going through. But also as a marketer I find it being reallyeffective as a sales enablement tool for my sales team. Yeah, so you saidsomething interesting the last time we...

...talked, you said that you would neverrecommend a standalone direct mail. But as a holistic strategy, it's verypowerful. So what do you mean by that? I would never, in my life send a standalone postcard or standalone gift box. It has to be part of an overarchingstrategy and it's got to be like a multi touch strategy. So I've used itin my A. B and prospecting strategy where I'm surrounding my prospects withall of these digital messages. But I also get a really tactile physical wayto get my message in front of them as well. So I'm reaching them in a varietyof different channels and that's how I would recommend using direct mail orautomated sons. Yeah. Why do you think a lot of BB marketers are not usingdirect mail in their strategy? I think a lot of people still think it's adinosaur and if you're sending a postcard or all letter than it is adinosaur, you're doing it like a dinosaur. But if you take advantage ofall the tech that's out there to enable your sales team with gifting and directmail when they need it, I think it's...

...really, it's interesting. It's powerfuland it's new because it hasn't been done this way before. Yeah. So I wantto dig into how you recommend a strategy is created or followed. Sowhat do you think? Step one is to incorporating direct mail into yourstrategy? I think step one is understanding your audience andunderstanding what the thing is that you send them, that's going to resonatewith them if it's the holidays, Is it something holiday themed? If it'svalentine's day? Is that something is a valentine's day? Candy? It gets down toknowing your audience. Yeah. So how do you guys use it? We use it in a coupleof different ways. We're using it in sales enablement. So for some of ourbigger dollar deals, we definitely opened up sort of the free wheel andlet our sales team send whatever they feel they need to to move the dealalong. Yeah, we definitely use it for sales enablement. But again, we alsouse it and strategies for different audiences in an A. B. M. Strategy. Yeah,Something we're going to start using in our A. B. M. Strategy is so we havesomebody on the podcast and then...

...they're going to say something reallyawesome. So we're going to make a canvas. I should probably shouldn't saythis. But yeah, we're gonna make a canvas print out of whatever awesomething that they said and said, I love it because if I'm on a podcast and Iend up, you know, a couple of weeks later I've got a canvas print ofsomething that the host thought I said awesome. Like I'm framing, I'm puttingthat up on my wall that's going to be in my office forever. Yeah, you are.That's awesome. I'm I'm stealing that because we have a podcast to love it.So when you think about, oh there's something that you said, you said thereare a ton of creative ways to do it. So why don't you just hit me with a few?What are some of the most creative but still very strategic ways that you'veeither seen direct mail used or done it yourself. Sure. Um one of the twothings stick out in my head, one was a sort of swag bag from marquette, ohthat I got two years ago. And what...

...stuck out to me is that it wasn't atypical swag bay. These were a quality items. These were quality hoodie that Istill wear. It's not in here to two years later, I still wear to this daydaily. Um I got a pair of Ray Bans son sunglasses, like they were quality. Theother piece that sticks out is a box I got from google over the summer and itwas mixed tape themed and it had my name on it and it was incrediblydetailed down to um including recycling instructions for the packaging. So thelevel of attention and detail and personalization that those two boxeshad was just amazing and incredibly memorable. Hey everybody Logan withSweet fish here. If you're a regular listener of GDP growth, you know thatI'm one of the co hosts of the show, but you may not know that. I also headup the sales team here at Sweet Fish. So for those of you in sales or salesops, I wanted to take a second to share something that's made us insanely moreefficient lately. Our team has been...

...using lead I. Q. For the past fewmonths. And what used to take us four hours gathering contact data now takesus only one where 75 more efficient were able to move faster with outboundprospecting and organizing our campaigns is so much easier than before.I'd highly suggest you guys check out lead I. Q. As well. You can check themout at lead I. Q. Dot com. That's L E A D I Q dot com. All right. Let's getback to the show. I love that. So for anyone listening who wants to get inthe game and start incorporating this, they want to honestly follow youradvice. How do you think they could screw it up? Well you send the wrongthing to the wrong person or you don't make a serious investment in it. Likesending something on the cheaper end is probably not a good idea. Not sendingit as part of a strategy. If you send a box and don't include any SDR activityaround it or digital activity, then...

...you're just basically burning money. Soyou've got to add it as a bunch of different touchpoints and you've got toadd money. It's got to be personalized and it's got to be quality. Yeah. Whenwe think about giving gifts, um we're really inspired by a book called giftOlogy and I actually need to read it. I talk about this book so often becauseI've gotten so much of it secondhand from my, from my best friend James,that I don't need to actually just read the book. I'm sorry john, but one ofthe central ideas in the book is that so often when companies give gifts,quote unquote, it's not something that the other person would love to receiveits, you know? Yeah, it's like cheap swag, but real good gift giving is whenyou can figure out what that other person loves and give them somethingthat, you know, is going to be impactful given what they're interestedin. So we've actually incorporated again this is like we're trying todevelop a really killer strategy for...

...just building real friendships with thetypes of people that we want to have, you know in our network. And so one ofthe things that we do is we do a pre interview for every call and in the preinterview I hit you with a bunch of questions. But one of my sneaky goalsin the pre interview is to figure out what you like because uh we haven'tbuilt out the strategy carry so I can't promise that you're gonna get anythingin the mail. But yeah one of my sneaky goals is to figure out what you like.So we we actually recommend that folks who do podcasts, they should have a preinterview where they ask original research questions and topic discoveryquestions which we call P. O. V. Questions but also questions that aregoing to lend themselves well to figuring out what the other personlikes so that you can do really good gift ology. So if you want to stealthat one for your podcast as well carry well. Well that's a good one. I likethat we do pre interviews but we don't really use them in that manner but Ithink that I'll give you a really good question. This is a fun one. You askwhat is the current and you ask it...

...right in that you're just doing the preinterview, you're just talking to them about you know potential topics andthen you're like yeah so my next question for you is what is the currentbackground wallpaper of your phone and uh you know whatever they answer,chances are it's going to be very personal and it's going to give you asense of who they are and what they're like and what they like and uh minus apicture of my girlfriend. So then you might start asking me about her and youknow, we just got engaged and now there's all kinds of potential forthings that you could do. I'm still in that in general, like I'm real sociallyawkward with covid stealing that. Yeah, well, you know, as long as we're justjamming on pre interviews, another great one is to start your call with,you know, so hey Carrie, how's your Tuesday going? So today's Tuesday? SoI'm not going to say how's it going? I'm going to say how's your Tuesdaygoing now? You're thinking about...

Tuesday and then I say what's been thehighlight and lowlight of your day? And I have been shocked at how intimate andpersonal people will get with me when they tell me what their highlight andlowlight are. And they will straight up say what they're low light is. It'slike, you know, we have to take our dog to the vet and you know, or whatever,like whatever the low light is and they'll get very personal with me andthe highlight, you know, and the highlight could have nothing to do withwork. And uh it's just another clever strategy to building like a humanrelationship with that person. Do you get more highlights and lowlights?Everybody wants to start with the highlight. And also it kind of dependson what time of day it is. So if it's in the morning, I typically don't getany low lights. But if it's like the end of the day, they're getting readyto like leave and hit up, you know, go out and get a drink or something. Likerelax from the day. Well, it's covid a lot of people aren't going out, but ifyou're in florida, it's like the disease doesn't exist here. Yeah, Sothey're going out. So you get them at...

...that time, they will tell you what thelove light is. I think I opened with my low light was a three hour zoom meetingtoday. Yeah, exactly. So if I wanted to do gift ology on you, I could, I couldget on Pinterest and start looking for some inspiration for good gifts thatare related to long, unnecessary zoom calls. Amen to that gift ology. That'sreally interesting. Well, I'm happy to advertise it because I've heard suchgood things about it and I need to read it. You know what? You don't, you pullit off like you did. Anyways carry. This has been a super fun conversation.I'm really glad that we got to jam on this. How would you like listeners toconnect with you? You can find me on linkedin. Just search up carry straits.I'm also on twitter, Same first name, last name Carrie straits. Thank you somuch for being on the podcast. Thanks for having me. This is great. Is the decision maker for your productor service Abebe marketer. Are you looking to reach those buyers throughthe medium of podcasting? Considered...

...becoming a co host of GDP Growth. Thisshow is consistently ranked as a top 100 podcast in the marketing categoryof apple podcasts and the show gets more than 100 and 30,000 downloads eachmonth. We've already done the work of building the audience so you can focuson delivering incredible content to our listeners if you're interested, emailLogan at sweet fish Media dot com.

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