A recent MarketingSherpa survey of more than 1,000 B2B marketers found 79% of companies still count direct mail as an effective part of their marketing strategy (22% of those respondents believe direct mail is a “very effective” channel).

Only 21% of companies believe direct mail is “completely ineffective” in terms of generating new business.

The question managers need to ask themselves prior to launching a new direct mail campaign is: What edge can direct mail provide that e-mail cannot?

Here are four reasons companies may want to consider direct mail campaigns instead of (or in addition to) e-mail:

1. Direct mail copy isn’t subject to spam filters
2. It gives companies the option to add graphics and vibrant colors, both of which have been proven to increase response rates
3. Lists don’t dwindle over time as prospects “unsubscribe,” and
4. It gives marketers the option to use creative envelopes or packaging to increase open rates.

The survey also revealed the size and location of a company play a major role in determining whether to use direct mail or e-mail

Two types of companies that tend to see better results from direct mail:

1. small companies of 100 employees or fewer that cater to a close-knit pool of customers, and
2. companies located in rural regions, where e-mail isn’t as widely used (or popular) as direct mail.

1. Understand the long-term vision: In today’s turbulent marketplace, most prospects need a very good reason to consider leaving one supplier for another. They want to feel secure and that they’re making a decision to do business with a salesperson (and company) who they’ll be able to count on for months and years to come. One way to create that impression: Conduct pre-call research to understand a prospect’s long-term vision and goals, and — more importantly — what role your products and services can play in helping the prospect achieve those goals.
2. Develop sources within the company: In the majority of B2B sales situations, there’s more than one contact at the prospect’s company who’s involved with (or impacted by) the final buying decision. Building relationships with those secondary contacts may provide some additional momentum, especially in cases where the purchase needs to be approved by a board of decision makers. Ask these prospects how the decision will impact their departments, as well as other departments in the company. Probe to determine how the buying process works and what each prospect’s priorities are when considering a purchase. The easier you can make it for prospects to justify the cost of doing business, the better chance you’ll have of earning their trust (and the sale).
3. Gain a sense of the prospect’s customers: Most prospects want to consider what’s best for their customers before making any major buying decisions. That’s why it helps to know who each prospect’s customers are, what matters most to them, and how your offer can help the prospect attract more buyers, while eliminating unnecessary costs.
4. Use every resource available: With so much information available online these days, it’s become easier for sales pros to gain a firm grasp on each prospect’s needs (and concerns) before the first meeting even takes place. Company websites, blogs, social networking sites, consumer reviews and online press releases are all great ways to gain additional insight about what the prospect’s mission and values are. More importantly, these resources may reveal a key selling point that’ll increase the value of your offer.
5. Know thy competition: Whether it’s an incumbent supplier or several people vying for the same contract, it’s best to know who you’re competing with and how your offer stacks up. Once you’ve developed a competitive analysis, pinpoint all the areas where you can offer superior value. It won’t only differentiate you from the competition, it may also provide the edge necessary to come out on top.

Adapted from the book Bag the Elephant! How to Win and Keep Big Customers by Steven Kaplan.

Nearly 20% of Internet users now tweet, according to statistics from the Pew Internet Project. That’s an 8% jump from late 2008.

The study also revealed the following:

• Twitter’s 18-24 demographic almost doubled in size over the past two years (from 19% of all Internet users to a remarkable 37%).
• Users between 34-44 jumped 10%, another significant jump in that it includes a high percentage of b2b and b2c prospects.
• Most users primarily visit the site to post status updates or stay on top of what’s happening with favorite celebrities, websites and companies.
• People that use other social networking sites like Facebook and MySpace are far more likely to post regularly on Twitter, rather than simply following others on the site.
• The smallest pool of Twitter users continues to be prospects age 45-65. Still, that demographic grew by 10% during the past 15 months.

Source: “19 Percent of U.S. Internet Users Tweet,” Sales and Marketing Management Magazine, 7/31/10.

The number of Facebook users is growing at a phenomenal rate, and many marketers say they’re now starting to see the social media site as an effective way to connect with their target audience.

In February, Facebook hit 400 million users — twice the size of its user base in 2009. Experts says it’ll grow to 500 million by June, an increase of 25% in only four months.

Up to now, most B2B marketers have steered clear of Facebook, instead opting for blogs, Twitter, message boards and networks like LinkedIn.

But here are three recent developments that could make Facebook a more viable avenue for your B2B marketing:

1. More business-friendly. Recent developments include a function that allows businesses to put a Facebook “like” button next to products or services on their websites.
2. More focus on discussion about your business or your product. Using Facebook’s “Wall” gives your content immediate exposure and allows for user interaction. It provides a much better venue for highlighting your own products than other networks. LinkedIn, for example, frowns on self-promotion.
3. Moving up in search engine results. Setting up a Facebook brand page can land you more real estate on the first page of search results. How? When you write your company description/profile in Facebook, be sure to include relevant keywords and website links. Search engine indexes will pick up on them and boost your search engine ranking. It’s another way to establish an easier-to-find web presence.

generating high-quality leads, according to research from MarketingSherpa.

Why?

For one, it’s not enough to simply generate any leads. As insiders know, unqualified leads can be a source of frustration and even a waste of time.

That’s why savvy Sales pros are clamoring for better-quality leads.

Good news: You don’t need to break the bank to generate high-potential leads.

There are companies out there that are putting energy (and very little money) into tactics that produce legit prospects at great rates.

Five strategies successful companies are using to generate more high-quality leads:

• Make it easy. Ask visitors for their information — but just the basics. If it looks like your forms will take time and effort, most folks will bail.
• Involve them. Create a short survey to pin down the one or two issues bothering customers most. Then tailor your follow-up responses so they address those issues.
• State the price. This’ll shake out the tire kickers. Of course, you don’t want to clobber customers with price. Instead, focus on the problems your company can solve, and then label your price as “low” for the payoff your solutions provide.
• Give them an inside line. Offer a toll-free number prospective customers can call — and connect them with a real person right away. Avoid putting prospects through one of those voicemail mazes.
• Troll the Internet. Search for forums and discussion groups relating to your products or business. It’s a great opportunity to see what customers are talking about most and can lead you directly to high-quality leads.

• Proof goods and services can deliver what’s promised of them
• The ROI they stand to gain through their purchase, and
• Assurance a company isn’t just trying to move product — but become a partner in their success.

Back up claims

The mistake that’s made most often with b2b prospects: simply touting a product or service as best — without giving any proof.

One bad purchase is all it takes to cost a prospect his or her job, making it essential for b2b marketers to consider every technique that can back up product or service claims.

What works best?

• Citing recent research reports
• Touting third-party product comparisons/reviews, and
• Quotes from satisfied customers.

Idea: Assign someone at your company to write the quotes based on conversations with customers. Then, e-mail those quotes to customers asking for their permission to use them. This saves time and allows your company to have more say in the message prospects see.

Beat out price-cutters

People will spend top dollar for goods and services, if they believe they’re getting something superior to a rival’s.

But many b2b prospects have trouble determining what’s worth the extra cost. The company that can prove it’ll produce the best ROI first will win their business.

Trouble is, there’s not much time to make the connection. Three to five seconds is all most companies have.

Idea: Hit them with the payoff right away.

Two great opening statements:

• “Five reasons we’re the best,” or
• “Why 90% of our customers said they’d come back to us.”

To keep up, companies must be ready for a vastly different marketing landscape, according to a survey by ContactBabel. Three trends will have the most influence going forward.

1. Instead of relying on phones, prospects and current customers will be perfectly comfortable with e-mail, text messages, instant messaging and other Web-based communications.

2. They’ll expect businesses to be equally adept, and they’ll expect answers 24 hours a day, seven days a week, 365 days a year.

3. Blogs and Web-based communities, such as Facebook, Twitter and LinkedIn, will increasingly influence prospects’ decisions to buy and existing customers’ decisions to keep buying.

To stay competitive, companies will have to recognize and incorporate these critical success factors:

• They’ll need to change the way incoming calls are handled, giving priority to higher-value customers.
• Prospects and customers will become less willing to wait on hold for answers.
• Customers will want to communicate in a variety of ways, not just on the phone.
• Marketing and service will become everyone’s job as customers will expect immediate and correct answers to their questions.
• Prospects and customers will expect the people they communicate with to be knowledgeable and empowered to make decisions.
• Traditional advertising will have less impact as peer review Web sites and social communities will help drive more buying decisions.

For more background, download “The Customer of the Future” study from ContactBabel-Downloads.com. (Registration required.)

It’s because the rational, step-by-step model for the B2B buying process companies have come to know is busted, says a new EnquiroResearch.com study.

“99% of B2B buying is about covering your butt,” say the authors of the study of 3,000 business buyers.

In other words, B2B buying has become about minimizing personal and organizational risks – and today’s economy has magnified this new risk-avoiding buying behavior.

How can companies create a lower-risk environment for prospects that boosts sales and generates more revenue?

Match prospects with happy customers that had similar “risk factors.” Rather than provide a reference from a customer that’s been with your company for 10 years, have prospects talk to customers that made their “blank slate purchase” (one where the buyer had no prior experience with your company) within the last year.

Another idea: Get references from all the people involved in the referring customer’s decision to buy and give them to those in the same role at the prospect’s company.

Become an “approved vendor.” An approved vendor is always a low-risk vendor. How can a company get on an “approved vendor” list?

Create a relationship with a teaser offer (e.g., a free trial, money back guarantee, etc.). It lowers the risk of getting started. Small interactions like this build trust.

Direct buyers to good word-of-mouth. Positive word-of-mouth is hugely influential in risk aversion.

If prospects have any doubts about converting, consider linking them to content (industry/customer reviews, blogs, etc.) that speaks well of your products or services.

For more background, download the first white paper from Enquiro’s B2B Expert Series “Mapping the BuyerSphere.”