What works best in b-to-b lead generation — direct mail or e-mail marketing?
If you’re like most people, you said “e-mail.”
But Russell Kern, CEO of his own direct marketing agency, disagrees.
In an article published in BtoB’s 2008 Lead Generation Guide, Kern cites the following results from his campaign data:
>> Prospects responding to direct mail are 10% to 20% more likely to convert to a marketing-qualified lead than their online counterparts.
>> Qualified leads generated via direct mail cost 5% to 15% less than online.
>> Field sales reps are 7% to 15% more likely to work with a DM-generated lead than an online lead.
So are all the B2B marketers who tell me “direct mail doesn’t work” bonkers?
Or is Kern making this stuff up?