May 28th, 2008 by Bob Bly
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?
This entry was posted on Wednesday, May 28th, 2008 at 2:36 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.