In the B-to-B marketing world, most companies sell products and services to relatively well-understood market niches or groups of prospects. So even though you may use broader communication tactics such as advertising and public relations to communicate branding and product messages to markets in total, it makes sense to use direct marketing tactics to deliver more tailored messages to smaller sets of potential customers.

To build brand affinity and deliver important messages, B-to-B marketers have long relied on direct mail and newsletters to deliver important company news and product information to known customers. These tools help supplement direct sales contact and keep you “top of mind” to your audience. Digital communications channels such as e-mail, e-newsletters and other tactics are making the task of customer cultivation, easier, faster, and more efficient.
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Are you whispering for action?

We’ve recently produced a series of thought leadership papers on ROI. To give the discussion meaningful context, we used the principle of AIDA. The timeless idea that all prospects move through a 4 stage process -- awareness, interest, desire, action.

It has been a great exercise to match a timeless concept with the new wave tools we have available to us. The results are very interesting, if you aren’t on our mailing list you can get PDFs if them by clicking here.

The development of these pieces has me pondering something. In any marketing communication effort – a complete program, an individual ad, a direct mailer, a website, an e-mail newsletter, and especially a sales presentation - we take someone through this process.
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