Demand Gen Dialogue Demand Gen Report

As the B2B industry adapted to an almost fully virtual remote work model 16 months ago, a nasty rumor started to spread — direct mail was dead. At first glance, there seemed to be some truth to the rumors as people abandoned their offices for the refuge of their home. After all, if consumers were wiping down each individual grocery purchase with antibacterial solutions, how kindly would they take to unsolicited packages turning up at their homes?

According to the data (and social media accounts), recipients loved the sweet surprise. As prospects’ desires for humanized marketing strategies and brand experiences continued to grow, direct mail campaigns offered a feeling of closenessin a world that was consumed by plexiglass dividers and social distancing guidelines.

In this episode of DGR Dialogue, Host Klaudia Tirico sits down with Marne Reed, PFL’s Chief Evangelist of Brand Experiences, to dive into the role direct sending campaigns played throughout the pandemic, as well as the increased presence that’s expected for the hybrid world.

We get it, everyone’s inboxes are flooded with webinar and virtual event invitations. So how do you stand out from competitors in a way that wows audiences and generates the engagement you’d expect from a physical event? Tactile marketing is the key (and we know from personal experience!).

For this year’s B2B Sales & Marketing Exchange online experience, Demand Gen Report partnered with PFL to send attendees swag boxes filled with goodies to get people excited for the event. We sent more than 1,200 personalized packages to their homes and saw an outstanding 70% attendance rate! Plus, our attendees raved about the kits, sharing pictures online and engaging with us.

In this episode, our Editorial Director Andrew Gaffney sits down with Nick Runyon, CMO of PFL, to discuss the planning behind the box and how we brought it to life.

B2B marketers today are wrestling with the complexity of integration, according to Michael McLaren, Global CEO of the B2B Group at Merkle. Organizations are thinking beyond individual point solutions, and are looking at how technology, data and content can help develop more holistic experiences. That is why he believes merging with consultancy Digital Pi is a natural fit.

As Triblio’s Chief Customer Officer, Andrew Mahr has worked closely with customers to help them develop successful ABM plays for close to five years. So, who better to host a series of educational videos on the most pressing ABM topics challenging today’s practitioners than Andrew himself?

The company recently launched its “Ask an ABM Expert” series and we had a chance to sit down with Andrew to chat about all things ABM and the series itself.

Terminus acquired Sigstr, bringing together two teams that are making great strides in the ABM marketplace. Tim Kopp, CEO of Terminus, and Bryan Wade, CEO of Sigstr, both agreed that the time to gain a 360-degree view of accounts and building meaningful relationships is… now!

Megan Heuer, former VP of Research at SiriusDecisions, was recently unveiled as the new VP of Marketing at Engagio, a company that has made notable strides in the ABM technology sector. Bringing her analyst background to the helm of the company’s marketing department, Heuer said that this is a prime opportunity for her to help the company reach “the promise of a genuine customer experience within B2B marketing.”