For this reason, many B2B companies have started to use direct mail to engage with attendees before the event. Keep in mind that personal addresses must be collected, since most business professionals are not in the office and some are migrant as the pandemic wanes on. These addresses can be collected via email but should not be kept on record.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante, senior marketing specialist on Marketo’s Commercial Demand Generation team, and James Leedom, marketing operations manager at Marketo. They shared how you can level up your direct mail game by workshopping campaigns, defining engagement and proving impact.

As such, the “idea that you’re going to try to optimize individually and focus only on social media versus direct mail is a fallacy,” KeyBank’s Morcelle said. Consequently, CMOs are increasingly driven to “make sure that we represent the brand consistently, regardless of where customers are interacting with us.”. Building Trust.

Only 26% of firms listed sustainability as a key performance indicator (KPI) for marketing—which would encourage using recycled paper for direct mail, for example, or partnering with relevant eco-aware firms for affiliate campaigns. About one-fifth of marketing organizations said they didn’t measure sustainability efforts in any way.