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.

Can you speak more to the direct mail, podcast, and TV efforts you’re working on? I don’t have many specifics, but I can tell you that with podcasts, we’re doing a lot of testing, learning, and investing. We’ve found a lot of success with podcasts like “SmartLess,” which has been great for us.

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.

The Toronto Star on March 4 announced the release of these stories, while The Globe and Mail did the same on March 11, and Postmedia followed suit on March 16. But the decline of print is inexorable, and job losses plague the industry impacting the supply of quality news product. In March, newspapers across the country laid off massive portions of their staff in the direct wake of economic slowdown.

But even beyond these results, marketers can develop a cadence of touchpoints that include personalized email (some marketing-led, others sales-led), prospect meetings and dinners, sales calls, landing pages, direct mail, webinars, a live demo, videos, social media ads, especially on LinkedIn and Facebook, and more.

“In the early days it was ‘Let’s get our intern to package up a bunch of direct-mail pieces and send them off to prospects,’” PathFactory’s Jowett said. “Now, a lot of companies are investing in dedicated ABM roles and teams, which we didn’t see much of before.”.