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.