Direct Response
Digital, dimensional (things in a box), or dead trees (stuff on paper). Depending on the market and product, you need the right tool to reach specific individuals and inspire them to reach back. Direct response is a good way to think about email and account-based marketing (ABM) too.
EXAMPLES
ICTV HeadendWare C-Suite Mailer
ICTV’s market is cable television providers. i.e. There are very few and you don’t get more than one chance to get in their door. This dimensional mailer was the perfect door-opener. In conjunction with arranging a hospitality meeting at the industry’s premier trade show, it resulted in their first contract (which was huge).
SonicWall Healthcare Industry Channel Support
Network equipment VARs selling into healthcare facilities could leverage these mailers (along with a complete sales kit in a box) on their own, or take their share of the leads that came directly to SonicWall.