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B2B Direct Marketing - Reaching the Decision Maker


The business database is a great database for reaching businesses, but for reaching people within those businesses is another story.  Every business has a buying decision maker, or a team of people collectively making a purchasing decision.  But identifying and reaching those individuals can be difficult. 

To make the most of your B2B direct mail marketing campaign, you want be sure you’re your getting your message to the right person/decision maker.

For many small business organizations, buying decisions are all made by the same individual, and in larger organizations, the buying decisions can be made by various individuals, or collectively by a team of people.  So, who are they and how do we reach them?  In a perfect world, you’d select the title of the person who would likely make these buying decisions.  But this world is neither perfect, nor consistent.

Using Title as a way to reach the right person who may make a buying decision for your product or service. those decision makers are limiting.  More often than not, the individual isn’t the right decision maker, or if there’s no one who fits that title, the business is overlooked. 

The best way to reach the right person or people is to not use a name/title to reach the right person.  Instead, add a few bullet points just to the right of the printed name and address that spells out the likely title or team or department where the decision maker is located.  In doing so, you get more opportunities to reach more businesses, and you have a higher likelihood of reach the right decision maker.

This holds true with your own customer house file of previous customers.  If the list of your business customers hasn’t been updated in a while, it may be smarter to simply mail to the business without any contact name whatsoever.  Instead, add several bullet points to the left-side of where the name and address is normally sprayed.  These bullet points are for the postal mail recipient that reads the mail each day.  Make the bullet point description very general since the person pointing the mail piece to the right person isn’t always familiar with all products/services.