Pipeline’s Lead Generation Blog

In a December, 2007 article in BtoB magazine, Marketers face challenges from economy to ecology, Kate Maddox writes as one of her top ten trends for 2008, “a big focus for marketers next year will be improving the operations and performance of their marketing organizations, which goes well beyond proving ROI on marketing investments.”

“The No. 1 challenge for CMOs is fixing broken marketing organizations,” said Donovan Neale-May, executive director of the CMO Council.

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Despite all the positive aspects of direct mail – many software companies insist that direct mail just “doesn’t work” any more.
 
However, some companies are finding that direct mail is still very valuable lead generation tool for companies looking to reach specific target markets. It’s a cost-effective way to reach multiple decision-makers within organizations with personalized, specific messages - especially effective when you’re trying to generate leads and build brand awareness for your products and services. And because it’s relatively easy to analyze, direct mail continues to provide a high level of both accountability and measurability.

While many marketing groups don’t rely on direct mail as their major lead generation activity, direct mail can easily and effectively be integrated with almost every other marketing medium.

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