As digital marketing platforms become congested and competition increasing in all aspects of the technology industry it has become more difficult for B2B organizations to reach their target audience. The solution to this comes with supplementing your digital efforts with traditional marketing techniques. While having a strong online presence is necessary in today’s world, these time-tested techniques can have an even greater impact now than in their heyday.

Direct Mail

With digital technology occupying a larger percentage of marketing resources mainstays like direct mail have become less prevalent but have remained highly effective if employed strategically. Mass mailers are not the answer, as a more strategic approach will show the highest return on investment. Since fewer companies invest in direct mail campaigns they have become a unique way to grab the attention of your most sought after prospects. Targeting decision makers for key accounts with personalized offers via direct mail can help your marketing efforts stand out.

Teleprospecting

While many people believe the effectiveness of teleprospecting is beginning to dwindle, the reality is the process is evolving. Companies are realizing that cold calling alone is not the way to go. Successful teleprospecting takes careful planning and collaboration between sales and marketing to create an effective strategy. Researching your prospective clients and their company prior to making contact will allow you to better communicate with them and speak to their specific pain points. Using email and social media platforms to connect with prospects will make your teleprospecting efforts more effective as you give them the option to respond through their preferred platform.

Appointment Setting

Generating leads through appointment setting requires several aspects of a multi-channel marketing strategy including teleprospecting, content creation and email. Once you’ve developed your scripting and segmented your contact list, there are several more steps necessary to carry out a successful appointment setting campaign. Properly training your callers to clearly explain your solutions and to be able to recognize sales opportunities will make the difference in the success or failure of your campaigns.

Trade Shows

Attending trade shows can be a significant investment and take up a large percentage of your marketing budget. Detailed preparations are necessary in order to show a return on your investment. Deciding who will attend, which companies you want to connect with and which products your will be promoting should be at the top of your list. You also want to put some effort into booth design, marketing materials and giveaways to ensure you make a good impression.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.