Recent research from SeQuel Response shows that 65% of marketers who run direct mail campaigns report an improvement in performance over the last 12 months. Most marketers rate their campaigns as very or moderately successful across formats such as self-mailers, postcards, letters and catalogs.
Various methods are used to measure the success of campaigns, including multitouch attribution models, business reply envelopes and toll-free numbers/vanity URLs. Demographic selections and first-party sources are the two most popular data sources for mailing lists.
Marketers are concerned about increasing data security regulations and rising paper costs, which could affect future direct mail campaigns. The research was based on data collected from 158 marketing strategy leaders in 2022.
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B2B leaders say economic climate is the top factor influencing marketing spend, whereas B2C leaders say corporate financial performance is the top factor influencing spend, according to recent research from The CMO Council and Zeta Global.
Today's CMOs are transforming their roles by integrating data and technology to drive measurable business results. Read more.
Marketing agencies tend to be much more confident about the quality of their work compared with the level of satisfaction their brand clients express regarding that work, according to recent research.
What are some of the key strategy, tech, and content trends shaping B2B marketing today? What will be tomorrow's trends? See finding from this LinkedIn and Ipsos survey of B2B marketing leaders.
Discover how to unlock sales by increasing market penetration using various marketing approaches. See how to boost market share and drive growth. Read now.
B2B influencers say co-created content and speaking at in-person events were the most successful types of brand collaborations they did in 2023, according to recent research from Onalytica.