Well, we didn't plan for it, but it happened anyway. Welcome to the third installment of our totally organic series discussing the marriage of seemingly "old school" outbound tactics with the modern inbound approaches we all know and love today.
Previously, we discussed:
- SMS text marketing strategies and inbound with David Gable of Kixie
- How ABM and inbound work together with Kevin England of Vonazon
This week, we're talking about one of the most tried-and-true "old school" marketing tactics — direct mail — with Postalytics CEO Dennis Kelly. At first glance, the idea of a direct mail campaign may seem completely outdated and out-of-touch with what your buyers will actually want to respond to today.
Sure, if you approach direct mail with a 1980s mindset, you'd probably be right. In fact, even though we all entered into this conversation with Dennis seeking more education on how direct mail and inbound work well together, George and I had already recently seen real-world use cases where direct mail was the precise call needed as part of a client inbound program.
So, as George likes to say, folks, "Grab a snack and a backpack!" It's time to set our course for another exciting inbound adventure that may have you looking at your own strategies through a different lens.
And don't forget to check out Postalytics Academy!
What We Talked About
- As inbound marketers, what are our knee-jerk reactions when we hear the idea of direct mail as part of an inbound program?
- What is the disconnect between what many inbound practitioners think direct mail vs what it can be, in the context of inbound?
- What are real-world examples of direct mail campaigns that make sense in the context of inbound?
- Where do most direct mail campaigns go wrong? And what are our personal pet peeves with direct mail?
- Where do we see opportunities in the buyer's journey to take advantage of direct mail/offline opportunities, rather than going with the more traditional approach?
- Which types of companies should consider thinking about using direct mail as a part of their inbound program?
- What are our favorite tools out there to execute great direct mail programs?
- For any listeners out there who are now considering looking at direct mail as an option or rethinking their approach, what is one piece of advice you have for them?
And so much more ...
Additional Resources
- What is the HubSpot Flywheel really? (HubHeroes podcast)
- Back to the HubSpot Flywheel: Unpacking inbound physics (HubHeroes podcast)
- Buying has changed, sales hasn't — now what? (HubHeroes podcast)
- Email marketing and HubSpot 101 (HubHeroes podcast)
- What is customer delight and who is responsible? (HubHeroes podcast)
