There are distinct differences in B2B marketing that need to be taken into account; for example, the existence of a 'gatekeeper' who may prevent your message reaching its intended target. This could be a secretary who deletes e-mails, or a junior manager who sifts the post. It means we have to employ some 'tricks of the trade' which we've fine-tuned over the years and know will get the results.
As much B2B marketing has switched to online media, there's been a resurgence in the use and effectiveness of direct mail. Quite simply, as there's less of it about it's easier to get noticed. And, what's really exciting is being able to combine DM with e-mail marketing to maximise response, the best of both worlds!