It’s a popular notion that postal mail is in decline. Some choose to dispute this (and there have been a few successful findings to support them in their fight to keep mail alive). Whichever side you are in the debate, there’s something you need to know if your mailing list is intended for B2B marketing purposes.
Now you already know that lists for that purpose come from a B2B contact database. In turn, that database is full of other lawyers mailing list businesses and it’s easy to see how they will differ from consumers. They might list the name of an individual but that name could represent a much larger organization.
There are some cases though when an exception would seem to appear. These are mailing lists containing only names of private and individual professionals. A few examples would be financial advisors, lawyers, doctors or any other high-end profession. A mailing list that purely contains just these individuals can possibly lead one to believe that it might be not that much different from a mailing list of consumers.
It doesn’t matter whether you think that’s a good thing or bad thing. It is still mistaken. You do not want to send a message that reads too much like a commercial brochure. On the other hand, you shouldn’t disqualify the entire list just because you’ll be marketing to a single individual.
Individual professionals still demand the same, extensive sales process required to qualify B2B sales leads and succeed in appointment setting. When mailing a professional individual, the message should be no more different than one you would send to a decision maker or a business owner:
- Needs – Approaching a professional from a B2B angle means learning about their business needs. That’s one difference between consumers and businesses. The things that you’re trying to get them interested in should involve matters relating to their job. For example, a doctor might be interested in acquiring new tools to expand their clinic.
- Budget – Another popular notion about high-end professionals is the size of their budget. Don’t be fooled. Make sure you message doesn’t sound too presumptuous on that matter. It also helps to pay attention to industry news and have a grasp of how these professions are faring economically.
- Respect – Perhaps what’s most important of all is to a send a message that is very respectful and aware of their station. There are a lot of requirements to becoming a well-informed advisor or lawyer so it’s only fitting that they command a certain level of respect. Make sure to mention their name in your message. Briefly and honestly explain that you’ve learned of their practice and can offer supportive tools and services. You should also offer additional contact information like your business email address, phone number, a website, and even a small note saying you can also be found on social networks.
See? It’s not that much different than if you were mailing a CEO or a business manager. Just because individual professionals are not in charge or even a part of a larger organization doesn’t mean they lack needs that are strictly business related; are very protective of their financial information; and don’t command the same amount of respect.
