Fax Marketing - the original B2B viral medium
Passed around the company, fax is the perfect method for expanding your campaign reach
Email marketing has coined the term ‘viral marketing’, where your prospects are encouraged to distribute your messages amongst their professional and personal contact networks.
The ever present fear of PC viruses and concern that your colleagues resent that you have time to distribute email messages has seen the rise of many viral marketing agencies, and the discipline becoming one practised by specialists only.
But is this fair? Viral Marketing is by definition when a message is passed along. If you are operating within B2C industries where getting as much exposure as possible rather is core the objective, then viral marketing agencies hold the key.
In a B2B marketing role, the objective is different. It is about finding the “needle in a haystack”, the person who will buy your product or service- essentially getting your message to the right person.
Targeting B2B fax marketing at job titles
Fax marketing is one of the most cost-effective methods of doing this. Taking lessons from B2B direct mail, your communication can be addressed “FAO Marketing Director” and use internal communications networks to land on the desk of the right person.
The cost for acquiring a B2B prospect name is considerable. With list attrition constantly eating away at your active database, finding a way of updating the contact details of old prospects is essential. Reaching ‘gone-ways’ through email is impossible!
With fax marketing costing around 10 times less than traditional mail packs, the smart direct marketer can use this saving to communicate with 10 times more prospects. Whether is be to reduce the risk on re-activating old names or whether it being increasing your campaign universe, the positive impact on return on investment is clear.
Adestra's fax marketing tools
Many marketing professionals are using Adestra’s fax broadcast capabilities to reach conference attendees, report buyers, theatre attendees and more. Working with our in house fax marketing specialist, your campaign receives the benefit of an expert eye optimising your creative. For more information, please contact us
Free fax marketing white paper
Based upon Adestra's unrivalled experience of broadcasting over 3,000 fax campaigns for an extensive and diverse B2B and B2C client list, this white paper includes:
- An overview of fax marketing
- Case studies of uses of fax marketing
- Best practice techniques to optimise your campaigns
To receive a free copy of this white paper, please contact us and state Fax Marketing Whitepaper within the Further Information section.
