In my experience, non-tech B2B audiences respond very well to 'traditional' marketing - postcard mailings, magazine ads, etc.
IMO there are 2 aspects to doing this well:
(1) USE IT AS PART OF AN INCREMENTAL CAMPAIGN. Use the traditional stuff as the first element to get them involved with you. Sending them a well-designed, relevant postcard invitation = you have their attention (whereas they are 'banner ad blind' and 'email blind'). Use that attention to push them to the next step (which isn't the sale - it's just another incremental commitment like attending a webinar, or downloading a whitepaper, or using an online calculator to spec something out, etc).
Incremental commitment is the name of the game in B2B sales and marketing, and traditional marketing can be a great start to the chain.
(2) LINK OFFLINE STUFF TO ONLINE STUFF. As you can see even from my examples above, it's important to get them into online channels as soon as possible (where they can be tracked and interacted with more efficiently). You want to have tons of relevant content you can offer them, lots of places for them to explore the problem/solution, etc.
The real joy (and pain) of B2B marketing is that you have to do the 'strategic' campaign planning well while also nailing the 'tactical' messaging / design / etc execution.
IMO there are 2 aspects to doing this well:
(1) USE IT AS PART OF AN INCREMENTAL CAMPAIGN. Use the traditional stuff as the first element to get them involved with you. Sending them a well-designed, relevant postcard invitation = you have their attention (whereas they are 'banner ad blind' and 'email blind'). Use that attention to push them to the next step (which isn't the sale - it's just another incremental commitment like attending a webinar, or downloading a whitepaper, or using an online calculator to spec something out, etc).
Incremental commitment is the name of the game in B2B sales and marketing, and traditional marketing can be a great start to the chain.
(2) LINK OFFLINE STUFF TO ONLINE STUFF. As you can see even from my examples above, it's important to get them into online channels as soon as possible (where they can be tracked and interacted with more efficiently). You want to have tons of relevant content you can offer them, lots of places for them to explore the problem/solution, etc.
The real joy (and pain) of B2B marketing is that you have to do the 'strategic' campaign planning well while also nailing the 'tactical' messaging / design / etc execution.