B2B Lead Generation with Handwritten Letters: Success Factors

Success factors Of Extraordinary B2B Lead Generation Success

Handwritten notes can make an important contribution to your B2B lead generation goals. Your handwritten sales letters or invitations can achieve open rates of up to 99% and response rates between 10 and 40 percent. Yes, that’s massive in comparison to any other lead generation tactic you can think of.  The recipient of your message automatically – on a subconscious level – assesses the perceived costs that the sender has invested in his message. This is called “costly signaling”. On this page, you will find the most important success factors so that also your B2B lead generation campaign with Pensaki can also be extremely successful.

B2B Customer Acquisition Campaigns to Win New Clients: 4 Steps

Covering the Bases

“Before anything else, preparation is the key to success.” This is especially true in the context of outstanding B2B lead generation campaigns. Our most successful customers pay special attention to this stage. This starts with the definition of your ideal customer profile and the way how you prepare the target lists.

Quality Stationery

Handwritten letters intrigue mostly every recipient because their subconscious mind automatically recognizes that this must be something relevant. The paper quality can further enhance this effect thanks to the importance of touch on the subconscious, intuitive mind.

Content is King

The relevance of the content of your message is the main success factor for your campaign. Your letter must address the recipient personally and be bursting with relevance. Trivial advertising messages remain trivial even when handwritten.

Sales follow-up

Your handwritten sales letter often only corresponds to a first (very) professional “knocking on the door” at your prospect. Follow-up by telephone can make a decisive difference because only 3%  of your prospects are currently active buyers. The rest requires your continued attention.

Acquiring new customers with handwritten letters is not the silver bullet. Successful lead generation campaigns require more than a handwritten note. However, if you consider these success factors you will be rewarded with outstanding results. Always focus on enabling a first conversation instead of one-sided sales messages.

Important requirements for sales success are resilience and attention to details. This is especially true for the daily fight for attention. Handwritten messages offer an outstanding opportunity to stand out from the competition. At the same time, handwritten letters are not a sufficient condition for marketing success. Those who pay attention to the interaction of success factors will be rewarded with outstanding results. For example, response rates of 20 to 40 percent are quite realistic. The most beautiful handwriting only has an effect on the recipient if the associated message is right and the recipient really feels personally addressed. Therefore, you should invest enough time and effort in the form and content of your text beforehand.

1. Covering the Bases: How to prepare a successful sales campaign

Creating Your Ideal Customer Profile

The more precise your target group definition, the more successful your campaign can be. For which industries are your solutions ideal to generate demonstrable added value? Which company size is ideal to generate these results? Which decision-makers benefit most from this added value? How can these results be quantified?

Creating a list of existing customers that have been very successful with your solution/services is a great point to start with. Then ask yourself about their key characteristics on a company level.

An ideal customer profile is a description of your target companies on a meta level, i.e. not the individual buyer or end user — that can generate the most benefits from your solution or services. Your solution needs to solve a compelling event that those organizations face.

The ideal customer profile can include e.g these characteristics:
1. Geography
2. Industry/vertical
3. Employee headcount
4. Annual revenue or size of their customer base
5. Technologies used (ERP, CRM, etc.)

Data quality is crucial in B2B lead generation.

A handwritten sales letter must always be addressed to one person (correctly and completely). A letter addressed in this way must refer to the professional function of the person and may of course only be sent to the person’s business address. Please never write “to the marketing management” or similar. Such a formulation allows only one conclusion: the sender has spared the effort and time to find out the details. In this way nobody can feel “personally” addressed. The appreciation conveyed in handwriting then simply reaches into the void.

The exclusivity of the communication channel is crucial!

Under no circumstances should the content of your handwritten message been sent in parallel by email.  A lack of response to these messages cannot be compensated by a handwritten “magic hand”. Therefore, make sure that you always keep the handwritten content exclusive.

B2B Lead Generation and GDPR: Online only with opt-in but offline only without opt-out!

Legal aspects also play an important role in the lead generation context. Companies may only be approached “cold” if they have a “presumed interest” in the relevant offer. This has not been changed by the new General Data Protection Regulation (GDPR).

2. Don't Underestimate the Power of Touch ・Multi-sensorial Experiences Matter!

Hand-written letters arouse the curiosity of almost all recipients because the subconscious automatically recognizes the esteem expressed. The chosen paper quality should be in line with your appreciation of handwriting and linguistic expression.

Paper quality is an essential success factor because it is also in this way that you convey esteem. Even when you touch the envelope, a letter can stand out due to haptic stimuli. Sensory impressions transmitted by the sense of touch are perceived directly by the body. Positive associations can be evoked which increase interest.  The recipient feels the paper quality with his hands. Important haptic factors are, for example, size, contour, surface texture, weight or stability. Cheap paper will always look cheap and in the worst case can reduce the effect of the campaign. Here you will find further information on paper grades.

3. Content: Focus on Benefits, Relevance and Brevity

Content is king: Personalization & effective relevance

Of course, the relevance of the content is the decisive factor for the success of your customer acquisition campaign. Your “handwritten” message must address the recipient personally and be bursting with relevance. Banal advertising messages remain banal even in “handwriting”. Of course, every successful personalization begins with the correct and complete postal address. It is therefore essential that you check that all master data is up-to-date before sending a high-quality handwritten advertising letter by post.

Under no circumstances should you use an impersonal form of address. This is because it is impossible for you to express a personal reference or esteem in this way; only specified people can be held in esteem. If you nevertheless use this address, make it clear that you have not had time and/or time to take a look at the company.

Focus Solely on Benefits, Not Features

Benefits Sell, Features alone Don’t. Your latest and greatest features simply mean nothing to your prospects unless they effectively translate into lower costs, quicker delivery or something else of value. Being established 400 years ago or having received 1000 bn in venture capital funding means nothing to your prospects unless that feature can be translated into a benefit of reliability and a guarantee of being in business in the future.

Prospects and customers in general simply don’t  care about statements about product features: You need to tell your prospects how their life or business will improve as a result of buying your product or service. They expect to obtain a significant business result (either improving opportunity/capability or reducing pain).

Product features are generic, while benefits are personal. If something is a feature, every customer can take advantage of it. A benefit, on the other hand, usually applies to a very specific subset of customers, your ideal customers.

Therefore it is very critical to know your buyer’s goals, challenges, and desires.

Tipp: Ask yourself this: “will this aspect of our product/service help the prospect to achieve their goals or alleviate their pain? If the answer is no, simply skip this aspect in your messaging.

Focus on what matters most, because when explaining benefits, quality always beats quantity.

Keep it short and free of corporate bullshit lingo, or are you a time bandit?

K.I.S.S. (Keep it simple stupid) – Short/simple sentences are more catchy and therefore easier to understand. Avoid stringing together worn out phrases or buzzwords, do not annoy the reader with PR bullshit lingo.

If the recipient of your letter decides for himself that you can’t be brief and that you are a time bandit, then you have a real problem. Formulate your statements in short, concise sentences, try to have an activating effect by stimulating curiosity and not indifference. Refer to a landing page for all further/advertising information. A successful sales letter NEVER exceeds the length of a DIN A4 page!

Bad acquisition letters are very often full of buzz words, anglicisms, abbreviations and boring phrases. Successful Akquisebriefe are not written in an artificial language, but formulated target group-fairly briefly & scarcely. Write simple sentences that are not nested.

The sender is a person and not an organization

People write letters. Organizations send out printed direct mail. So better not write “your team”, but use instead a personal letter closing.

4. The Sales Follow-Up is Where Most Deals are Lost or Won.

Consider The 3% Rule: Engage Prospects Before They Need Your Services

According to research ONLY ABOUT THREE PERCENT OF YOUR TARGET MARKET IS ACTUALLY READY TO BUY FROM YOU NOW, the rest is NOT YET. These prospects are the companies that have a need and are actively looking for a solution, based on a compelling event and available budget. Those prospects want to make a purchase withing the next ninety days.

All other potential customers might have a need but are not proactively looking for options yet. A well-planned cold call or marketing campaign can be very effective  because they are open to new ideas.  Others might already have a need, but not enough to act now. Those companies  may look and behave like potential customers, but they will not commit within the next 90 days. They currently simply have different priorities. Your sales success, therefore, depends strongly on how successful you are in following up your existing contacts. Without follow-up activities, you leave your business success to chance. 90% of recipients of handwritten PENSAKI letters will remember receiving the letter positively. Use this priceless advantage e.g. for a follow-up call.

Don't suck at following up! It's the ultimate differentiator

Even the best (cold) handwritten sales letter is often only the equivalent of a first professional “knocking on the door” or a first introduction. Especially in sales, first impressions can make all the difference between creating an opportunity and not being able to even open a sales opportunity.  With your bespoke handwritten letter, you have already left an outstanding first impression. But now you need to follow-up to engage with your prospects.

Your bespoke handwritten letter might not trigger a direct reaction/response as it requires a bit more to do that (timing, relevance, priorities, etc.). So plan your sales campaigns right from the start in such a way that the follow-up call takes place a few days after the campaign has been mailed.

Tip: Ask by telephone whether the recipient has received the letter! If there’s one thing that too many sales reps suck at, it’s following up. It’s the same old story—you don’t want to be annoying, so you play it safe. But you need to develop a follow-up strategy that will get you more clients and help you close more deals.

According to some internet research 80 percent of sales require 5 follow-up calls. Unfortunately 44% of salespeople give already up after one follow-up call. 

Testimonials: See what our customers are saying about us

handwriting services satisfied customer

Anna Brunner

fifteenseconds.co

"We have invited several thousand executives to our festival with handwritten Pensaki invitations and the response was great."

lead generation successful results

Michaela Seika

Oracle Deutschland

"Good old handwriting boosts leads for DIGITAL Oracle Eloqua CAMPAIGN. Lead conversion rate of around 40%! Like it."

Einladungen in Handschrift von Pensaki

Stephan Kreissler

FORUM MEDIAPLANUNG

"We've achieved an attendance record at our event and received a lot of great feedback, largely due to the handwritten invitations from Pensaki."

handwritten invitations from pensaki are beautiful

Charlie Hutton

Bestselling Marketing Author

Pensaki is possibly the coolest marketing service I've seen, and this is due to their on demand, handwritten, direct mail services"

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