Why SaaS Companies Should Re-focus on "Corporate DM" ~ New Lead Acquisition Strategy

Today's BtoB marketing for SaaS companies tends to be inevitably biased towards digital measures.
Online measures such as content marketing, web advertising, and email marketing have become the main battlefield for lead generation.
However, recently, there are increasing voices saying that "online efficiency is hitting a ceiling."
As competitors increase, CTR (click-through rate) falls, and CPA (cost per acquisition) continues to rise.
As a result, many companies are facing the challenge that no matter how much advertising they do, it is "not seen, not reached."
That is why "Corporate DM (Direct Mail)" is being re-focused on.
Analog DM creates a "physical touchpoint" that is difficult to obtain through digital measures, and has an effect that makes it easy to remember.
In this article, we will organize the basics of "Corporate DM," and explain why SaaS companies should rethink this method now and how they should utilize it.

1. Definition and Characteristics of Corporate DM

Unlike general DM, Corporate DM focuses on providing information about products or services aimed at solving business issues.

The biggest feature of Corporate DM is that because the recipient is a corporate representative, it is evaluated based on logical criteria rather than personal emotions. Therefore, content creation that emphasizes the following elements is required rather than emotional appeals.

2. Differences in DM Approaches Between B2B and B2C

There are major differences in approach and content between B2B (for companies) and B2C (for individuals) DM.

In SaaS company B2B DM, because the actual user and the purchaser often differ, message design that satisfies both on-site problem solving and management-level investment judgment is extremely important.

Note that in the case of BtoC, purchasing decision-makers and users are consistent, so the way of thinking about message design is also different.
As an example, please see the BtoC case below.

Related page: "Docomo Hikari / home 5G" Stimulating Action with DM That Resonates with the Target

3. Difference between corporate DM and legal entity DM

What is often confused when talking about DM is the difference with "Corporate DM for Sales" (Hojin DM).

Corporate DM: All direct initiatives for inter-corporate marketing purposes (includes a wide range of formats such as mail, digital, FAX, etc.). Includes awareness expansion and relationship building.

Corporate DM for Sales: Direct initiatives limited to sales activities performed by sales representatives. Specialized in uncovering individual projects and obtaining appointments.

The "Corporate DM" handled in this article refers to a strategic communication channel led by the marketing department aimed at lead acquisition and relationship building for SaaS companies.

Now that online initiatives are becoming saturated, the physical approach brought by Corporate DM offers the following three benefits to SaaS companies.

1. DM Creates "Memorable Contact" Through Physical Touchpoints
Unlike emails that get buried in folders, paper DM has a presence that ensures it is actually handled.

By being touched by hand and left on a desk, it delivers "contacts that are much easier to remember" to the customer than digital methods.
Precisely because we are in an information-saturated era, this "real experience" becomes a differentiating factor that leaves a strong brand recognition and impression.

2. High Affinity with ABM Strategy (Target Company-Limited Marketing)
In an ABM (Account Based Marketing) strategy targeting specific high-value companies, Corporate DM is one of the most effective tools.
By pinpoint-sending personalized DM to specific target companies, you can increase the probability of business meetings compared to initiatives where identical content reaches an unspecified number of people like web advertising.

ABM: A sales method of performing individual approaches to high-value customers and companies

3. Complementary Role in Online Initiatives
Many SaaS companies have "inactive segments" or "dormant leads" that cannot be reached through web advertising or email campaigns. Corporate DM serves as a powerful tool to attempt re-engagement with these segments from a new perspective.

With digital integration, it is also possible to measure online behavior starting from the DM.

Specific scenarios where SaaS companies should incorporate Corporate DM exist in three stages, from lead acquisition to customer retention.

1. ABM Strategy: Increasing Conversion Rates with Personalized DM for Specific Companies
Extract target companies you particularly want to approach from CRM data such as Salesforce, and send personalized DM tailored to that company's industry and challenges.
By analyzing website information and competitor trends and incorporating 1-to-1 messaging, you can resonate with the person in charge and increase the conversion rate to business meetings.

2. Dormant Lead Awakening: Re-engagement with Paper DM + QR
Every SaaS company has inactive or dormant leads that have requested materials or participated in webinars in the past but no longer open emails.
For this segment that digital initiatives cannot reach, send paper DM. By attaching QR codes or personalized URLs to the DM, you can attempt to redirect them to your website. The physical touchpoint acts as a trigger for re-engagement, returning the lead to an active state.

3. Upsell/Cross-sell measures: Follow-up and plan expansion of existing customers
DM is also important for existing customers. We send DMs that encourage follow-ups on usage status and upsells/cross-sells to higher plans and related services.
Especially before contract renewal, sending thank-you messages and new usage examples as a letter contributes to customer satisfaction and customer retention.

Modern Corporate DM is not just a piece of mail. By linking it with digital tools, it has become possible to perform effect measurement and run PDCA cycles, just like online advertising.

1. Data Utilization Linked with MA/CRM

By centrally visualizing openings, inflows, and reactions—such as website visits and document downloads after sending the DM—using CRM or MA tools, you can connect them to the next sales action.

2. Inflow Analysis Through QR/URL Tracking

By including a unique QR code or tracking URL in the DM, you can accurately measure "from which DM," "who," and "when" they arrived.

3. PDCA Possible, Just Like Online Advertising

You can measure the effectiveness of each element—the target company list, creative (DM content), and scenario (follow-up after DM)—and execute data-driven improvements (PDCA).

This makes Corporate DM not just an analog promotional tool, but an important component of strategic digital marketing.

For SaaS companies to succeed in corporate DM measures, "design" is important just like digital measures.

1. Targeting Design: List Accuracy Based on "Industry/Challenges"
To prevent DM from becoming "junk mail," maximize the accuracy of the "list" of who it is sent to. Based on data such as industry, company size, and specific challenges, extract companies from your CRM where your SaaS will resonate most. Identify the department and position of key persons (decision-makers or end-users) to optimize the DM addressee.

2. Creative Design: Construction of "Challenge -> Solution -> Experience"
To convey the appeal of intangible products like SaaS, we will refine the structure of the DM.

【Challenge Raising】 Engage with the specific challenges the target company faces to evoke empathy.
【Solution Presentation】 Clearly and simply communicate how your SaaS can solve those challenges.
【Experience Guidance】 Clearly define the hook for the next step (web redirection), such as demo invitations or case study articles.

In addition, it is important to aim for a design that matches your service's features and brand image.

3. Scenario Design: Advance Setup for Post-DM Web Redirection and MA Integration
DM is not just "send and finish." We design the next actions starting from the DM.

●Induction to a dedicated LP from the QR code described in the DM.
●Settings to automatically distribute special nurturing emails by linking MA tools to leads who visited the LP.

To maximize the effectiveness of DM initiatives, the key to success is to create a "series of scenarios connecting offline to online" in advance.

In SaaS company marketing, "Corporate DM" is,

● It is a "strategic contact channel" that transcends traditional "paper advertising."
● For SaaS companies biased toward online, it becomes an element for differentiation.
● It has extremely high utilization value as an ABM or customer retention (upsell/churn prevention) initiative.

Such roles and values are being redefined. While keeping digital initiatives as the backbone, intentionally build deep relationships with your highest-probability targets through analog methods. This might be the new common sense for SaaS companies in future B2B marketing.

BEEATS is a professional that has been supporting the resolution of various promotional and marketing issues for companies for over 48 years. In recent years, we have provided extensive support for lead development, such as trade show planning and construction for SaaS companies.
If you are looking for new solutions for your marketing issues, please feel free to consult us.

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Q1. Why are SaaS companies re-focusing on Corporate DM (Direct Mail) now?

A1. This is because the efficiency of online initiatives has reached a plateau, and there is a need to approach customer segments that cannot be reached digitally. Paper DM is being re-evaluated as a powerful means of differentiation from other companies in an information-saturated era, as it is easier to remember by creating physical touchpoints.

Q2. What is the difference between B2B Corporate DM and B2C personal DM?

A2. The biggest difference is that in B2B Corporate DM, the person in charge evaluates it based on logical criteria rather than personal emotions. Especially for SaaS companies, since the actual user and the purchaser often differ, message design that satisfies both on-site problem solving and management-level investment judgment is required.

Q3. Tell me the specific scenes where SaaS companies should utilize corporate DM.

A3. It can be effectively utilized in three main scenarios. The first is improving the business meeting conversion rate in ABM initiatives targeting specific companies, the second is unearthing dormant leads that digital initiatives cannot reach, and the third is follow-up initiatives that encourage upselling, cross-selling, or plan expansion to existing customers.

Q4. Is it possible to measure the effectiveness of the analog method, Corporate DM?

A4. Yes, accurate effectiveness measurement is possible by linking with digital tools. By including a unique QR code or tracking URL in the DM and linking it with MA and CRM tools, you can measure "which DM, who, and when" flowed to the website, and run PDCA.