B-to-B Marketers Find Corporate Gifting Wildly Successful—When Infused With Data

Companies use presents to break through digital distractions, using data to weed out bad swag

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What distinguishes a good business gift from a bad one? Where it ends up after you open it.

According to a survey of 158 b-to-b marketing leaders released late last year by Forrester Consulting and direct-mail marketing firm PFL, 81% say they are very likely to open a package that arrives for them at work.

Meanwhile San Francisco-based b-to-b gift sending platform Sendoso found that while 96% of company decision makers felt overwhelmed by the sheer number of people trying to get their attention, 79% said receiving a gift from a vendor influenced their decision to take a meeting.

Direct mail is a part of that gifting process.



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