March 24, 2021

Introducing the 2021 State of Sending: Welcome to the Human-to-Human Era

By Brittany Klokkenga

This post is brought to you by Sendoso Content Marketing Manager Brittany Klokkenga.

In 2020 the lines between B2B and B2C were blurred.

The COVID-19 pandemic and social justice conversations pushed brands to be more open and honest—and ultimately more human—bringing the “human to human” (H2H) concept of audience engagement to the forefront.

But last year’s shift in the B2B sector left us curious: Is H2H the new standard for B2B audience engagement?

Sendoso decided to find out. We surveyed hundreds of revenue leaders and looked at data from thousands of teams sending across the globe, finding 91% of respondents believe building a human connection with their buyers has become more important to closing sales since March 2020.

But that’s not all we learned. Here are four trends marketing, sales, and CX leaders are thinking about as we usher in the H2H era.

1. Digital Fatigue Has Increased and It’s a Massive Barrier to Customer Engagement

The overwhelming majority of respondents (80%) agreed that target audiences are fatigued by increased virtual and digital buyer/customer engagement efforts. And while virtual events have become a new norm, they’re not helping with personalization. Ninety-two percent of respondents agreed that virtual meetings, events, webinars, and conferences need to be more personalized and interactive to be more effective in the next 12 months.

2. Marketing, Sales, and CX Budgets Have Increased to Support Relationship-Building

Nearly three-quarters (72%) of respondents said their budget stayed the same or increased by at least 1-25% for 2021. Respondents aim to use this budget to acquire new customers, build stronger relationships with customers and buyers, and boost customer retention.

3. Human-to-Human Strategies Combat Digital Fatigue and Drive Sales

By being more human in their approach, revenue leaders said they can achieve higher client retention (64%), deeper client relationships (63%), and more closed sales (54%) as a result.

4. Sending Is a Competitive Advantage

The majority of respondents (79%) are planning to use sending strategies in the next 12 months— and there’s little surprise why. Sending is a tangible way to get in front of buyers and customers regardless of where they work, especially as audiences are overwhelmed with digital tactics.

The biggest advantages in using sends (direct mail, eGifts, experiences) cited by revenue leaders are standing out from the competition (65%) and the ability to be creative or personal (60%). Nearly three-quarters of respondents (71%) expect the amount of monthly sends to increase this year.

How Will You be More Human in 2021 and Beyond?

The H2H era is only just beginning. In this new landscape, your engagement tactics should be as unique as the prospects and customers you’re connecting with.

By employing human-to-human approaches—like sending direct mail, eGifts, experiences, and more—you’ll build deeper relationships and ultimately drive more revenue.

To learn how you can succeed in the era of H2H, check out our full report: 2021 State of Sending.

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