3 Ways Past the B-to-B Gatekeeper with Direct Mail
3. Appeal to a Gatekeeper Directly
You can also target gatekeepers directly with offers, freemiums and premiums that address their responsibilities as employees.
Bly cites an example of a classic 9" x 12" mailing that was addressed to the prospect and had a smaller envelope spot-glued to it, addressed "To the Receptionist." The smaller envelope explained the benefits of how and why the boss would profit if he or she had this great technology. Bly says the mailing was a "keeper" because it also offered an incentive for the gatekeepers where they could return the reply card and get a premium or discount.