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ROUND TABLE: Mail matters

In B2B, direct mail is fundamental. The ability to target and communicate with extremely specific audiences established the mailer as the bedrock of business-to-business marketing communications.

However, it's never been without its challenges: the accuracy of data is a perennial problem for anyone using B2B direct marketing techniques; creativity is often sorely lacking in business mailers; whilst an increasingly tangled web of legislation has restricted how marketers are able to exploit the medium. And these are only some of the issues facing B2B direct marketers.

As a consequence, and to find an answer to some of the conundrums facing B2B direct mail and its practitioners, B2B Marketing joined forces with Royal Mail to hold a round table discussion enabling leading practitioners to debate these issues, and provide some insight to the shape of things to come (see panel for attendees list).