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The Tangible Advantage: Direct Mail's Role in B2B Marketing - An Interview with Mike Gunderson

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

 

In this episode of Tech Marketing Trends, Brightvision CEO Jakob Löwenbrand sits down with Mike Gunderson, President of Gunder, to explore the tangible advantages of direct mail in B2B marketing. While many companies focus heavily on digital strategies, Mike explains why direct mail remains a powerful complement — helping marketers cut through digital noise, improve targeting, and create memorable customer experiences.

 

The enduring power of direct mail

Direct mail has long been seen as a consumer tactic, but Mike Gunderson argues it’s equally effective for B2B. Unlike digital channels that become saturated and increasingly costly, direct mail offers consistency, scalability, and a way to stand out in a crowded market.

“What’s great about direct mail is you can send as much or as little as you want, and it remains consistent. As you scale, the cost per impression actually decreases — unlike digital where competition drives costs up.” - Mike Gunderson

 

 

Real-world B2B applications

From SMBs to Fortune 500 companies, direct mail plays a role in different ways. Smaller businesses may benefit from local targeting, while enterprise campaigns can use creative touches like swag or premium mailers to capture attention.

“For enterprise, you might have a list of just a few hundred people, but each is highly valuable. That’s where more creative tactics — like video mailers or custom packages — can make a real impact.”

 

 

Overcoming modern challenges

With hybrid work and empty offices, one challenge is ensuring mail reaches the right recipient. Mike explains how data, AI, and list brokers help append home addresses and ensure messages find their way to decision-makers.

“Don’t underestimate how many professionals are still in the office, but where that’s not the case, data allows us to connect business and home addresses so mail still gets delivered effectively.”

 

 

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Driving engagement and conversions

Direct mail isn’t just about sending a package — it’s about integrating offline and online experiences. Today, QR codes and informed delivery from postal services make it easier than ever to track intent, measure engagement, and nurture leads across channels.

“QR codes changed everything. Not only do they make it easy to go from offline to online, but they also give marketers one-to-one attribution on every scan.”

 

 

Direct mail in ABM strategies

Account-based marketing relies on building strong relationships with targeted accounts. Direct mail can be a powerful tool in ABM by adding a physical, personalized touch that email alone can’t achieve.

“The biggest mistake in ABM is relying only on email. Adding a physical touchpoint keeps leads engaged, builds relationships, and helps push deals across the finish line.”

 

 

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