Print That Performs: The Rules of B2B Catalog Marketing

Print catalogs are among the most attractive pieces of print collateral. They feel good to hold. They offer abundant surface area for design details and finishes. They are, frankly, fun to flip through and fantasize about everything you could be ordering.

However, while all of that emotional appeal is real and impactful, it’s also hard to track. There’s no ‘prettiness-to-revenue’ ratio that you can analyze when trying to decide of a print catalog is right for your business. So in this blog, we want to move beyond design ‘trends’ and focus on the elements of a catalog that have the greatest measurable impact on outcomes.

Targeted and Personalized for Higher ROI

Modern B2B print catalogs can be highly personalized, tailored to the details of the recipient like:

• Vertical market
• Account tier
• Distributor type
• Buyer role

This is best achieved via variable data printing, a technique that allows for automatic individual customization during the printing process. It allows for all manner of changes from copy to copy, including unique covers, individualized messaging, region-specific pricing, and customized product listings and collections. 

Research shows these kinds of personalizations pay off. According to a survey conducted by McKinsey, they can reduce customer acquisition costs by as much as 50%, lift revenues as much as 15%, and increase marketing ROI by as much as 30%.

Built for Conversion, Not Just Awareness

In one survey conducted by The Harris Poll, 78% of respondents said they appreciated digital enhancements added to the physical shopping experience. With this fact in mind, it’s best to think of modern print catalogs as a bridge, connecting users in the real world to a digital ecosystem built specifically to address their needs. Digital integrations like QR codes, personalized URLs, CRM integration, and trackable landing pages keep consumers engaged, encourage exploration, streamline the purchase process, and build long-term affinity. 

Sales Enablement & Brand Credibility 

Finally, printed catalogs continue to be highly effective as both trade show takeaways and sales leave behinds, serving as a tangible example of the qualities you want to highlight in your brand - durability, aesthetic appeal, practicality, value, professionalism, etc. Each physical characteristic of the booklet can help you construct your desired impression, including:

• Paper weight
• Paper texture
• Finishes
• Binding technique
• Color accuracy
• Dimensions

With targeted, personalized, trackable, sales-driven, and top-quality print catalogs, you’ve got an all-start B2B sales tool in your hands. A product that turns heads, supports sales decisions, and presents your brand at its absolute best 24/7.