Episode Overview

Title: The marketing tactic everyone's sleeping on right now
Podcast: MarTech Podcast ™ // Marketing + Technology = Business Growth
Host: Benjamin Shapiro
Guest: Ryan Ferrier (CEO, Lob)
Date: January 23, 2026

This episode explores a "forgotten" marketing tactic poised for resurgence: direct mail for B2B marketing. Benjamin Shapiro interviews Ryan Ferrier, CEO of Lob, about innovative approaches that blend traditional mail with modern technology, and why direct mail is currently an underrated and high-performing channel.

Key Discussion Points & Insights

1. The Overlooked Power of Direct Mail in B2B

[01:23]

• Ryan Ferrier highlights: Most marketers think of direct mail mainly for B2C, but it’s highly effective in B2B—especially to engage stakeholders within target accounts.
• Example: An eCommerce retailer moving upmarket designed a campaign using:
  • Curated email touches
  • LinkedIn ads
  • Direct mail sent to the top 100 B2B prospects (targeting senior roles like CMOs, VPs of CRM)

Ryan Ferrier:
“One thing that people are sleeping on... is actually sending direct mail for B2B purposes... they hit all of these businesses, not just end consumers, with a direct mail piece.” [01:23]

Key Takeaway:
Combining digital and physical channels, especially targeted direct mail, can break through digital clutter and drive impressive engagement.

2. Innovating with Direct Mail & Voice Technology

[02:16]

• The host describes a voice/AI integration:
  In past direct mail campaigns, recipients could use a voice assistant (like Alexa or Google Assistant) to say a code and unlock special offers from the mail piece.
• While initial voice chat adoption slowed, there's renewed hope as AI integrations with virtual assistants improve.

Host:
“When you get a piece of direct mail, you could say ‘Hey Google’... and say a secret code word and it will tell you the offer that you get from your direct mail piece... I think it’s coming back now that we have artificial intelligence...” [02:16]

3. Real-World Example: Alexa & Automated Mail

[03:08]

• Ryan shares an early experiment in voice-activated direct mail:
  • Their VP of Solutions built an Alexa app that let users send a physical mail piece—just by talking to Alexa, no keyboard required.
• Demonstrates marrying old tactics with modern tech to reduce friction and surprise recipients.

Ryan Ferrier:
“Our VP of solutions... created an app on Alexa where he actually used Alexa to send a mail piece. So he said, you know, ‘Hey, Alexa, I’d like to send a mail piece to XYZ’ and literally never interacted with a keyboard and was able to send a mail piece.” [03:08]

Notable Quotes & Memorable Moments

• Ryan Ferrier:
  “If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.” [00:47]

• Host (on innovation nostalgia):
  “What's old is new again when it comes to direct mail.” [03:40]

• Host (wrapping up):
  “Just focus on keeping your customers happy.” [04:36]

Timestamps for Important Segments

• 00:25 - 00:47: Setting stage—current digital marketing tactics and stats
• 01:23 - 02:16: The overlooked potential of B2B direct mail
• 02:16 - 03:08: Integrating direct mail with voice assistants and AI
• 03:08 - 03:40: Real-life Alexa direct mail experiment
• 03:40 - End: Key takeaways; recapping why direct mail is poised for resurgence

Summary

This episode unpacks why direct mail—especially in B2B—is a marketing tactic worthy of renewed attention. Ryan Ferrier shares both data-backed results and clever innovations, such as leveraging voice assistants to send and interact with mail. The overall message: blending the tactile impact of direct mail with digital and AI tools offers a significant, untapped opportunity for brands looking to stand out in crowded digital channels.