The Mx Group

The Mx Group is the 2nd largest independent, integrated B2B agency in the U.S. Our mission is to impact the marketplace for companies that impact the world. We create meaningful end-to-end experiences for B2B brands.

Burr Ridge Downers Grove Township, United States
Founded: 1989
Staff: 140


Brand awareness
demand generation
Content Marketing
content marketing strategy


Zekelman Industries

Sector Experience

B2B Services
b2b data solutions

Generating Demand With Direct Mailers

by Rachel Bykowski

The Need

Zekelman Industries is the largest independent steel manufacturer in North America. The company prides itself on being a family of companies, comprised of 100% domestic manufacturers. Wheatland Tube, a division of Zekelman Industries, was re-entering the mechanical tube market. The company needed to reintroduce their products to the industry in a way that would get the attention of busy general managers and purchasing directors.

The Solution

The Mx Group developed an impactful demand generation campaign that placed Wheatland Tube's brand and product in the hands of high-profile decision makers...literally. We created a dimensional direct mail piece that took industrial product samples to the next level. The “talking pipes” mailer contained samples of Wheatland’s mechanical tubing with personalized speech bubbles telling the recipient, “We want to work for you,” and opened the door for a follow-up call. To make sure the messages resonated, we:

  • Targeted a specific group of manufacturers across North America.
  • Immediately followed up with phone calls to set up appointments for the Wheatland sales team.
  • Made personalized service the center of the story.

The Results

By humanizing the pipes, Wheatland tube reported that appointments were set with 39% of the recipients. Most importantly, 62% of all appointments resulted in a sale and the start of a new business relationship.


direct mail
demand generation


Zekelman Industries