By German Sacristan, Principal Analyst of Production Printing at Keypoint Intelligence
In a world overwhelmed by digital noise and AI-generated content, print is still relevant. It is building trust, creating impact, and driving stronger results.
Learn how leading print professionals are shifting the way they sell print to deliver more value, stronger results, and lasting customer partnerships.
Even though print in general isn’t growing, digital printing through high value and targeted communication (customization) is expected to grow as the forecast below shows:
Direct mail continues to dominate digital print volumes, and they are projected to grow steadily over the next several years. Brochures and catalogs are also expanding in the digital printing space, reinforcing that print still is a critical channel within the marketing mix.
The print providers who will win are not the ones selling specs and price. They are the ones helping customers understand where, how, and why print works best within a specific marketing campaign.
This is about moving from vendor to partner.
Start with Strategy, Not Output
Every successful marketing campaign starts with one thing: a clear sales strategy.
Marketers, like sales professionals, aim to maximize results. But too often, campaigns are launched without first defining how different customer groups should be approached.
Not all customers are the same:
- High-frequency vs occasional buyers
- Loyal vs non-loyal customers
- Buyers of different products or services
So why have the same sales strategy for everyone?
The reality is that many campaigns still rely on minimal personalization—often just a name and address—because deeper customization can feel complex, costly, and time-consuming.
But this is changing.
With today’s technology, especially AI, marketers can more easily segment customers by:
- Purchase size
- Frequency
- Buying product history
This requires a segmented sales strategy which will enable smarter, more targeted campaigns that deliver better results.
Opportunity for print providers:
Challenge your customers. Ask:
- What’s the sales strategy behind this printing job?
- Should everyone receive the same message?
By guiding them toward segmentation and smarter targeting, you move the conversation from print specs to campaign effectiveness.
Execution Matters: Where Print Creates Impact
Even the best strategy fails without strong execution.
Once customer segments and customized sales strategies are defined, the next step is how to communicate effectively with each group.
This is where print adds great value and becomes a powerful differentiator.
Three Essentials of Effective Campaign Execution
- Capture Attention & Elevate Brand Perception
Print excels at breaking through digital clutter. - Direct mail engages the senses
- Premium finishes and embellishments elevate perceived value
- Personalization if relevant increases engagement
- Be Relevant
Relevance drives response. - Variable data printing enables tailored messaging
- Simple profiling (age, gender, behavior) improves communication
- Make It Easy to Act
Print connects seamlessly to electronic channels. - QR codes
- Augmented reality
- NFC tags
Print doesn’t compete with electronic—it amplifies it.
The Underrated Power of Print: Driving Word of Mouth
Marketers consistently seek the most powerful channel: word of mouth.
Print—especially when enhanced with creative finishes including embellishments—creates memorable experiences that people share.
The Real Opportunity for Print Providers
If you care about print, don’t focus on selling print.
Focus on where print fits in each marketing campaign and how it can compound success.
Selling products and specs will not drive growth.
Helping customers achieve better outcomes will.
This requires:
- A strategic mindset
- A consultative approach
- A focus on ROI, not output
In an AI-driven world, this is more critical than ever.
Because success is no longer about producing print—it’s about ensuring print performs.
Bottom Line
Print, thanks to the new technologies, is actually evolving.
And those who position it as a strategic driver of marketing success will unlock its full potential.
The good news is that the fundamentals of marketing—sales strategy and communication tactics—are already embedded in the DNA of every print sales professional. These are skills they apply instinctively and without thinking about it every day when engaging customers.
The opportunity is to become more intentional. By recognizing and leveraging this expertise, print providers can elevate their role—from selling products to delivering strategic value—and ultimately become far more effective in driving both customer success and print growth.
German Sacristan is a recognized thought leader in digital printing with nearly three decades of experience helping print service providers, brands, and agencies leverage print more effectively. Throughout his career, he has worked with leading companies including Xerox, Creo, Kodak, and HiTi Digital, guiding the adoption and growth of digital print solutions. An author and frequent speaker, German is known for translating industry insight into practical strategies that drive marketing impact and business growth.
