Listed below are 12 ways in which you can use customer information to help you build stronger relationships with your business customers. In general, you should always include in ads–and Press Releases–an offer for something other than "more information." Items you offer through any medium should be of intrinsic value, tangible, and carefully targeted to the status of the recipient: Suspect, Prospect, Customer, Client, or Advocate.
Write a Special Report or "White Paper" on technology or industry dynamics related to your product and send it to your customers.
Develop case studies of successful implementations of your product. (Get permission early and have these on file.) An example case study might be "7 Ways XYZ Widgets have saved companies like yours more than $X million!" (note the specificity of "7 Ways" and "$X").
Profile client companies who are successful. "Meet the pros who are making a difference in astrophysics today!" (Can be any level - CEOs, engineers, etc.)
Test results of product performance – trade publication reviews and articles on such performance.
Conduct an annual industry survey on some vital issue (executive salaries, corporate marketing practices, product or corporate performance benchmarks). Publish the results and mail it to customers.
Send press releases on new product announcements to customer/prospect segments. Include information for requesting product brochures.
Send reprints of articles on your company or products that were in newspapers or periodicals.
Send reprints of your ad campaign with a note (e.g., "in case you missed our ads when they ran in xyz and abc, we're sure you'd want to see them").
Invite customers to informational (product or industry) seminars.
Develop product videos to send to customers (this can be integrated into all of the above mailings and offers, when properly targeted).
Create a Newsletter to be sent out periodically to your customers.
Send out Annual Reports that not only look back on the past year, but also explain what to look for in the coming year.