There may be as many as 15 or 20 individuals at a company who influence a business-to-business sale. For that reason, the b-to-b marketer must include in his customer and prospect database a rich matrix of influencers.
It can be a big waste of money and time to market to someone who isn’t there to receive your message. It can also be costly to keep mailing or calling contacts who are not interested in what you have to offer. So it’s important to keep your database clean. Here’s a few suggestions on how to do it.
Want to improve your results? Mail to all the influencers in the customer company
If your company is still not convinced that chat is right for your marketing team, it
Targeting inactive customers is the business-to-business mailer
When searching for prospects to buy your products or services, you want to find companies that have a problem for which you have the solution.
Glen Ellyn, IL-based direct marketing service provider GlaserDirect has introduced B2BPredictor, a profiling and data-enhancement tool for business-to-business marketers. The company says B2BPredictor builds on traditional profiling efforts by measuring …
Chicago–Consumer catalogers have embraced co-operative databases for years. Business-to-business marketers are finally following suit.
Matchbacks on business-to-business files are more complicated than on consumer files. If you title slug, the only way to match is at the address level. If you mail by name, the match rate is low because often the contact person has changed.
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