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(Direct) San Francisco–The nation’s institutions–schools, hospitals, city and county governments, libraries, religious institutions–represent a $4.1 trillion annual market, are largely resistant to recessions, and very often are predictable, steady buyers
Lake Forest, IL-based W.W. Grainger reported a 6% increase in third-quarter sales, to $1.5 billion for the three months ended Sept 30.
I’ve found that companies often remove people from their databases far too soon–especially considering the potential lifetime value of the prospect and his company.
How consumer prospect databases require us to change how we think about and execute
o list rental agreements
o the list use approval process
o strategic analyses
o what we learn from the strategic analyses.
Computer reseller CDW Corp. has agreed to acquire Berbee Information Networks Corp., one of the country
By focusing on titles, marketers have been targeting the wrong people: Role or function is the best indicator of response, and title is not the best indicator of function.
Aramark Corp., the food services and facilities management firm that also owns a $425 million-plus direct division, has agreed to a $6.3 billion buyout
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
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