4 Tips to Help B-to-B Marketers Capitalize on the American Recovery and Reinvestment Act

Tracking the origin of orders can be very difficult. Wherein a business environment it's often possible to identify a sole decision maker, in an institution one may have to reach out to many and still also rely on the fact that peer groups of professionals communicate amongst themselves.

• Institutions have different job titles and decision-making processes than businesses.
• Purchase decisions are often made by highly trained, front-line staff — doctors, teachers, professors, office managers and local government administrators, for example.
• Because decision-maker names are often not available or easily identified on purchase orders, many don't appear on response databases.

4. Develop a state-by-state strategy.
Schools and local government agencies have experienced a period of unprecedented funding disruption, especially in states that have been most affected by the collapse of the housing market and pressure on financial institutions.