7 Tips for Targeting Customers

1. Measure everything. Measure campaigns, Watson said, by capturing the source of orders and conducting matchbacks. Order sources can be captured through customer and catalog numbers, unique toll-free numbers, unique URLs/landing pages and product numbers.

2. Segment your mailings based on buying patterns, Anderson said. Segments within the B-to-B market include facility type (school, church, hospital, nursing home), SIC codes, number of employees and for-profit vs. not-for-profit. In the B-to-B environment, the number of employees and the size of the facility are generally your more important demographics.