Circulation Strategies That Measure Up

Four critical components can help you create business-to-business (b-to-b) circulation strategies that measure up. While each may not apply to all b-to-b catalogers, they are: a goal, a tracking plan, good metrics and benchmarks, and buy-in.

A cataloger’s ultimate goal is to establish a driving force behind a successful contact strategy. Are you striving to grow the buyer file, generate more leads, increase profits or drive up revenues? Each will have a different path.