B-to-B insights: 57 Channels (And Nothin On?)

But if you have an aggressive outbound phone program, you can test the relative effectiveness of your catalog by not mailing it to one panel. Instead of referring customers to the catalog, your sales team tests the effectiveness of driving those customers online.

One B-to-B marketer that supported independent sales reps with catalog mailings discovered that it received a lift in sales when mailing the reps' segments, but not in contribution. Essentially, the additional sales only covered the additional costs, which allowed those catalogs to be redirected to more profitable segments.