Foodservice equipment supplier Edward Don & Co. employs a targeted marketing strategy that helps it deliver the right message to the right person at the right time.

By Alicia Orr Suman

Says Baiden, “Typically, we found the best way to locate prospects is through our sales reps. In prospecting, we ask them to identify potential accounts in their areas, since they always have new business targets. Some large accounts give us decision-makers’ names in their facilities and ask us to mail to them.”