B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
B-to-B catalogers should run tests to determine the incremental differences between their catalog marketing and outbound telesales vs. the combined effort of the two. They’ll likely find that the whole is greater than the two parts in terms of both sales and ROI. Regardless of whether the sales staff or the catalog effort can lay claim to the bulk of the sales, there probably will be elements in both that need to be improved. That’s where coordinating the two efforts pays dividends.
- People:
- George Hague
- XYZ
- Places:
- Mission, Kan.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
