B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
2. Call lists. Direct marketers know the value of recency, frequency and monetary (RFM) segmentation from their response metrics. Although outbound sales forces know the same principle, it’s more intuitive. Though they may not succinctly articulate it, they usually know their best customers in terms of frequency of purchase over a given period of time.
- 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.
