Here are six circulation tactics meant to help you attract a greater amount of qualified buyers for your business-to-business (b-to-b) catalog.

By Mindy Allen and Steve Trollinger

Determine Your True Responders

Imagine this scenario: You got an amazing response on a list you tested. The datacard defined the demographic as 70-percent engineering managers, so that must be the audience you captured, right? Not necessarily.

To determine who actually responded, not just who was mailed, compile job titles by source code. This exercise could reveal that although you mailed to a list claiming to be mostly engineering managers, 80 percent of your new customers generated from the list were, say, design engineers.