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

Some compilers specialize in particular markets, such as SK&A, which is known for its expertise in compiled lists of physicians and other healthcare professionals. Some list management companies, such as American List Counsel, also offer proprietary compiled lists.

A good list broker can help you determine which lists may be suited to your target market. Since list brokers are commissioned by the list owners, their recommendations should be based solely on which files will provide the best results for the mailer. Also, list brokers typically can negotiate better rates because of their purchasing power.