How to Manage Customer Touchpoints

In the business-to-business (b-to-b) arena, the stakes and risks are enormous. Marketers of large-ticket items who resort to traditional “band-aid” solutions miss the mark. A faulty database can squander a fortune since the average-sized order potentially could’ve been much larger, and the margin of error could be greatly magnified. Unlike the consumer catalog market, the b-to-b decision-maker typically is in a buying role for only about two years. Traditional, superficial mail verification doesn’t ensure you’ve made contact with the person who makes the decision to buy your products.