The B-to-B Mailer’s Rules of the Road

Who is the decision maker? The person with the title who is the end user, may not, in fact, be the person who OKs a purchase. Thus, the mailing must be considered—or phone call must be taken—by someone else. Frequently, big purchase decisions are made by committee.

The sales cycle in business—especially for higher-end purchases—often requires a far longer selling cycle (and therefore more contacts) than marketing to consumers.