The B-to-B Mailer’s Rules of the Road

The Business Arena

This universe has roughly 13.6 million businesses of which 71 percent have fewer than 10 employees and 67 percent have revenues of under $1 million. What are their needs? Paper, writing implements, light bulbs, a bank account and a telephone. Beyond that, their needs and wants are all over the lot. Ah, you say, ABC Co. also needs cleaning supplies, a vacuum cleaner and toilet paper. Yes, but ABC Co. contracts an outside firm to come in and clean the offices at night. This means the cleaning company will purchase these supplies, not the end user.