The B-to-B Mailer’s Rules of the Road
Out-of-Date Business Lists
True, dozens of electronic dossiers exist on each business—its size, number of employees, employee titles, annual sales, square footage and whether it rents or owns its space, SIC, number of years in business and, of course, the address and phone number.
But in direct marketing, businesses are not the customers. People are. And while the names of many of the employees are known, consider this:
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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