B-to-B Prospecting: Dig Deeper for Better Names
B-to-B catalogers’ prospecting list strategy has never been more important.
Why? “You have a universe of shrinking names,” says Kim Lowenthal, executive vice president at American List Counsel. “To put it simply, the volume of business names is less than before.”
Plain and simple, fewer names for prospecting can slow sales growth. And many mailers trace sluggish sales to list universes that shrank years before they felt the decline on their top lines.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
