B-to-B Prospecting: Dig Deeper for Better Names
Negotiating and managing multiple list agreements is easier said than done. “The simple solution is to use the Direct Media Data Warehouse or the MeritDirect database,” says Lowenthal, “though neither can give complete coverage of the available market.”
Mike Tuohy, vice president of Direct Media, explains the basic concept behind the list firm’s data warehouse. “Figure out all of your list agreements, your net/net arrangements, list sizes and merge work. All that’s done for you. Now you start.”
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.
