B-to-B Prospecting: Dig Deeper for Better Names
The marketer then can identify across a variety of lists by contact title, site penetration, SIC code and sales volume — potentially dozens of significant variables. “You can get up to your elbows with it,” Tuohy cautions.
Improving Results
List modeling techniques continue to improve. “You’re able to leverage the processing of a very sophisticated model,” says Pickering of MeritDirect. “It turns out that very innocuous pieces of information, when used together, can be very powerful.”
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.
