B-to-B Prospecting: Dig Deeper for Better Names
There are two added benefits of these models. You don’t have to let other mailers rent your names, and you don’t have to share your data — factors that concern some catalogers regarding Abacus (considered by many marketers as completing the trinity of major players in B-to-B catalog cooperative databases). So why would any cataloger participate in a so-called “black box” co-op? Lowenthal says it straight: “Abacus is working.”
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.
