B-to-B Prospecting: Dig Deeper for Better Names
For one B-to-B cataloger’s fall season, several Abacus segments consistently delivered results in the upper 10 percent of all its rented lists in terms of both response and average order value. These results aren’t unusual, says Abacus’ Vice President of Business-to-Business Stacey Hawes. “Transactional data for B-to-B works.”
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.
