B-to-B Prospecting: Dig Deeper for Better Names
With 400 B-to-B mailers in the alliance, Hawes says that Abacus can mine that database of transactional information so prospecting works. As in most business marketing, site penetration plays a key role in its strategy. “Finding additional buyers at a business with which you already have a relationship will help you gain more of a foothold at that site,” she says. “These prospecting models are providing strong results.”
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.
