B-to-B Prospecting: Dig Deeper for Better Names
No Longer an Either/Or
Which, of course, brings us full circle. For many B-to-B mailers, it’s no longer an either/or decision between using a more traditional list broker or Abacus. “You can mail so productively using the best of both worlds,” says Tuohy of Direct Media. “B-to-B mailers that fit their sweet spot can fill about 30 percent to 50 percent of their circulation with Abacus. That’s a lot of names left to fill. You still have to do all of the other basic blocking and tackling. You can’t get around it.”
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.
