B-to-B Prospecting: Dig Deeper for Better Names
Though the universe of business names may not be growing, the number of techniques for reaching them has exploded. For many catalogers, testing a variety of these options for acquiring prospecting lists is no longer an option. It’s a necessity for future growth.
George Hague is senior marketing strategist at J. Schmid & Associates, a catalog-consulting firm in Mission, Kan. You can reach him at (913) 236-8998 or at georgeh@jschmid.com.
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.
