B-to-B Prospecting: Dig Deeper for Better Names
Why Quality Matters
One B-to-B cataloger not long ago discovered a key fact about his customers’ lifetime value: New customers who ordered less than $50 worth of merchandise in their original purchases caused his company a serious problem. These customers made a second purchase less than half of the time, compared to the new customers who purchased more than $50 worth in their first go-round. Why the difference? In a word: SoHo (or small office/home office). Drumming up business from SoHo customers is a great way to make a few bucks on the side, but it can wreak havoc with B-to-B marketing.
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.
