B-to-B Prospecting: Dig Deeper for Better Names
The Value of Net/Net
Some mailers arrange net/net agreements with a variety of lists, especially from trade associations and magazine titles that cater to the same niche. These mailers go into their merges with the intention of identifying and mailing multibuyer prospects. The resulting lists may be small, but the multibuyer hit can help identify the likelihood of purchase.
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.
