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Mac McIntosh Profile and Articles
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1). B-to-B direct mail: Don’t get lost in the details
It seems that we business-to-business marketers too often get caught up in the details of direct marketing, rather than concentrating on the things that are most important: the list, the offer and the results.
Stop worrying about the unimportant details such as whether it is better to use gray paper or white for your B-to-B direct mailer. It really doesn’t matter what color paper you use—if you’re mailing to the wrong people with the wrong offer, your campaign is going to bomb.
2). Targeting Your B2B Lead Generation Efforts
When searching for prospects to buy your products or services, you want to find those companies who have a problem for which you have the solution. The methods you use in finding and contacting those companies will determine if your business-to-business lead generation efforts will be a success or a failure.
Begin by creating lists that rank your current customers in three categories:
• Gross revenue.
3). Persona Based Marketing: Powerful B2B Marketing Tools For Connecting With Prospects & Customers
Meet Bill, he’s the owner and CEO of a growing, mid-sized manufacturing company. Bill is in his early 40s, wears glasses and tries his best to squeeze in an early-morning workout whenever he can. He prefers to wear golf shirts and khakis, donning a suit only when he has to. Bill drives a late model SUV with a booster seat in the back seat for his four-year-old daughter.
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