>> Article Archives >> Direct Marketing >> Target influencers to sway business-to-business sales

Direct Marketing
Target influencers to sway business-to-business sales
By M. H. "Mac" McIntosh, President, Mac McIntosh Incorporated

Database marketing can be an extraordinarily useful tool for enhancing relationships with business to business influencers and decision makers.It also can be used to measure the return on investment in influencers.

Business-to-business marketers, like their counterparts in the consumer sector, know the effectiveness of database marketing in communicating with decision makers. What they may overlook is the key role of influencers in the business-to-business buying decision. 

Influencers include individuals who can affect a marketer's sales results and help find prospects within the business market but who typically do not make the decision to buy the product. The influencer, who holds a position of credibility and influence vis-

M. H. "Mac" McIntosh is described by many as America's leading authority on inquiry handling and sales lead management. He is president of Mac McIntosh Incorporated, a sales and marketing consulting firm specializing in helping companies get more high-quality sales leads and turn them into sales. To request a free subscription to his newsletter, Sales Lead Report, contact him at: Mac McIntosh, Inc., 601 Pendar Rd. North Kingstown, RI 0-2852-6620 Phone: 800-944-5553 or 401-294-7730. Fax: 800-944-5513. Email: Web:

More articles by M. H. "Mac" McIntosh
More articles on Direct Marketing