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Direct Marketing, Direct Mail Marketing Featured Articles

Find articles on direct marketing, target marketing, direct response and direct mail. Access links to direct marketing resources.

How To Improve the Quality and Cost of B2B Leads - Before the Campaign Launches
by Jeff Kostermans, CEO, LeadGenesys
"I don't care how stretched the marketing budget is or how tough the market is, we need more and better quality leads ASAP!"   Ask any marketer responsible for lead generation whether she or he has heard this from someone in senior management or sales lately and you'll most likely hear an exasperated "Yes, of course".
8 Keys to Optimizing the B2B Lead-gen Budget
by Jeff Kostermans, CEO, LeadGenesys
Here are eight keys to boosting B2B lead-generation and optimizing the lead-generation budget.
Direct mail: Don't get lost in the details
by M. H. "Mac" McIntosh, President, Mac McIntosh Incorporated
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.
What percentage of your business-to-business marketing communications budget should be spent on database marketing?
by M. H. "Mac" McIntosh, President, Mac McIntosh Incorporated
Most b-to-b marketers appear to spend 90-95% of their budget on image, awareness and lead generation, and only 5-10% on database marketing. I think this budgeting approach is dead wrong.
Clean up your sales & marketing database
by M. H. "Mac" McIntosh, President, Mac McIntosh Incorporated
It can be a big waste of money and time to market to someone who isn't there to receive your message. It can also be costly to keep mailing or calling contacts who are not interested in what you have to offer.
Alternatives to handling responses to marketing programs in-house
by M. H. "Mac" McIntosh, President, Mac McIntosh Incorporated
Is there an alternative to handling them in-house? Fortunately, there is. The answer is to hire one of the high-tech response management service companies that assist business marketers with inquiry handling or sales lead management. Today's response management/inquiry handling/sales lead management/contact management services.
28 Ways to Optimize Direct Mail Design
by Jeff Kostermans, CEO, LeadGenesys
Marketing via direct mail has a number of advantages over branding and other less targeted mediums.
How To Drive Top-of-Mind Awareness With Prospective Customers
by Gordon G. Andrew, Managing Partner, Highlander Consulting

For B2B businesses, making a prospect's "short list" of candidates is a critical step in the sales process. To get there, prospects must remember who you are when they're ready to buy.


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