Multichannel Marketing for B2B Marketers

The Mental Health Seminar Attendees from PESI Business Mailing List includes 232,505 mental health seminar attendees. Files are selectable by hotline, course heading, job title, number of employees and more. Phones are also available. continue reading…

Online marketing sites are buzzing with the revelation that a bad campaign can hurt a brand.

This finding was announced last week by Dynamic Logic, based on an analysis of over 170,000 creative executions (yes, that’s what the firm said). It shows that brand image and purchase intent are undermined when the creative “falls below its potential.”

All well and good, but the real takeaway for us is in this line: “Not enough time is spent producing and testing high quality ads.” (Emphasis ours). continue reading…

Say this for the human spirit: It always finds a way.

There were no computers 100 years ago, and no Excel files. But B2B businesses sent direct mail, and harvested their leads, just as we do now.

Still, it wasn’t easy.

Let’s say you wanted a list of dealers who had “bought a thousand dollars last year and had paid promptly when due.” You had to go into the accounting department’s card file and “pick out all the cards on which the postings showed the conditions in questions to have been met,” Scientific American reported in its November 1916 issue. continue reading…

Industrial marketers are cutting back on trade shows and spending more online. Those are among the findings of a survey done by GlobalSpec, the B2B search engine company. continue reading…

Is there anyone more slow on the uptake than the poor British direct marketer? Send an inquiry to one, and you’ve got a 25% chance of never getting a reply, according to a study by the British DMA.

The DMA emailed 100 companies to request brochures. A quarter failed to respond. And the average reaction time for those that did fulfil was 3.6 days (although that’s a slight improvement over 2005). continue reading…