Reach Buyers With Your B-to-B Appeals
July 2005
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Often, the name associated with a record on a b-to-b list is the purchasing agent, not the actual buyer. If you are mailing the right list for your target audience, but only pulling marginal performance, test mailing to a title slug to boost response, suggests Ed Larkin, director of business development at MeritDirect. To get an idea of which title slug may work best, survey your housefile to see which titles appear most often.
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