Concentrate on What’s to Be Gained
It’s easier to justify a bigger budget for outgoing envelopes when doing lead generation in B-to-B. If a company is smart about its lead-generation, it looks at what could be gained and it thinks in those terms.
Tighten the database, develop something that prospects cannot ignore, line up the killer sales force for follow up, and develop an outstanding package with an envelope or carrier that can’t be missed in a business mail pile.
—Carol Worthington-Levy, partner, creative services, Lenser