Improve Your Site Penetration
B-to-B marketers always are looking to grow their site penetration—that is, the number of individuals at a current customer site who purchase from them. To grab a greater share of a customer’s business, consider mailing non-buying prospects at buying sites, suggests Mary Ann Kleinfelter, marketing director at Carus Publishing. Kleinfelter is a well-known direct marketing expert with experience in both business-to-consumer and business-to-business marketing, and has worked for such firms as Sylvan Learning Center, Bedford Fair Apparel, Delta Education, PaperDirect and Daytimers.
According to Kleinfelter, these prospects can be identified by running inquiries, leads and rented lists against your housefile. If the company name of the lead or prospect matches the name of a company currently buying from you, but the individual’s name is different, he or she is a prospect at a buying site. These prospect names, notes Kleinfelter, usually outperform prospects at non-buying or prospect sites.
Mary Ann Kleinfelter can be reached at firstname.lastname@example.org.