Jean M. Gianfagna

Jean M. Gianfagna
Fishing for B-to-B Fortune

Your B-to-B direct marketing campaign is in the mail. You’ve reached the inboxes of the decision-makers you targeted, despite the best efforts of the gatekeepers who guard them. Your phones are ringing, Web traffic is up, and leads are coming in. Your campaign is a hit! You already can visualize the higher numbers on next month’s sales reports, the kudos from your boss and the vice president of sales—maybe even that raise you’ve been hoping for. This happy scenario is the outcome B-to-B marketers dream about when they use direct mail to generate sales leads. Depending on the target audience and the product or