New Developments in B-to-B List Acquisition
February 15, 2013

To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. Marketers can find just about every target company, title and job function they need from traditional list suppliers. Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle. Let's look at what's new in B-to-B lists these days

Prospecting to IT Buyers: How Nine Data Vendors Stack Up
August 3, 2012

Buyers of information technology (IT) are one of the most valued audiences targeted by business marketers. Globally, these professionals spend $3.6 trillion on hardware, software and technology services. My colleague Bernice Grossman and I recently investigated the availability of prospecting data available to tech marketers for reaching this desirable group, and we found some surprises.

Customer Onboarding
January 1, 2011

How you choose to begin the relationship with new contacts, and what you learn about them, will have a direct impact on how well you stay connected with them and, ultimately, whether or not you bring them onboard as customers.

Does 'Can Spam' Travel?
October 1, 2005

By Nick Martin Companies that do business around the globe tend to focus most on the legislative framework of their home countries, and embed local best practice and laws into company policy. The trouble with this approach is that underlying law differs markedly from one region to another. When organizations then try to apply rules from one region to another, unforeseen consequences occur that prevent them from performing to their potential. A set of fixed concepts applied uniformly will inhibit the effectiveness of direct marketing in other regions. Thinking global, but acting local is key to gaining and retaining the trust of your prospective