Fort Lauderdale, Fla.

A shotgun approach may be fine for duck hunting, but not if you’re hunting for prospective customers in a business-to-business environment, according to Terry Jukes, founder and CEO of Fort Lauderdale, Fla.-based consulting firm, B2B Direct Marketing Intelligence. Instead, Jukes recommends B-to-B marketers take a more focused approach. “Test more single-minded offers. Time and again, I see B-to-B direct marketers mail ‘the kitchen sink’ and hope that something attracts a new customer. While I agree with communicating the complete range of what you sell, often the message can become confusing, when a 50-page catalog is the offer,” he says. “Think about your audience by list

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