The most basic form of response tracking requires direct marketers to determine which promotions generate the most sales, orders or inquiries for lead generation. Tracking activity to the promotion that generated it has always been a challenge, especially for B-to-B marketers. The number and complexity of those challenges keeps increasing, but the payback is becoming even more attractive as the latest postage increase makes B-to-B print materials more costly. Fortunately, there are many options B-to-B marketers can use to gain insight into how different promotions perform. A Complex Process Business buyers range from purchasing agents at extremely large technical companies who place orders
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