Jim Wheaton

Having a CRM system doesn’t automatically mean you also have a marketing database. Despite what many marketers think, they are not one and the same. Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database. Coe and Wheaton recently launched a new co-venture, B2BMarketing.com, specializing in business-to-business data driven marketing.

Customer data mining is a complex process that involves highly trained professionals. Some companies handle data mining in house, while others farm it out, and still others follow a hybrid solution. Which option is right for you? Here are some factors to consider when you’re making this difficult decision. What Can You Afford? Most mid-size to large direct marketers have an in-house data mining department to handle at least some of the analytics work. They feel it’s important to have total control of this critical function, and for the data miners to be continuously steeped in the business. Also, the cost of an in-house staff can

By Lisa Yorgey Lester The benefits of multichannel marketing are numerous; however, it poses a challenge for marketers when determining who responded to a given offer. As Jim Wheaton, principal of Wheaton Group told attendees at his "Testing and Measurement in a Multichannel World," session at the National Center for Database Marketing conference in July, the promotional and order channels all too often are not the same. Source code capture rates have plummeted in recent years. According to Wheaton, fewer than 25 percent of Web orders include a source code, which makes the attribution of Web orders to rented lists as well as

By Gabrielle Masquera Small- to mid-size marketers may consider the question of whether to hire an outside manager for list order fulfillment to be one of expense: Can I afford to outsource? But ultimately, the decision instead hangs in the balance between who maintains your database now and the plans you have for it in the future, according to Jim Wheaton, principal of Wheaton Group, a database marketing consultancy. Wheaton suggests marketers start by asking themselves three questions during the decision-making process: >Do you maintain your database in-house? Companies who do stand a better chance of also managing their own list order fulfillment,

By Jim Wheaton and Mark Harjes 7 Rules FOR PROSPECT and Customer Relationship Management in a Call Center Environment Successful Prospect and Customer Relationship Management (P/CRM) requires the coordinated leveraging of multiple communications channels. With this in mind, consider the following seven guidelines for taking maximum advantage of inbound and outbound call centers as part of your overall CRM program. 1. Even when prospecting, tailor the screen script to the target audience. Generally, prospect universes are comprised of distinct subsets. In many vertical industries, one group will have a high propensity to respond but, having converted to customer status, will generate modest long-term

by Jim Wheaton and Mark Harjes Successful Prospect and Customer Relationship Management (P/CRM) requires the coordinated leveraging of multiple communications channels. With this in mind, consider the following seven guidelines for taking maximum advantage of inbound and outbound call centers as part of your overall CRM program. 1. Even when prospecting, tailor the screen script to the target audience. Generally, prospect universes are comprised of distinct subsets. In many vertical industries, one group will have a high propensity to respond but, having converted to customer status, will generate modest long-term value. Conversely, a second group will be less likely to respond but, once

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