Sharon Langston

Leveraging cooperative databases and the power of transactional data By Steve Tinlin During a presentation I gave at this year's Direct Marketing Association Conference & Exhibition with Sharon Langston of IBM, I had the opportunity to poll a room full of direct marketers about their current business headaches and challenges. An overwhelming theme arose: B-to-B marketers are suffering from a limited source of prospecting names. As many as 80 percent of B-to-B direct marketers don't put their list on the market; response rates are declining; and the state of the economy has been reducing prospect sources and universes. Compounding these challenges is the fact

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