Steve Slaunwhite

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

It’s not easy being the marketing communications (marcom) manager of a B-to-B company. There are several unique issues B-to-B marcom managers face: 1) marketing technical products that they may be unfamiliar with, 2) understanding the B-to-B prospect and 3) the motives behind customers’ buying decisions.

By Steve Slaunwhite In B-to-B marketing, a "lead" is defined as someone who has expressed an interest in a product or service and a willingness to learn more. A sales team that is fed a steady flow of leads can set more appointments, make presentations to higher quality prospects and, subsequently, close more sales. Sounds idyllic, doesn't it? The problem is: How do you generate all these leads in the first place? When Psion Teklogix Inc. needed to answer that question, it was having difficulties breaking through in a market that consisted of busy, hard-to-reach CFOs and VPs. It needed

By Noelle Skodzinski There's a trend afoot in the direct mail world, and if it continues, our neighborhood mail carriers might need extra padding in their shoes to keep the spring in their step. In fact, the trend is so big that it might look as if a Rick Moranis movie went awry—and shrunk our personal postal receptacles. How big is it, you ask? Anywhere from 9-1/2" x 11-1/2" to 10-1/2" x 14" ... and even as big as 12" x 15-1/2". These are the sizes of some mail packages dropped this year by organizations of all kinds: publishers, nonprofits, retailers, you name

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