Steve Tinlin

By Brian Howard For B-to-B marketers, adapting direct marketing principles that work for selling widgets to the world of supplies and solutions is an ongoing process. Because we're all aware of the vast potential that lies in getting it right, new ideas for obtaining a firmer handle on how and why companies buy spring eternal. For instance, the time-honored practice of basing marketing decisions on firmographics can be misleading. As Steve Tinlin, vice president of the Business-to-Business Alliance at Abacus, explains, "industry classifications tell you nothing about the purchasing activity of a prospect." Tinlin suggests marketers use transactional data. "But wait," you

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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