Top 10 lists are everywhere this year. I even ran across a top 10 list of top 10 lists—hilarious! My list is about the most interesting people that I came across in B2B marketing during 2017. I find them fascinating not only as interesting people, but also for making valuable contributions to our business and our world. So, meet this year’s fascinating B2B marketers.
By Irene Cherkassky Any good direct mail package has to stop the consumer as he shuffles through his stack of mail and make him want to dive into the envelope to learn more about the offer inside. So how do you know if yours is an effective mailing? How about a package that boosts a marketer's net response rate by 34 percent? That's exactly what a subscription mailing for Kiplinger's Retirement Report news-letter accomplished for the Washington, D.C.-based financial publisher (Archive code #270-179455-0410). Along with the response rate increase, Todd Lebo, product manager for Kiplinger, says, "We were also able to increase