How to Generate New Business-to-Business Customers
When using direct mail to generate new business-to-business customers, a
database is essential to a successful campaign.
Three database benefits that yield results are:
||Penetration - Because of their size,
databases allow you to penetrate more buying sites and more
decision-makers at each site.
||Selectivity - The right database
can deliver unmatched access to customers by industry, job
title, location, size of company, and products purchased -- far
deeper access than any single source list can deliver.
||Multi-Buyers - Because a database
combines names from many list sources, many more multi-buyers
are available: A prospect who has purchased one item from two or
more sources in the database are identified as a multi-buyer.
Multi-buyer names almost always outperform one-time buyers.
However, a database is only as good as the sources from which
its names were taken. The best list sources for building high-response
business-to-business databases are ABC or BPA-audited trade publication
subscribers, seminar attendees, catalog buyers, book buyers, and association
There are several functions you can target within a business-to-business
database, each again with its own nuances:
CFOs are economical buyers, and
your marketing must prove to them that your product gives a quick return
on investment (ROI). CFOs are extremely responsive to offers for time
management, business management, insurance, training, and financial
CEOs are “big picture” buyers. Their primary concern is whether yours
is a reputable, stable organization. They are not interested in
nuts-and-bolts details, leaving that to their direct reports. Products
and services they buy include financial, office, insurance, education,
travel, cellular, incentives, and time management.
Managers buy products and services that help solve business problems
and are focused on helping the company reduce costs, improve quality, or
increase profits. Offers that work well to this segment include time
management, managerial publications, training, office products and
services, cellular, continuing education, and operational products.
Engineers research, evaluate, and recommend the purchase of raw
materials, chemicals, equipment, components, and other products to
management based on their technical merits. Engineers also buy
computers, software, equipment, continuing education, tools, training, association memberships, and
educational materials. 1,756,673 addresses.
IT (Information Technology) professionals build tomorrow’s
infrastructure, and recommend computers, software, and systems to upper
management. Offers that work well to this segment include hardware,
software, security, networking, storage, training, and educational
Sales and marketing
professionals are enthused seekers of
information on sales, marketing, and business communication topics as
well as market intelligence in their company’s industry. They tend to be
aggressive and ambitious, and can make big decisions swiftly. These
professionals are responsive to offers for time management, cellular,
management publications, travel, and incentives.
HR and training professionals are also avid information seekers,
looking for guidance on such topics as employment law, hiring, employee
recruitment and retention, and management, as well as skills in which
they need to train company employees (e.g., safety, regulatory
requirements, leadership). Extremely responsive to offers for
compliance, risk management, employment law, insurance, training,
management, travel, educational materials, office products and services,
and continuing education.
How can you reach business-to-business prospects all in one place?