Circulation Strategies That Measure Up

A good contact strategy ultimately will result from solid data-driven analysis. The only way to get the quality data you need is through detailed tracking.

B-to-b marketers have as hard a time as any capturing comprehensive transactional data. Selling cycles may be longer than for consumer offerings; the buying process may be disjointed (i.e., the decision maker, the purchaser and the end user may be in different locations); and the systems simply may not be in place to capture data that can easily be accessed and manipulated. But good tracking is critical. Without it, you’re simply guessing.