B-to-B insights: 57 Channels (And Nothin On?)
One B-to-B marketer that supported independent sales reps with catalog mailings discovered that it received a lift in sales when mailing the reps' segments, but not in contribution. Essentially, the additional sales only covered the additional costs, which allowed those catalogs to be redirected to more profitable segments.
When you introduce a new promotional channel, give it time to get established. Until you test its incremental lift, you don't know how effective it is. The test alone could give you insight into improving that effort. Customers and prospects are channel surfing. When they tune in to you, make sure there's something on.
George Hague is principal of consulting firm HAGUEdirect (email@example.com).