From Tighter Coordination Of Marketing And Sales Efforts To Better Web Functionality, B-to-b Catalogers Need To Compete In An Increasingly Multichannel Environment

By Matt Griffin

One way to simultaneously garner inexpensive space ads and increase your credibility is to write an article for the publication in which you’d like to advertise. Hague cautions that in order to be effective, the article must be objective and not self-promotional.

Mine the Internet: Although it works best for niche catalogers, some of Hague’s B-to-B catalog clients have successfully created lists by searching the Internet for companies that match their customer profiles. “These tend to be fairly small customers, perhaps newer businesses, folks who aren’t hitting on normal B-to-B lists,” he says.

(Word of caution: Creating lists in this way is quite labor-intensive, so don’t try it if you can’t narrowly define your customer base.)