B-to-B Cataloging: The Multiprong Assault
Here’s how to best identify qualified contacts at each site in your database and get your catalogs past their gatekeepers.
Mining Qualified Contacts
Here are two ways to identify additional qualified contacts at each site in your database.
1. Ask. When customers recommend your company to colleagues, you have a good chance of capturing that new business. Ask your current customers for the names and titles of co-workers who may be interested in receiving your catalog. While your reps are on the phone, can they view all contacts at that site? If so, have them verify that the other contacts still work for that company.
- People:
- George Hague
- J. Schmid
- Places:
- SoHo
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.