In B-to-B-to-C, Who Owns the Customer?
A definition of customer relationship management might be a continuous loop between the customer and marketer in which, through interaction, the marketer...
Captaris Gets 14% Response to Priority Mail Effort
Adeveloper of electronic document delivery systems has achieved a 14% response rate so far to a lead-generation mailing sent to top executives. Captaris...
The Business of Science
Life science and high-tech marketer Sigma-Aldrich has doubled the size of its sales force in the last 18 months. Understandably, the company needed a...
Accpac's First Mailing Targets Sales Execs
Accpac International Inc., an accounting and CRM software developer, is making its first forays into direct mail. Later this month, the Pleasanton, CA...
RSA Builds on Lead-Generation Effort
To promote a new wireless security system, RSA Security Inc. began a direct mailing last month to information technology executives at nearly 50,000 Fortune...
Nonprofit Response Rates Soar
Direct marketing is now a weapon of choice in numerous industries. The reason is simple: DM performs, according to a study on response rates released...
British Airways Lifts Off B-to-B Effort
British Airways launched a $1 million online and direct response print effort in September to attract business class passengers to the airline's flights....
Hit 'Em Where They Work
In today's budget-conscious environment, it's not surprising that Webinars are becoming increasingly popular as a sales lead-generation and corporate...
Enterprise Goes Forth
When MobilePlanet, a mobile computing and wireless products reseller, launched MobilePlanet Enterprise its business-to-business endeavor (www.mobileplanet.biz)...
Trucker Mailing Pulls 3.1% Response
TruckersB2B.com, an online group for small truck fleets, got a 3.1% response rate from a coupon mailing promoting tires from Goodyear Tire & Rubber Co....
Unicco Mailing Gets 11% Response
A Boston-area provider of outsourced maintenance netted an 11% response to a mailing earlier this year designed to get chain retailers to use its services....
Chemicals Firm Replaces Mail With E-Letter
Advanced Polymer Alloys, a chemical manufacturer facing a budget crunch, replaced postal mail and direct response space advertising last year with an...
Clairol Expands B-to-B Efforts
It's a rare concept in selling hair color to professional stylists: No glamour girls with long locks dripping in vibrant colors. No swirling heads splaying...
Mailing to GM Dealers Pulls 17% Conversion
A provider of office forms to the automotive industry has garnered a 17% conversion rate with a lead-generation mailing featuring a sweepstakes. The mailing,...
Software Firm Tightens Up E-mail Efforts
A developer of a service to protect intellectual property has pulled a 6% response rate with a small e-mail campaign to generate leads. Brand Defense...
