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Shopping List
Sep 1, 2007 12:00 PM
, By Ruth P. Stevens
When it comes to choosing business-to-business media, it's useful to separate acquisition and retention expenses. Defining acquisition is fairly straightforward. It means cold prospecting, attracting an entirely new contact and persuading him or her to respond and express some interest in your product or your company. It's often known as lead or inquiry generation, and requires a variety of media. But once a relationship is in place, the media situation becomes quite different. You can use your database and apply direct media very effectively. So for media planning it makes sense to consider inquiry generation, lead qualification and nurturing, and retention at the same time. It may take years until the prospect actually buys. At that point, the retention objective then takes on its typical character — promoting repurchases, cross-selling or upselling, and preventing defection. Here are the best media for communicating with inquirers and current customers in B-to-B markets:
MEDIA TO AVOID
Some media aren't ideal for retention marketing.
RUTH P. STEVENS (ruth@ruthstevens.com) consults on customer acquisition and retention, and teaches marketing to graduate students at Columbia Business School. She is the author of “The DMA Lead Generation Handbook” and “Trade Show and Event Marketing.” The Hooks
Finding a new customer takes a particular set of campaign strategies. After all, remember that prospects may have no idea who you are or what you sell. The best media for acquisition include:
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