Refining marketing techniques, selectively targeting the most profitable customers and measuring campaign effectiveness were common themes that emerged during a roundtable discussion BtoB hosted last month at the Direct Marketing Association's B-to-B Conference in Scottsdale, Ariz. Most participants agreed that focusing on highly successful programs or media channels while jettisoning lesser performers has been a prudent plan. The group also touched on the advantages and drawbacks of media channels, including e-mail, traditional direct mail, telemarketing and search engine marketing. The roundtable, moderated by BtoB Senior Reporter Carol Krol, featured the following marketers: Allyson Eman, VP-marketing at SouthStar Funding, a commercial mortgage company; Mark Graves, VP-CRM at Cole-Parmer Instrument Co., a scientific instrumentation products cataloger; Gary Sulen-tic, senior brand manager at Intuit, an accounting and tax software company; and Steve McLean, general manager of Seton Canada, a catalog marketer of safety and identification products.
展开▼
