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B2B Online sales best practice.

Most of my B2B direct selling clients are struggling with the integration of their online selling efforts versus their direct mail and telephone selling efforts.  In our multi-channel world it is...

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Online Video Boosts B2B Catalog Sales

The role of the catalog is changing.   It used to be the only customer communication and sales vehicle but today it is one element (albeit the main course!) in the customer communications mix. In the...

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B2B multi-channel marketers take note: It’s about the site first!

It is surprising to me how many B2B multi-channel marketers do not yet have complete buyer analysis at the site level.   After all, it is the site where demand is generated.   Let me explain. For years...

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Are You Testing New Mail Formats?

I am always surprised at the lack of testing that B2B catalog mailers are doing.   All too often we fall into our ruts and let our testing programs go stale…..or we just get too comfortable with the...

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Is there a Perfect Storm Approaching

I have been doing a lot of strategy work lately for several different companies and have come to believe that there may be a “perfect storm” approaching for B2B catalogers.   Here are three big picture...

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Do you callback your web orders?

Most B2B Catalog marketers, including me, think the web is a very good thing. However, I am becoming increasingly convinced that sometimes the web, with all its benefits, shortchanges us.   This...

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6 Things Every Direct Marketer Should Know About SEO

6 things every direct marketer should know about SEO I make my living by advising B2B catalog companies on all sorts of issues.  One of the areas that most are struggling with these days is just how to...

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Measuring ROI on B2B Marketing Activity in a Multi-Channel Environment.

Measuring ROI on B2B marketing activity in a multi-channel environment.  Most B2B marketers today struggle to measure and allocate expense and return to various marketing efforts.   The...

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Secrets of Amazon Success

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Phone Orders or Web orders? Which do you prefer?

There seems to be a push in this Internet driven world to encourage; even force customers to order online versus ordering by phone.   When multi-product/catalog organizations are more financially...

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