Data

• Agencies

  Detailed Matchbacks Offer Stronger B-to-B Purchase Data

  For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities.

  It is easy—and therefore tempting—to attribute a sale either to the last outreach effort, or the one which actually results in a sale. But there are several hazards in using these methods. The first is that electronic solicitations often result in immediate sales, or have built-in sales tracking mechanisms. As a result, marketers tend to over-credit their impact on sales, while underestimating offline efforts’ import.

• Agencies

  Using Social and Product Data for More-Targeted Lead Scoring

  Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects

• Agencies

  Breaking Into the Lucrative Government Market

  Chief Marketer recently asked business-to-government consultant Mark Amtower for tips on marketing to state and federal government agencies.

• Agencies

  Search Wins the Prospecting Case for B-to-B Law Firm

  A Southern California law firm specializing in business employment law has seen a 200% ROI from a search engine marketing effort designed to attract new clients.

• Agencies

  Tracking B-to-B Behavior to Learn How to Approach a Lead

  Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads

• Acquisition

  New Credit Card Holder Lists Still a Good Bet

  A few years ago, when there were 7 billion credit card solicitations being mailed, one of the core types of lists being used was recent credit card issues.

• Data & Analytics

  Broker Roundtable: Incorprating Social Data Into Lists

  Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community.

• Agencies

  First Step in Monetizing Social Media: Listening

  As marketers grapple with how to make money from social media, they may be overlooking one simple tactic: listening to what people are saying about the brand on social networks, and reacting accordingly.

• Agencies

  Broker Roundtable: What’s the Outlook for Cooperative Databases?

  This week’s question: What’s the Outlook for Cooperative Databases?

• Agencies

  Tips for Finding the Best Catalog Prospects

  Now is when catalogers should cautiously increase their prospecting efforts. After all, as we emerge from the recession, those companies who continue marketing and mining for new buyers will be in a much better position to take advantage of the rebound.