B-to-B small mailings see big results.(business-to-business)

Target Marketing, July, 1999 by Goldsmith, Dick

YOU CAN MINE MORE GOLD - PROFITABLY - WITH A STRATEGIC/TACTICAL PLAN

WHAT?! You say you're not the world's biggest business-to-business mailer. And your budget fits into something smaller than a bread-box. Not to worry. To make any size budget work harder and produce more sales leads, inquiries and sales from the companies that make up your selling universe, you need a smart plan.

THINK STRATEGICALLY, ACT TACTICALLY

Your first strategic question is to decide what business you're in. It's not enough to say, "Oh, we sell stop-nuts (or railroad ties, office supplies, left-handed OEM parts, industrial coatings, health care, business services, whatever)."

Let's rephrase the "what business you're in" question this way: Why do...

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