ONCE UPON A TIME, LIST BROKERS MIGHT HAVE FELT their job was as simple as finding the right mix of names for their clients. And list managers may have thought all they had to do was make sure their owners’ files were generating sufficient revenue.
It’s time to wake up from that fairy tale.
Consumer and business-to-business professionals at Direct’s annual list roundtables agreed that today, clients expect much more. Both groups of panelists cited several challenges to their business, not the least of which is competition from cooperative databases.
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