Hit ‘Em Where They Work
In today's budget-conscious environment, it's not surprising that Webinars are becoming increasingly popular as a sales lead-generation and corporate
B2B Marketing
British Airways Lifts Off B-to-B Effort
British Airways launched a $1 million online and direct response print effort in September to attract business class passengers to the airline's flights.
Enterprise Goes Forth
When MobilePlanet, a mobile computing and wireless products reseller, launched MobilePlanet Enterprise its business-to-business endeavor (www.mobileplanet.biz)
Trucker Mailing Pulls 3.1% Response
TruckersB2B.com, an online group for small truck fleets, got a 3.1% response rate from a coupon mailing promoting tires from Goodyear Tire & Rubber Co.
Unicco Mailing Gets 11% Response
A Boston-area provider of outsourced maintenance netted an 11% response to a mailing earlier this year designed to get chain retailers to use its services.
Chemicals Firm Replaces Mail With E-Letter
Advanced Polymer Alloys, a chemical manufacturer facing a budget crunch, replaced postal mail and direct response space advertising last year with an
Clairol Expands B-to-B Efforts
It's a rare concept in selling hair color to professional stylists: No glamour girls with long locks dripping in vibrant colors. No swirling heads splaying
Software Firm Tightens Up E-mail Efforts
A developer of a service to protect intellectual property has pulled a 6% response rate with a small e-mail campaign to generate leads. Brand Defense
Mailing to GM Dealers Pulls 17% Conversion
A provider of office forms to the automotive industry has garnered a 17% conversion rate with a lead-generation mailing featuring a sweepstakes. The mailing,
Down to Business-to-Business
Michelle Feit, president of e-mail marketing company e-PostDirect in Pearl River, NY, takes on the business-to-business issues of the day. DIRECT: What's
