The Direct Marketing Association is working on publishing the Business-to-Business Lead Generation Handbook.
The handbook will include a how-to section with step-by-step instructions to aid B-to-B direct marketers in lead generation, conversion and retention, the DMA said. The handbook is scheduled for release in April 2002.
“The ability to identify and convert qualified leads into new sales is essential for survival in today’s challenging marketplace,” said David Smith, senior vice president of marketing and business development for the DMA. “This publication will help marketers take the appropriate steps needed to maximize their marketing dollars and concentrate more on acquiring and retaining customers.”
The handbook will have a variety of resources, including a directory of B-to-B specific suppliers referenced by category. Listings are complimentary to DMA members and start at $350 for non-members. Marketers interested in adding their company to the directory section of the book should contact Direct Solutions Network at 800.947.9299 or via e-mail at [email protected].
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