New York--B-to-b insurance companies that combine database efforts with direct marketing initiatives yield higher return on investment rates than do insurers that don't, according to a new Direct Marketing Association study. Every dollar in 2000 spent by insurers on b-to-b direct response advertising reaped $13.30 in sales, up from $12 a decade earlier, according to the study, "The Direct Marketing Association's 2000 Economic Impact: U.S. Direct & Interactive Marketing Today." Additionally, of the insurance industry's $63.1 billion spent in 2000 on b-to-b direct and interactive marketing sales, $45.8 billion resulted from ads initially intended to generate a lead. The figures are all the more impressive because they come from the insurance industry, a slow mover to the Internet.