B-to-b direct marketers to increase spending on prospecting, retention

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New York—Sixty percent of b-to-b marketers plan to increase spending on outbound telemarketing in the next year, according to the Direct Marketing Association’s inaugural Customer Prospecting and Retention Report, released on Wednesday.

The report covers marketing trends including budgeting, customer acquisition, retention, data mining, modeling and segmentation, and testing.

Fifty-nine percent said they will increase e-mail spending in the next year, and 53% indicated they will increase direct mail spending.

—Carol Krol

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