B-to-b marketers distinguish between prospect contacts to tailor messages

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Orlando, Fla.—In b-to-b marketing, where companies need to speak with several executives in the decision-making chain in order to make a sale, direct marketers are distinguishing between several types of contacts they address in marketing campaigns.

That is one of the findings of “The B-to-B Sphere of Influence: Best Practices in Reaching the Right Person,” a report released Tuesday by the Direct Marketing Association at its annual B-to-B Marketing Conference. John A. Greco Jr., president-CEO of the DMA, discussed the report during a keynote address.

Sixty-five percent of companies believe their clients have three to five people in the so-called “sphere of influence,” which comprises those executives involved in the decision-making process for purchases. More than 80% of marketers that distinguish contact types use this information to tailor their messages to the appropriate audience. In addition, about 60% of marketers rely on titles or on reports from their sales force to make the distinctions.

The report is based on 164 responses to two online surveys conducted by the DMA between October and February. Best practices from the DMA’s field of Echo Award recipients were also factored in.

—Carol Krol

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