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Mail to all the influencers in the customer company—from the CEO to the clerk who uses the product, if possible—to hit every level of influence. And don't forget the financial and technology people who are also impacted by the decision to buy.
Various third-party resources can be helpful in your database marketing strategies to influencers. Resources that can explain, in general terms, who influences the buying decision include: trade associations, industry analysts and trade-press editors and reporters. Information companies such as Dun & Bradstreet and business-press publishers can be helpful in identifying the correct titles for individuals who influence sales.
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