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Maximising on current client data

Let's start by summarising what we've established so far in effecting successful relationship marketing to businesses – in the context of right person, right proposition, right time.

Firstly, remember there will only be a finite universe of prospects for your products and services. Therefore licensing prospects from a number of sources won't change this truth. Hence our starting point must be to successfully identify these prospects, which in business-to-business means at a company level as well as at decision maker level.

We have recognised that targeting a large corporate requires a different approach than targeting a small business – no matter what you are selling – and with larger purchases, more people are likely to be involved in the process of decision making.