Tried-and-tested techniques of efficient targeting, media selection, offer development, response management and campaign analysis can help them immensely, if done correctly

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(Continued) The RFS Newsletter, Jul. 22 2006. Page 9
And to end the week, one of the biggest benefits of direct marketing is qualified and targeted B2B sales lead generation. Salespeople in the B2B segment of the economy need many prospective leads in order to help them increase sales and to boost productivity.

Tried-and-tested techniques of efficient targeting, media selection, offer development, response management and campaign analysis can help them immensely, if done correctly. As a whole, websites essentially constitute a passive medium. Most B2B sites don't offer to much interactivity. A company might be successful using search engine marketing to motivate clickthroughs, but they've accomplished nothing more than awareness building. Studies have shown that as little as two percent of B2B site visitors ever become real prospects. The challenge of the typical Internet marketer is to find a way to better motivate visitors in leaving behind their contact information so that effective communication can take place.

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