Entries by Susan Fantle

Is your B2B marketing approach right for this down economy?: Take this 2-minute quiz and find out.

Reading a number of excellent articles in the April 09 issue of Target Marketing magazine got me thinking about how much I love direct marketing. Unlike advertising that is designed to change a person’s attitude, direct marketing is designed to make a person do something: call a phone number, visit a location, accept an invitation, […]

Great B2B marketing demands you do your prospects’ thinking for them.

It has been said, “Before you criticize someone, walk a mile in his shoes.” In my world of B2B direct marketing, this phrase evolves into: “Before you market to someone, step into his shoes.” It’s always been essential to present the benefits of your product or service in addition to the features it provides. But […]