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Crash Course #7: Integrated Media Planning in B-to-B Direct Marketing

Ruth Stevens
Roy Young
Thu., Feb 01, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4 star(s)

B2B marketers have a variety of media channels available for customer acquisition. There's direct mail, email, search engine marketing, trade shows, online advertising, offline advertising ... the list goes on and on. How do you decide which medium is the best for your prospecting efforts? And once you've identified the right media channel, where do you go to find the most effective sources?

In this information-packed session, we will discuss the media opportunities available to B2B marketers for customer acquisition. We'll cover the standard workhorses, like mail, phone and trade shows, as well as the new options, like prospecting databases and insert media. We will also introduce some very new tools that are showing signs of positive results for B2B direct marketers.

Join us for a 90-minute review of B2B media selection in direct marketing, covering the media options available and how to think about applying them to your customer acquisition campaigns.


Ruth Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She has held senior marketing positions at Time Warner, Ziff-Davis and IBM, as well as two Internet startup companies. Ruth teaches graduate students at Columbia Business School, is past chair of the Business-to-Business Council of the DMA and is currently president of the Direct Marketing Club of New York. Crain’s BtoB magazine named Ruth one of the "100 Most Influential People in Business Marketing in 2002." She is the author of two business books: The DMA Lead Generation Handbook and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She studied marketing management at Harvard Business School and holds an MBA from Columbia University.

Who Should Attend?

Marketing professionals seeking to build fresh skills in direct marketing.

What Will You Learn?

  • What's working and what's new in B2B mailing lists
  • Email lists: Is the Golden Goose dead and gone forever?
  • Do's and don'ts of prospecting via trade shows
  • Outbound telemarketing: What's really working today
  • Media to avoid for B2B prospecting
  • Why prospecting databases have finally arrived in B2B
  • How to map your media selection to your target market segments
  • Using data modeling for customer acquisition
  • A primer on data hygiene for business marketers

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