B2B direct marketers should focus on developing new project opportunities with existing clients before seeking out fresh accounts, it has been suggested.

According to Robert Keitch, head of membership and brand at the Direct Marketing Association (DMA), marketers should capitalise on the potential business opportunities “under their noses” instead of diverting undue attention to new leads, reports UTalkMarketing.

Speaking to 100 representatives of the DMA’s 12 special interest councils, Mr Keitch said direct mail professionals should be more imaginative about achieving more sales and referrals from their existing business mailing lists.

He also suggested that spending more time with existing business listscan help marketers obtain more cross sales and making using of the DMA’s services can enable them to get new business leads “at the fraction of a cost of a new business pitch”.

“Most account handlers today are working so hard in the business that they rarely have a chance to work on the business,” Mr Keitch commented.

Brig Graff, director of solution architecture at Omniture, recently advised marketers to take advantage of programmes aimed at improving lead generation and conversion.
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