Ever wondered why you are receiving insufficient responses from your well-crafted B2B marketing communications?

Well, the answer may well lie in the fact that you are simply not targeting the right people in the right positions.

You must always remember never to accept a no from someone who was never authorised to give you a yes to begin with.

As John Hood, president of MCH, explains in a recent article on Direct Marketing News, direct marketing professionals need to expand their customer base by targeting additional decision-makers such as management within public sector firms.

“One possible solution is to redirect some of those limited marketing resources to stable parts of the B2B universe, namely institutions,” he comments.

“The good news is that institutions like schools, hospitals and government offices are a much bigger part of B2B than generally recognised and they are especially important right now because of their stability.”