With increasing frequency, I find myself discussing focus as a key growth driver for B2B companies in 2013. Obviously, the term “focus” can mean many things to many people. For some, focus applies to operational efficiency. For others, focus relates to market segmentation. Some organizations, like the Institute for the Study of Business Markets, even offer extensive seminars on the topic. In this context, however, I’m referring to focus as it pertains to new business development – choosing the right customers.

According to Forrester Research, spending on email marketing, delivery, analytics, integration and creative will approach $2.5 billion annually by 2016, up from $1.5 billion in 2011, a compound annual growth rate of 10 percent. Since email is becoming more valuable in the B2B market, I encourage you to take a second look at your email marketing strategy and examine what your database of email addresses is worth.

You need a business website with a content management system (CMS). Where do you start?

Okay, so maybe you’ve actually met your CFO. Unless you are a close confidante, however, you may not know what keeps him, or her, awake at night.

There really is only one way to know. Test. We’ve been working with a number of clients conducting A/B testing and refining the best time to send their B2B campaign emails.  We have determined that certain times of day can, in fact, increase the open and response rate by a few percent. I’d tell you but it’s proprietary information. Actually, your audience will differ and our audience’s best time is not going to be your audience’s best time. So where do you start?

How do you make an impression on prospects that are bombarded with messaging and offers at every turn? How can you create a lasting memory for your message and your brand? In part two of this three part series I will look at selecting the right 3D giveaway item, one that not only gets in front of your target, but stays there.

How do you break through the clutter and noise that appears in front of your top prospects? What makes them tick? What catches their attention? What would make them think highly, or think at all, of your company? In part one of this three part series I will look at how to micro-focus your 3D direct mail campaign as the first step in making a significant impression.