Monthly Archives: April 2008

B2B SEM: How Are You Really Performing?

When I talk to catalogers these days, I often ask about their online acquisition performance. Inevitably, they respond by telling me about the percentage of their total orders they’re now taking online and how efficient that is. (If you’ve read … Continue reading

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How's Your Long Tail?

I suspect many of you are now familiar with The Long Tail strategy first coined by Chris Anderson in 2004. Essentially, the notion suggests “selling less of more.” I view it as the 80/20 rule in reverse, and it’s often … Continue reading

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Why You Should Enter the Outsourcing Business

I’ve read a great deal recently about outsourcing in the B-to-B catalog business. It seems more and more leading-edge companies are turning to outsourcing for noncritical functions, from human resources to e-commerce operations. As many know, outsourcing lowers your risk, … Continue reading

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Are You Falling Behind in Your Online Marketing?

With recent increases in postage and paper costs, many B-to-B catalogers are pushing harder and deeper into the online marketing frontier. It’s amazing to see many of the new technological innovations in online marketing (e.g., video, webcasts, podcasts and Google … Continue reading

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You Want to Sell Your Business?

The dream of many B-to-B catalog marketing entrepreneurs is to “cash out” someday. If that’s your dream, start planning at least five years in advance. First compile a list of what it is you think you have to sell. Be … Continue reading

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