B2B Marketing More Insight and Analysis

Customer segmentation creates a valuable insight into purchasing trends and can help to increase revenue via customer loyalty, says Andy Wood, managing director at GI Insight

Max Firth, client director of PH, looks at how direct mail can still be a valuable tool in any marketing portfolio, but warns do it right, or don't do it at all

Telemarketing is a 'traditional' B2B marketing technique that appears to have survived the digital revolution relatively unscathed. Joel Harrison looks at its enduring appeal

It's all change at the DMA, with a new leadership and fresh strategic direction, which some say are long overdue. But what will it mean for B2B members? And is it a case of too little too late? Alex Blyth reports

Attempting to launch a B2B marketing campaign in the summer months can be tricky, but with some careful planning, strategic thinking and some creativity, Lucy Reiter says your brand could be seen as one of the coolest on the market

Catalogues may seem outdated in comparison to more modern marketing mediums, but as Sara Goodwins reports, this traditional route to market is still proving effective in reaching business customers

What is variable data print? When should it be employed and how can it enhance direct marketing campaigns? Alex Blyth offers a seven-step guide to this highly potent marketing technique

The brochure may be the oldest – and often most tired – tools in the B2B marketer's armoury, but according to new research by ABBA, it is still one of the most effective. Sara Goodwins examines how to make the most from this age-old medium

B2B telemarketing faces many issues; none more so than the restrictions incurred by the CTPS. Two years on from its implementation, Alice Johnson examines its repercussions, and asks: is the CTPS leading to better targeted telemarketing activity, or is it gradually suffocating the life out of this medium?

It isn't just consumer brands who are likely to be promoting their wares to you in public places such as stations and airports this summer; increasingly, B2B brands are waking up to the benefits of experiential marketing, and are jumping on the bandwagon. Alex Blyth reports

The arrival of new entrants, services and pricing structures in the UK postal service is causing turmoil for business mailers. Joel Harrison assesses how changes such as liberalisation and PiP will affect business marketers, and whether the opportunities outweigh the costs

Direct mail faces many challenges in business-to-business: from legislation and data, to the impact of newer media formats. But there are also opportunities. What repercussions will these have on the future of B2B direct mail? B2B Marketing, in association with Royal Mail, held a round table discussion with leading practitioners to debate this question, and look at the future of the medium

Variable Digital Print (VDP) promises to dramatically increase response rates to direct marketing as well as cutting marketing collateral management costs and increasing control branding for channel marketing. So why are so few business marketers using it? Joel Harrison reports

Marketers can make strides towards a more strategic outlook through the use of Marketing Resource Management (MRM) applications, which can help raise the effectiveness and efficiencies of campaigns, says Carol Meyers, head of marketing for Unica

Is the Corporate Telephone Preference Service a catastrophe for business-to-business telemarketers, barring them from calling opted-out companies, or is it an opportunity to adopt more progressive techniques? Joel Harrison assesses one of the most fundamental developments in B2B marketing in decades

Business-to-business marketers must recognise that people buy products, not companies, says Sebastian Fox partner of Brown Fox