The DMA Publishes New B-to-B Lead Generation Handbook Written By Ruth P. Stevens
NEW YORK, July 10, 2002 -- The Direct Marketing Association (The DMA) has published the first-ever DMA Lead Generation Handbook to help its business-to-business (B-to-B) members develop and manage lead generation programs while expanding the $858.1 billion B-to-B marketshare.
"Generating leads, converting leads to sales, and retaining customers is the core job of every B-to-B marketer," said David Smith, senior vice president, marketing and business development, The DMA. "This publication will educate business marketers about how to apply direct marketing skills to maximize marketing dollars and acquire and retain more customers."
Authored by leading B-to-B consultant Ruth P. Stevens, the handbook shows marketers how to get the most out of their lead generation programs. The book includes an introduction to the tools and techniques used in lead generation; information on how campaigns are developed, executed, and measured; explains how campaign responses are managed and qualified for delivery to the sales function; and discusses the sales conversion process and the role of direct marketing in the ongoing customer retention process. In addition, B-to-B trends and statistics, as well as a comprehensive directory of more than 600 B-to-B service providers are included.
The DMA Lead Generation Handbook is priced at $95 for DMA members ($195 for non-members) and can be obtained by calling The DMA Book Distribution Center at 301.604.0187 or online at www.the-dma.org/bookstore.
The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States exceeded $1.86 trillion in 2001, including $118 billion in catalog sales and $30 billion in sales generated by the Internet. The DMA's Web site is
www.the-dma.org, and its consumer Web site is www.shopthenet.org.Media Contact: Christina Duffney
212.790.1532
cduffney@the-dma.org
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[Editor’s Note: A complimentary copy of The DMA’s Lead Generation Handbook is available to qualified members of the press by contacting Christina Duffney at cduffney@the-dma.org.]