Targeting Decision Makers

Tuesday, 24 May 2011 00:00

Business to Business Marketing (B2BM) found Telemarketing to be the most effective medium for targeting key business decision makers – ahead of Direct Mail, Email and Events. Telemarketing also attracted one of the biggest investments by B2B brands in terms of targeting key decision makers.

Over 90% of respondents said the impact on decision makers was considered when designing campaigns for decision makers. 55% of these respondents cited directors or senior decision makers as their target. They ranked; Managing Director, Marketing Director, Chairman, Sales Director and Human Resources Director.

Secretaries and Personal Assistants were only the focus of marketing activity for 3% of organisations. This was reinforced by the fact that 'gatekeepers' were found to be the single biggest obstacle when targeting decision makers, ahead of 'availability of data' and 'accuracy of records'. 40% or DM campaigns to decision makers get a response rate of under 2%. Only 14% generate a response rate of 5%.