For b-to-b online publisher ThomasNet.com, the old saw about the whole often being greater than the sum of all parts couldn't be more true.
Who you know has proven to be just as effective as what you know for publishing firm Kiplinger and its direct mail prospecting strategies. According to Denise Elliott, vice president of sales and marketing for this publisher of investment newsletters and magazines, marketers can find success in the mail by leveraging a list owner’s brand recognition and integrity to attract new customers. Elliott explained how such partnerships work during the “50 Tips in 50 Minutes” session at the recent List Vision conference. Rather than do a straight rental deal of a noncompeting firm’s housefile, Kiplinger works with the list owner to develop a mailing that