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Today’s direct marketers manage both proactive and reactive marketing campaigns. Proactive campaigns include catalogs, email, outbound telemarketing, etc. Reactive marketing includes paid search, retargeting, etc. Proper measurement of multi-channel performance (see Multi-Channel Attribution) and subsequent integrated planning of all campaign channels maximizes marketing dollars spent across all channels.
“MeritDirect is Lenovo’s strategic BtoB data partner. We leverage their OmniENGINE solution to drive demand generation, ABM nurture, and intelligent database growth. MeritDirect’s unparalleled quality, reach, intelligence, and performance make it an easy decision to justify on paper. Best in class service and collaboration is like a pound of bacon all to yourself.”