B to B / You Need to Get This: Drake Morton

Targeting B-to-B Behavior

by Phil Leggiere , Wednesday, November 26, 2008

FOR CONSUMER-DIRECTED MARKETERS, THE CHALLENGE of leveraging behavioral data is to discern, amidst the myriad of data “touch points,” the relevant signals from irrelevant noise. For B-to-B marketers, with far fewer touch points to work with, the core challenge, is how to learn to better aggregate and model truly leverageable behaviors — as Craig Stouffer, manager of email marketing at Pinpointe, explains below.
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