Defining the ProblemIT decision makers are a wily bunch. They tend to ignore most marketing efforts. They’re usually engineers and thus highly skeptical of advertising claims. And they’re so busy that even if you do connect, it’s difficult to...

by Laurie B. Beasley, president, Beasley Direct Marketing Here is a successful multi-channel B2B direct marketing campaign case study that followed many of the guidelines we’ve been talking about, including an appeal to emotions, multiple touches, and a carefully designed...