John Coe's presentation, How B2B Marketers Can Profit from the Untapped Institutional Market, applied the four direct marketing campaign elements to B2i. He provided techniques that can be implemented immediately to achieve greater success in marketing to institutions. Attendees learned more about:

• Profiling, Targeting and Segmentation – The B2B rules you need to break to get ahead with institutions.
• Offer Strategies – How to create relevant offers that resonate with decision makers at institutions.
• Sequency & Frequency of Contact – Navigating complex and collaborative institutional buying processes.
• Creative – Targeting your B2B promotion for maximum appeal to purpose-oriented buyers.

Click here to listen to the webinar. The companion white paper is available here.