Ruth’s premise for the article can be summed up:
THE BIGGEST CONTRIBUTION direct marketing can make in business-to-business is sales lead generation. It’s a simple formula: Salespeople need leads to make them more productive, and tried-and-true techniques of targeting, media selection, offer development, message platforms, response management and campaign analysis can help them out.
OK, that sound good but the real interesting tid-bit, labled under the “what’s new in B2B lead generation” intro, was the item that really caught my eye…identifying anonymous web site visitors:
But now, a new way to uncover the anonymous nature of B-to-B Web site visits has emerged: matching data to the visitor’s company domain name.