Dun & Bradstreet, better known as D&B, is the premier business database compiler of choice for BB Direct.  Though there are several business to business database compilers, D&B uses strict guidelines for which business enterprise is ultimately added to the database.  This is important to remember when you are considering a direct mail marketing campaign to businesses.  So many businesses today come and go before they become profitable.  So many others are really just, “Doing Business As”, businesses of another company.  And still, so many businesses relocate and become difficult to track the age and size of the business enterprise.

One of the unique characteristics of the Dun and Bradstreet business database is that every business record has been assigned a Dun’s number.  This is kind of like a persons social security number for a business.  If your business has not yet been assigned a Dun’s number, your business has not yet been added to the database.  The Dun’s number allows for better accountability with relocation of businesses.

Linkage
The D&B database does a great job with linking businesses with other businesses.  If your business is owned by another, this would constitute a link.  The top business is considered the Ultimate company within the organization.

Like most business to business databases, you’ll find similiar selectability to include the size of business in terms of both estimated sales revenue and number of employee’s, contact names with titles, numbre of years in business, ethnic origin of the owner, both the primary and secondary Standard Index Code to identify the type of business catagory, etc.  BB Direct is proud to offer Dun & Bradstreet as our first choice database for compiled business to business data.  The reliability and consistency for accuracy is second to none.  We recommend D&B for most of the requests we receive from our clients.

If you would like to learn more about the D&B Database, it’s compilation methodology, and direct mail application stategies using business to business mailing lists, visit us at BB Direct or call us toll-free at (866) 501-6273.  You can also order this mailing list data directly from our online count & order system by visiting BB Direct Leads.com.

Decision makers at businesses evaluate a multitude of offers from direct mail, internet, cold calls, and print space within their respective industry journals and magazines.  They are bombarded by messages on relevant subject matter pertaining to everything a business could need and more.  Over time, business decision makers become aware of the brands that circulate within their peripheral.  The same monthly magazine containing relevant articles are filled with print advertising that continually reinforces their branded logos they saw 7 to 30 days prior.  The messages start to become repetitive and the advertisement is given less and less attention.  The direct mail they receive is also repetitive.  A direct mail piece that’s gimmicky stands to be noticed quicker and tossed in the trash just as fast, where as a direct mail piece that contains informative helpful information is more apt to be considered.  With so little time spent on viewing a post card or flyer, the direct mail marketer can only say so much before the direct mail recipient becomes uninterested, and tosses the mail piece.

So with those 4 to 6 seconds of attention, what does the direct mail marketer say?  Traditionally, the direct mail piece contains the basic necessary information each time….who, what, where, and why.  But before long, getting these points out is the burden of the direct mail marketer.  Before long, you’ve not offered much more than contact info and unless the direct mail recipient is looking for your phone number at that moment, they may just toss it in the trash.

The key to making direct mail work for this business decision maker audience is to focus on the “why”.  Why would a direct mail recipient consider your mail piece over and over again as they receive it?  What would you offer that would continually grad their attention and cause them to call?  The “why” is the offer that the direct mail marketer makes that stands out from the rest.  Staples and Office Max do a good job keeping their offers relevant by including a discount card of $15 Off on your next $50 or $100 purchase.  This works because inevitably, the business decision maker will be needing office supplies at some point.  The offer is strong, contains an expiration date that calls for action, and is in the shape of a credit card that tucks neatly into your wallet.

When it comes to business to business direct mail marketing, it’s important to consider mailing again and again over time to the same audience but with a different “why” each time.  The goal of the direct mail marketer is to both reinforce the brand, as well as generate response.  The direct mail marketer does this by including consistent layout and logo art, consistent creative work and paper quality, and consistent offer location.  The offer must be absolutely relevant to the direct mail recipient.  A weak offer says only one thing to the direct mail recipient and that is that this business making you this offer doesn’t really understand your needs.  Perhaps they’ll miss out on the product or service quality also???

Business decision makers are much more logical than emotional.  They buy office furniture because they need it, not because they want it.  They purchase toner for the printer because if they don’t, the printer will not perform its function.  They spend only what they have to because the job of this business decision maker is to spend only what they need and invest the rest.  If it’s a business related product or service you’re selling, be sure you understand your clients trigger point on what they “need” to run their business.

When evaluating your direct mail piece message, consider what’s in it for them first.  Imagine yourself in their shoes and ask yourself, what could you possibility offer them that would certainly keep their attention and what would be relevant to your business.  Keep in mind that the more relevant your offer is, the more qualified your sales leads will become.