MCH White Papers

Beyond B2B – A New View of the Institutional Market
Institutions are one-third of the economy ($4.1 trillion) with 2.2 million locations and 28% of all employees. The purpose-driven economy of institutions has evolved from small slivers of the SIC world into much larger pieces of the pie and their growth will continue to outpace businesses for the foreseeable future. Institutions are recession resistant and they always pay their bills. Investing the time and effort to learn more about the differences between businesses and institutions will help you improve response rates and profits.

Recession Resistant Marketing
Congress and the Obama administration will push hundreds of billions of dollars in stimulus through government, education, and health institutions. Are you in a position to get the maximum benefit from institutional markets in 2009?

Over the past several months, we’ve all spent time discussing the election, the economy, and the general business climate. This document provides B2B marketers with an overview of the major effects of the economic crisis; the areas of the business market that are most likely to hold their own, or even thrive during the coming year; changes on the horizon; and actionable steps that can be taken to adapt in this fluid environment.

The Local Government Marketplace for Direct Marketers
Local governments are a desirable market segment because they can have budgets equal to Fortune 1000 companies. They are big, growing, and recession-resistant. Marketers can improve the bottom line by gaining an understanding of the three key differences between government and private accounting and learning how to capitalize on budgeting and clean-up spending timeframes. The paper helps marketers learn how local governments operate, who makes the purchasing decisions, what criteria influence buying decisions, and how timing can play a critical role in the success of your marketing campaigns.

Politics, Profits, and Proactive Marketing
What if many of your “business” customers aren’t really businesses? What if they have completely different motivations – completely different reasons that drive their buying decisions?

This paper will help you untangle the influences that drive institutional buying behavior. It highlights how purpose and politics affect decision makers at institutions and provides examples of events that caused significant upheaval for direct marketers. You will benefit from seven proactive steps that can be taken to achieve greater success in the institutional market.

How Data Quality Issues Impact B2B Marketers and Modelers
Institutions present both a challenge and a largely untapped opportunity for B2B marketers and modelers. The failure to recognize or account for key differences between businesses and institutions can severely affect the reliability of statistical analysis of the business-to-business market at the location level. This paper exposes the difficult areas and provides tips that will help marketers apply a different view of the institutional segment and generate significant financial gains.