SOURCE: Business Marketing Association, Southern California Chapter

Business Marketing Association, Southern California Chapter

September 08, 2009 21:24 ET

Business to Business Marketing: Find the Hidden Value of Lists and Databases at the SoCal BMA Event, September 23, 2009

NEWPORT BEACH, CA--(Marketwire - September 8, 2009) - On September 23, 2009, Denise Hopkins, vice president of marketing and product development for Experian Marketing Information Services, will speak on the topic of "Micro-Segmentation: A Guide to Marketing to Small Businesses" at the Business Marketing Association, Southern California chapter's (SoCal BMA) fall event.

The SoCal BMA event will be held at the beautiful Champions Club at the Retreat in Corona. Located at the base of the Cleveland National Forest, the Nicklaus Design golf course is complemented by a luxurious 25,000-square-foot clubhouse to create a unique golfing experience.

Attendees of the SoCal BMA event will have an opportunity to take an all-level golf pro lesson and enjoy a delicious BBQ dinner before Ms. Hopkin's presentation.

Reservations for the September 23, 2009 SoCal BMA event featuring Denise Hopkins, can be made online at http://www.socalbma.org/programs.

Experian® Marketing Information Services provides clients with the insight into business buyers that allows them to connect on a personal level. According to Experian®, "Successful business to business marketing requires more than just reaching the reception desk... Ensuring the success of your marketing strategy and spend requires access to the most current and comprehensive business data available."

"Today's economic conditions are forcing marketers, who must do more with less, to perform better in their core competencies. Those who succeed put a heavier emphasis on the value of lists, how they're managed and measured, and how to get the most out of them over time," said Hopkins.

According to Hopkins, successful business to business marketing should include:

1) Gaining insight about the company's current customer database. Determine who your best customers are and what they look like, then segment your prospect universe based on this intelligence. Target prospects who look like your best customers.

2) Focusing on segmentation, then develop the analytics needed to determine which prospects are most likely to make a purchase.

3) Targeting appropriately. If you can so segment the market that you really understand who is buying and what their motivation is, you can make offers that are most relevant.

About the Business Marketing Association (BMA):

The Southern California Chapter of the BMA, known as SoCal BMA, serves the greater Los Angeles, Orange County, San Diego and the Inland Empire.

Begun in 1922 as the National Industrial Advertising Association, today's Business Marketing Association represents a lifetime of expertise in business-to-business marketing and communications. For over 75 years, BMA has been the pre-eminent service organization for professionals in this vital industry. As market realities so often prove, no one stays in business that long without continually meeting their customers' needs.

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