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Session Description:
With
over 25 million small businesses in the
US, there is ample opportunity to find
and reach potential customers. However,
the small business market should not be
looked at as a segment. There are unique
and diverse segments within this market.
Being successful in marketing to the
small businesses requires that you
understand how to segment appropriately
and create a message that is relevant to
them.
This session will feature 4 tactics for
improving your direct marketing
efforts in the Small business market.
Those tactics are
-
Finding New Prospects in the
Overcrowded Market
-
Knowing your Data and Getting More
From It
-
Identifying the True Entrepreneur
-
Delivering Results in a Constantly
Changing Market
This session is appropriate for senior financial services
executives with responsibility for Small Business
Market Banking, Market Research and Strategy groups.
About Kevin Akerman:
Kevin Akerman is the director of
marketing for Experian’s Marketing
Information Services. He oversees BtoC
and BtoB marketing data segmentation and
targeting products. He is also
responsible for new product development
for all data-related new marketing
products.
Prior to his current role, Kevin served
as the senior product consultant at
Experian where he oversaw the National
Business Database. In this role, he was
also responsible for BtoB new product
development.
Before joining Experian, Kevin held
product marketing and list management
roles at MBNA America Bank. He was
responsible for direct mail acquisition,
product development and strategies for
account acquisition and list management.
He also worked in the credit department,
underwriting unsecured loans.
About Experian®:
Experian is a global leader in
providing information, analytical and
marketing services to organizations and
consumers to help manage the risk and
reward of commercial and financial
decisions.
Combining its unique information tools
and deep understanding of individuals,
markets and economies, Experian partners
with organizations around the world to
establish and strengthen customer
relationships and provide their
businesses with competitive advantage.
www.experian.com
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