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One of the things that makes direct marketing and demand generation such powerful tools for today's B2B marketers is the ability to measure outcomes. With the right measurement tools and metrics in place, the results of one campaign should enable you to refine your strategy and generate a higher response from your next program. The pace of today's business world, particularly in the high-tech sector, often requires reacting instantly to market opportunities, competitive claims, sales targets, and a hundred other short-term factors. But while quick, "Fire drill" campaigns can help address short-term objectives, the inevitable lack of planning is often reflected in the overall success of the program.
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