Author Archives: Robert Lesser

I am the founder and President of Direct Impact Marketing, a provider of on-demand inside sales and direct marketing services. Prior to stepping out as an entrepreneur, I held a number of marketing positions at Dell, IBM, Reckitt Benckiser and Loblaw Companies. The views of Robert Lesser absolutely represent the perspective of his company Direct Impact Marketing!

Top 5 Reasons to use Segmentation

By Robert Lesser | Published March 31, 2011

There are now more reasons than ever to invest in segmentation. Through segmentation a marketer identifies groups of customers that are ranked by their sales potential and can be classified based on any number of criteria.      By leveraging this intelligence, marketers can profile their ideal customer and forecast outcomes for marketing programs. Traditionally, B2B marketers [...]

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Lead Generation: Digital Strategies to Create New Sales Opportunities

By Robert Lesser | Published January 26, 2011

I wrote the below article for an eBook on digital marketing to be published shortly by CustomerThink. I wanted to let you know that I will be presenting at an upcoming Summit on B2B Digital Marketing from CustomerThink. The Summit consists of  three live webinars on the future of B2B digital marketing. It features leaders in digital marketing [...]

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Messaging Maximus for Lead Generation

By Robert Lesser | Published November 30, 2010

Does your messaging speak to the lowest common denominator? I am speaking of the email blast or direct mail piece that is one-size fits all. Or the telesales call that is the same for every conversation and simply asks: are you buying? Buyers react negatively not because lead generation and outbound marketing interrupts their day [...]

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