Our last printed issue of LEAD: Performance-Marketing Insight™ has a great article about foundational direct marketing math — so you can easily determine how much you can afford to spend on lead generation, including fulfillment. Plus, you find out what the differences — and similarities — are between B2B and consumer marketing.

Precise targeting is the secret weapon of any marketer worth his or her salt. In every campaign, the creative work gets the glory. The offer is obvious. But finding the right audience, while diving into overwhelming amounts of data, can be as much art as science. In this issue of LEAD: Performance-Marketing Insight™, we discuss innovative ways to target.

The best marketing ideas are often the simplest. Take a look at two case studies highlighting how marketers simplified their approach and created winning campaigns. This newsletter also has several ideas for improving your social media marketing strategy.

Several articles in this issue have to do with marketing health insurance. You may not be in a business that’s under fire in the same way as the insurance industry, but you can learn a great deal from these savvy marketers.

Direct/digital marketers have to focus on both short-term strategies and long-term goals. This newsletter provides case studies, as well as how-to articles, that show marketers great examples of both kinds of effort.

The marketers highlighted in this newsletter are using multiple media to reach people at different moments by:

• Using surveys to get useful marketing information.
• Strategically reallocating budget to new media when the numbers indicated it was the smart move to make.

• On page 6, you’ll see how marketers are using more accurate online display ad targeting to bring a lower cost per new member.
• Find out how Amnesty International tested dramatic creative executions to exceed its online goals.
• If you’re working in DRTV, find out how HIP health care of New York has increased ROI in one of the most expensive and competitive markets on the planet.

In this newsletter, you’ll see how experts at Kaiser Permanente targeted their business-to-business audience . . . how Hyatt Vacation Club segmented for success . . . and how AT&T targeted an email campaign that brought new customers into its stores.

In this issue, you’ll see how some very smart marketers — including RSA® Conference, GHI and AT&T — used multiple channels to sell, and chose very different tactics that led to their success.

In this issue, you’ll see how Puget Sound Health Partners (PSHP) successfully launched a new product from a brand-new company. PSHP fought an uphill battle and is winning in the marketplace. You’ll also see how AT&T took its product — wireless service — through the life cycle and how it continues to grow in this mature marketplace.

Our green issue covers ways to reduce your marketing efforts’ carbon footprint.

Take a look at a case study describing how Emerson Network Power/Liebert communicates with value-added resellers (VARs) with a standout campaign that really made an impact on these key players. You can also peek inside the heads of your fellow marketers with the results of our survey.

See how a number of very different companies — AAA Mid-Atlantic, ACT! by Sage and a very high-end resort among them — used smart marketing strategies to impact sales.

• Find out how World Vision used a mail program to strengthen its bond with donors.
• See the full complement of collateral materials Xerox put together, with direct marketing principles in mind, for its newest HighLight Color printer.
• Learn how Optima Insurance sent customers to a broker channel that’s ready, equipped and highly motivated to sell their products.

A marketing list is not just a bunch of names to be used over and over again. A list is a collection of data on which the success of your direct marketing depends. There are innumerable ways to add value to that data, and that is what this issue is about - maximizing the value of your targeting.