In business-to-business (B2B) direct marketing, I’m often asked about what kind of response rates to expect about the most productive media channels, the best lists, the best time to conduct a campaign, the most effective qualification questions. I always answer the same way, much to the frustration of my listener: “It depends.”

 But when the subject of the best offer comes up, I don’t have to hedge: “It’s information.”

Hands down, in most B2B situations, an offer of some kind of information about how to do your job better, how to solve a business problem, how to save time and money—this is the offer that will drive the best results for direct marketers.

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