The purpose of this paper is to illustrate the
use of online mailing file databases, available from
commercial vendors, in providing the foundation for
developing marketing strategies. Concepts from the
area of customer relationship management (CRM) are
used to seek new prospects and convert them into highquality
customers. The empirical work that is included
in this paper was conducted for a company competing
in a high-tech B2B market. Emphasis is placed on the
use of CRM concepts to identify new prospective
customers so that top management can guide a
company’s salesforce in seeking new business. The
paper contributes to the competitive strategy literature
by documenting the successful use of a CRM approach
to develop marketing strategies and tactics for a B2B
firm that is seeking to grow by acquiring new
customers.