In a B2B environment, direct response or e-sponse is often the most efficient, cost-effective and measurable way to speak directly with a targeted audience. It’s ideal for generating leads and prospects. But it’s also a great way to establish an ongoing dialogue and build customer intimacy. With today’s technology, your options for delivering compelling content are wide open, from traditional snail mail, to email, to a host of new multimedia e-sponse strategies designed to engage customers in today’s Web 2.0 world.