Take a look at this article from "B2B". Its headline: Direct Response Garners Biggest Piece of Marketing Budget.
Key points: Direct Response represents 42.9% of business-to-business marketing budgets. Of that, the biggest piece is direct mail (27.5%).
As a direct marketer, news like this always makes me happy. Means job security and future opportunities. And, moreover, the continued growth of DR channels illustrates that direct response WORKS--it builds business, plain and simple. I think that's why we love this industry. We are working on programs that we can justify with numbers--sales, leads, retention rates, etc.
Yes, we are held accountable to delivering results, but as a marketer, I wouldn't want it any other way!