Recently added articles from B to B:

Technology appeals to law firms as an equalizer; Ask the expert.(Legal)(JoAnna Forshee)(Interview)

Jun 23, 2008; Morrison, Mary E. ... Byline: Mary E. Morrison As CEO of Envision Agency, a marketing agency specializing in the legal industry, JoAnna Forshee advises legal technology and IT services companies on how to market to law firms. Below, Forshee offers her insight into the legal vertical and shares some ...

Adjusting for vertical opportunities.(Editor's Note)(Editorial)(Survey)

Jun 23, 2008; Booker, Ellis ... Byline: Ellis Booker Just a few years ago, otherwise intelligent businesspeople could be heard talking about how they were going to focus on the "small and midsize'' business market. At the time, everybody agreed "SMB'' was an important, and growing, segment, so it was ...

Bosch Rexroth deploys advertorials to communicate value proposition.(Manufacturing)

Jun 23, 2008 ... Byline: MARY E. MORRISON Case study: How safety info got bosch rexroth noticed Objective: Bosch Rexroth Corp. needed to educate the market about its new "safe motion'' technology, which protects machine operators who need to make manual adjustments. ...

Traditional media still reach C-level.(C-Suite)

Jun 23, 2008; Maddox, Kate ... Byline: KATE MADDOX Marketers trying to reach C-level executives are using a mix of off- and online channels, recognizing that while online is becoming increasingly important for this target audience, traditional channels are still effective. "It is very important ...

Business Objects reaches C-suite with focused content, online tools.(C-Suite)

Jun 23, 2008; Maddox, Kate ... Byline: Kate Maddox Case study: How Business objects reaches top execs Objective: Create thought leadership content and communities around C-level executives, including CFOs, CIOs, CMOs and other CXO titles. Strategy: Business Objects used microsites, ...

Common tactics reach diverse IT.(IT)

Jun 23, 2008 ... Byline: MARY E. MORRISON The IT vertical encompasses multiple subcategories-networking, security, storage, application development and wireless, to name a few-but companies successfully marketing to the professionals in this space have found there are some strategies and tactics ...

Novell boosts its position in IT field.(IT)

Jun 23, 2008 ... Byline: MARY E. MORRISON Case study: How Novell launched its suse linux platform Objective: Enterprise software and services provider Novell wanted to launch its SUSE Linux platform and establish itself as a serious contender in the Linux market. Strategy: ...

Cole Valley gets message out to lawyers.(Legal)(Cole Valley Software)

Jun 23, 2008; Morrison, Mary E. ... Byline: MARY E. MORRISON Cole Valley Software, based in Coeur d'Alene, Idaho, sells its customer relationship management software to midsize law firms as well as other professional services firms. The firm historically has relied on trade show marketing to meet prospects and to ...

Lenovo aims to raise profile in SMB market.(Small Business)(small-and-midsize business)

Jun 23, 2008; Maddox, Kate ... Byline: Kate Maddox In July, Beijing-based computer maker Lenovo introduced a rebranding campaign in the U.S. The effort was designed to raise awareness of Lenovo following its acquisition of IBM Corp.'s personal computer division in 2005. "The sweet spot of the ...

Update.(Legal)(Brief article)

Jun 23, 2008; Morrison, Mary E. ... Byline: Mary E. Morrison Law firms' business development budgets increased last year by more than 20%, while marketing budgets grew at a slightly slower pace, according to ALM Research's "2008 Law Firm Business Development Practices Survey.'' Combined spending for these two ...

Update.(Hospitality)(Survey)(Brief article)

Jun 23, 2008; Morrison, Mary E. ... Byline: Mary E. Morrison Hotels are getting serious about implementing green initiatives, according to the American Hotel & Lodging Association's Green Assessment Survey, released in May. According to the results, which were based on 217 online responses from AH&LA member ...

Update.(IT)

Jun 23, 2008 ... Byline: Mary E. Morrison The global workforce increasingly expects employers to provide "everywhere, all the time'' connectivity, forcing enterprises to re-examine their IT investments and business technology strategies, according to a May IDC study sponsored by Nortel. ...

Menus That Talk uses show to be heard.(Foodservice)

Jun 23, 2008; Morrison, Mary E. ... Byline: Mary E. Morrison Menus That Talk, a Taylannas Inc. company, is a provider of handheld, audio-enabled menus. The devices, which are the size of a DVD case, "speak" a menu in the language a users selects and are also labeled in Braille. Susan Perry, president-CEO of Menus ...

Xerox targets SMB market globally; Ask the expert.(Small Business)

Jun 23, 2008 ... Byline: Mary E. Morrison Xerox Corp. has made a big push over the last year to expand its marketing efforts into the small-business segment, which it pegs as a huge global marketing opportunity. Ed Gala, VP-corporate marketing service at Xerox, spoke with BtoB about ...

Focus marketing toward verticals still experiencing growth; Ask the expert.(News)(Interview)

Jun 23, 2008 ... BtoB: How are your clients approaching vertical market segmentation? Steenstra: For years, companies have driven their market messaging by touting product attributes and benefits. We're seeing more clients shift from traditional thinking to a more customercentric approach ....

Economic needs drive auto execs.(Automotive)

Jun 23, 2008; Morrisonn, Mary E. ... Byline: MARY E. MORRISON A struggling economy, the ongoing credit crisis and the soaring cost of fuel have made 2008 a difficult year for the auto industry, and suppliers selling to original equipment manufacturers have to be savvier than ever to get their message across ...

Researching consumer desires fuels OEM success; Ask the expert.(Automotive)(Interview)

Jun 23, 2008; Morrison, Mary E. ... Byline: Mary E. Morrison Craig Fitzgerald, partner at Plante & Moran, a certified public accounting and business advisory firm, has spent the past 25 years providing strategy services to the company's automotive supplier clients. Before joining Plante & Moran, Fitzgerald worked ...

Faurecia showcases vehicle modules at LA show.(Automotive)

Jun 23, 2008; Morrison, Mary E. ... Byline: MARY E. MORRISON Case study: How supplier Faurecia used a concept car at the La auto show to generate buzz Objective: Automotive supplier Faurecia, based in Nanterre, France, wanted to generate buzz about its innovations and showcase them in a way that ...

Fulfill specific agency needs.(Government)(Survey)

Jun 23, 2008; Morrison, Mary E. ... Byline: MARY E. MORRISON The economy may be slowing, but government spending activity is expected to increase this year, and marketers that target the right message to the right audience stand to win business from federal, state and local government entities whose annual ...

Keeping message about simple solutions gets through to IT pros; Ask the expert.(IT)(Interview)

Jun 23, 2008; Morrison, Mary E. ... Byline: Mary E. Morrison As VP-strategic marketing and business development of United Business Media's Everything Channel Group, Kate Spellman knows how to reach IT decision-makers. Prior to her current role at UBM, she was the publisher of the company's SmallBizResource .com; ...