Recently added articles from B to B:
'Open source' vendors push advantage; IT buyers seeking cost- savings on software ripe for marketing messages.(News)
Mar 09, 2009; ... Byline: RICH KARPINSKI Ready to get jealous? How would you like to work in an industry that benefits from economic downturns and for companies that see revenue, customer acquisition and budgets grow during these toughest of times? While the majority of b-to-b ...
Measurement amid a downturn.(NetMarketing)(Interview)
Mar 09, 2009; ... Byline: R.K. Jim Sterne is an analyst at Targeting.com and chairman of the Web Analytics Association. BtoB recently asked Sterne about the impact of the current economy on Web analytics and the hot trends in marketing measurement. BtoB: What has the economic downturn ...
In Direct.(Direct & Database)
Mar 09, 2009 ... Direct mail spending continues to fall The recession, rising postage rates and marketing trends have combined to severely affect direct mail spending in the U.S. Last year, total direct mail spending declined 3%, according to a new white paper by marketing consultancy ...
Bank bailout a game changer; Financial crisis creates hardship, opportunity for b-to-b marketers.(Vertical Insight: Financial Services)
Mar 09, 2009; ... Byline: CHARLOTTE WOOLARD Pop-star performances and parties surrounding the Northern Trust Open may have seemed like business as usual to an industry accustomed to relationship marketing. But now that the public spotlight has been turned on some of the U.S.' largest financial ...
Automation key to b-to-b marketing, sales success; New tools focus on external data, prospect development, knowledge management and sales enablement.(Tools & Metrics)
Mar 09, 2009; ... Byline: RICH KARPINSKI After years of bucking the rigid requirements of sales force automation platforms that helped managers track them but often didn't help them make sales, a new generation of sales enablement tools is being embraced by b-to-b sales staffs. Such ...
New PR reality: Link over ink.(Opinion)
Mar 09, 2009; ... Byline: Paul Gillin For years, media relations professionals have struggled with the question of whether coverage in prominent print publications is worth more than online mentions. Clients and executives mumble "That's nice'' about a Web link but get excited about a reference ...
Mendenhall's take on transforming HP; Michael Mendenhall: CMO, Hewlett-Packard Co.(Q&A)(Hewlett-Packard Co.)(Interview)
Mar 09, 2009; ... Byline: KATE MADDOX Since being named senior VP-CMO, Michael Mendenhall has led Hewlett-Packard Co.'s marketing efforts as it transformed itself from a hardware and software company into an end-to-end IT services company. In the following interview with BtoB, ...
Analyzing analytics 2.0; New systems offer better integration and perks, such as real-time measurement, but they still need human interpretation.(NetMarketing)
Mar 09, 2009; ... Byline: RICH KARPINSKI Imagine sitting at your desk with your company Web site up on the screen. What would you like to know at that moment? How about a scrolling list of companies visiting your site at that second, with the ability to find out which office location was browsing ...
`BtoB' announces virtual lead-gen conference.(News)
Mar 09, 2009 ... On May 19, BtoB will produce "Leading Edge: Demand Generation in the Digital Age,'' a daylong virtual conference on lead-management technologies and tactics for b-to-b marketers. The free online event, powered by ON24, will feature keynote ...
Economy drives interest in more complex virtual events.(B to B Special Report: Event Marketing)(Conference news)
Mar 09, 2009 ... Byline: CHARLOTTE WOOLARD Novell markets by the numbers. So last fall, when registration for the software company's annual BrainShare conference lagged expectations, the company conducted a poll of past participants. "Their interest in our products and solutions was ...
Beyond the Biz: Selecting sources, sowing seeds and stocking shelves.(News)
Mar 09, 2009 ... Mom can't help you here. The hunt for jobs in today's recessionary climate has proven arduous, if not dire, for millions, and less than stellar references won't aid the situation. The Creative Group, a specialized staffing service, surveyed 250 U.S. advertising and marketing executives ...
Is there anything e-mail can't do? Marketing technique doubles as affordable campaign management, CRM for small businesses.(Direct & Database)
Mar 09, 2009 ... Byline: CHRISTOPHER HOSFORD Customer relationship management (CRM) solutions are traditionally thought of as sales-lead tools used by the sales team in the field. E-mail, by contrast, is usually considered a direct-marketing channel, with the finger of the marketer hovering over ...
Emerson sees recession as 'opportune time'.(News)
Mar 09, 2009 ... Byline: KATE MADDOX Emerson Electric Co., an engineering company with more than 60 business divisions, last week introduced a global ad campaign designed to show how it is providing innovative solutions in heating, power and energy efficiency. The integrated ...
New Campaigns.(Advertising)
Mar 09, 2009 ... NYSE Euronext "The Exchanging World'' Agency: Euro RSCG, New York Target audience: Investors and corporate leaders Campaign objective: Highlight the organization's leadership role in global finance Media: Print (Financial Times, The Wall Street Journal); online ...
A point in the right direction.(Chasers)
Mar 09, 2009 ... Back in the day, the primary mission of print advertising was to warm the doorknob for the company's sales reps. That's still an important role, as is brand building. But in these digital times, a good b-to-b ad needs to drive readers to the advertiser's Web site, where a much richer story ...
Correction.(Corrections)(Correction notice)
Mar 09, 2009 ... In "Show audits low priority'' (Feb. 9, page 14), ...
Xerox CEO: Stay relevant to stand out in the crowd; Digital media, one-to-one communications make biggest impact.(News)
Feb 09, 2009 ... Late last month, Anne Mulcahy, chairman-CEO of Xerox Corp., delivered a keynote at the American Marketing Association's Mplanet conference in Orlando, Fla. BtoB Editor Ellis Booker reached Mulcahy by phone to follow up on her speech, "Getting Heard in a Sea of Information,'' and to ask how ...
Database face-to-face; Our expert panel discusses dramatically changing business models, care and feeding of list-owner customers and the shifting needs of marketers.(B to B Special Report: List Management)(Discussion)
Feb 09, 2009 ... Byline: CHRISTOPHER HOSFORD To take the pulse of the industry, BtoB Senior Reporter Christopher Hosford contacted list management and list broker executives to solicit their views on trends within the list and database industry and, in particular, their response to the state of ...
Cut to the Chase.(Chasers)(advertisng of Comcast Corp. and AT&T Inc.)(Brief article)
Feb 09, 2009 ... Company: Comcast, Philadelphia Agency: N/A Market: Small businesses, CIOs Quick chase: This online ad for Comcast Business Class lacks focus. The banner touts access on the fly, sharing information with team members and growth. The landing page, which features the lame image of an ...
Why Twitter beat Second Life.(Opinion)
Feb 09, 2009; ... Byline: Paul Gillin Remember Second Life? Two years ago it was all the rage in b-to-b marketing, and companies like Cisco Systems, IBM Corp., and General Motors Corp. built "islands'' in the site's famous virtual world. It was even the topic of this column back in April 2007. ...