BtoB articles from April 2002

BtoB archives from April 2002

April 1958: 'Air age' arrives; Hindsight A b-to-b time capsule.
April 8, 2002... Air travel still had a certain cachet back in the late 1950s, when salesmen for Pittsburgh-based manufacturer H.H. Robertson Co. gathered for their annual sales meeting. "Our program takes full advantage of the 'air age.' We not only flew...

Who's Who 100.(Directory)
April 8, 2002... CORPORATE THOUGHT LEADERS Who: John Chambers What: President-CEO Where: Cisco Systems Inc. Why: It's been a wild ride for Chambers, whose company was once the golden child of the Internet boom. Stock prices have been turbulent of late,...

Advertisers to Oscars: `We really like you!'.(advertising during Academy Awards)(Brief Article)
April 8, 2002... Many b-to-b advertisers went for a bit of Hollywood glitz by using last month's 74th annual Academy Awards show to reach business executives. Mixed in among flashy ads for Diet Pepsi, Cadillac and Victoria's Secret were business-focused...

Case Study: LexJet fosters relationships with digital dialogue.(Revenio Inc. software)(Brief Article)
April 8, 2002... LexJet Corp., Sarasota, Fla., is a supplier of color digital imaging materials to professional printers. In business since 1994, the company has traditionally sold photographic paper to commercial photo labs, plastics and banners to trade show...

Cut to the Chase: Internet.(Cable and Wireless PLC internet site found to be confusing)(Brief Article)
April 8, 2002... Company: Cable & Wireless plc Agency: In-house Market: CIOs, telecommunications managers Chase: We recently found a popular business site plastered with banners and skyscrapers for Cable & Wireless. The ads combine pictures of historical...

Cut to the Chase: Television.(SAP America Inc. ad considered)(Brief Article)
April 8, 2002... Company: SAP America Inc., Newtown Square, Pa. Agency: Ogilvy & Mather, New York Market: CIOs, marketing managers Chase: In a 30-second spot from SAP, the camera follows a woman emerging from a building wearing an unusual pair of boots. The ad,...

Study explores software support ; Developers polled on how much technical support is necessary.(Brief Article)
April 8, 2002... Only one-quarter of software developers say 24x7 technical support is absolutely necessary, according to a survey by Evans Data Corp., a Santa Cruz, Calif., research company. The survey, based on responses from more than 800 software...

Recovering markets and continuing consolidation.
April 8, 2002... As the U.S. economy begins its slow march toward recovery, survivors of the dot-com blowout are again making a case for their services or looking around for premium properties and people to acquire. On Page 1 of this issue we look at how...

CRM: Carol Burch, SAP America Inc.(Customer relationship management software)(Brief Article)
April 8, 2002... In January 2001, after being named SAP's senior VP-global CRM business development, Carol Burch immediately started putting together a team to leverage the existing model to ultimately dominate the marketplace. ``Within 12 months we went from 0...

Update: Looking for signs of life in moribund e-markets.(Brief Article)
April 8, 2002... The eerie silence among the major b-to-b online exchanges has some onlookers wondering if they can recover from the e-commerce hangover that's now entering its third year. ``There are telltale signs that they're focusing on other things...

Understanding campaign management.(online marketing campaigns)(Brief Article)
April 8, 2002... You don't need an MBA to understand campaign management. Simply put, online campaign management tools help marketers plan, execute and analyze an online media buy, making sure they get the highest return for their marketing dollars. Some...

By Design: Waterloo Industries retools site.(Mathis, Earnest and Vandeventer)(Brief Article)
April 8, 2002... Company: Waterloo Industries Inc., Waterloo, Iowa Web Site: www.waterlooindustries.com Agency: Mathis, Earnest and Vandeventer, Cedar Falls, Iowa Launch date: March 8, 2002 Design: Waterloo Industries, which makes tool storage...

Marketer: Mich Mathews, Microsoft Corp.(Brief Article)
April 8, 2002... Being able to adapt on the fly is an important quality for any marketer. But as corporate VP-marketing for Redmond, Wash.-based Microsoft Corp., Mich Mathews has probably tested her ability more than most. And with the business world closely...

Beyond The Biz.(Brief Article)
April 8, 2002... To 55 years of good health and hard work Doremus & Co., New York, held an anniversary celebration last month for 75-year-old Stanley Rygor, senior VP-account supervisor, who has been with the b-to-b agency for 55 years and has never missed...

Advertising agency: Carl Anderson, Doremus & Co.(Brief Article)
April 8, 2002... At the helm of Doremus & Co. since 1992, Carl Anderson has helped transform the 99-year-old agency from a pure financial services-focused shop to a premier b-to-b agency serving a broad base of clients. Anderson joined Doremus in 1986 as chief...

Emerson re-charges brand with shift away from Electric.(Brief Article)
April 8, 2002... Emerson (formerly Emerson Electric Co.), a $15.5 billion manufacturing company, this week launches its first corporate advertising campaign to raise awareness of the Emerson brand and educate executives about its diverse businesses. ...

Quote Unquote.(from Scott Bedbury's "A New Brand World'')(Brief Article)
April 8, 2002... ``Where we once looked at brands on a surface level, we now... plumb their depths, looking for reassurance that they are good, responsible, sensitive, knowing and hip.'' From the just-published ``A New Brand World'' by Scott Bedbury, the...

Essential items for an online press room.(Brief Article)
April 8, 2002... Making a journalist's job easier increases your chances of being covered by the media, and one of the most effective ways to do this is with an easily accessed, informative online press room. The media often are overworked, under-staffed...

CEOs by type.(Doremus and Co. report)(Brief Article)
April 8, 2002... In its recently released ``C6'' study, Doremus Advertising identified six kinds of CEOs and other top executives: * Entrepreneurial achiever: Instituted casual dress policy, carefully reads business publications, works out at 6 a.m. three...

Road trip: Chasers look at trucking ads.(Commercial Carrier Journal advertisements)(Brief Article)
April 8, 2002... Let's get vertical. While the Chasers often look at broad-ranging, big-bucks ads tailored for the Wall Street crowd, from time to time it's important for us to examine niche vehicles for a different perspective on creative execution. In...

In Direct.(Brief Article)
April 8, 2002... DoubleClick sells e-mail list unit Online advertising firm DoubleClick Inc. sold its e-mail list services unit to database services provider InfoUSA in order to focus on its e-mail technology business. Terms of the deal were not disclosed....

Quick Hits.(Brief Article)(Statistical Data Included)
April 8, 2002... Study touts value of trade publications A recently released survey by Slack Barshinger & Partners, a Chicago b-to-b advertising agency, found trade publications remain effective among their target audience. ``It surprised us,'' said Pat...

`BtoB' launches NetMarketing series.(Brief Article)
April 8, 2002... BtoB will host a series of breakfast events focused on the real-world experiences of b-to-b marketers. The multi-city NetMarketing Breakfast Series will feature a panel of distinguished marketing executives discussing how they use the Internet...

Distributors far from being dead ; Graybar invests heavily in e-biz platform to maintain vital role in sales channel.(Brief Article)(Statistical Data Included)
April 8, 2002... Back in the days when established businesses were afraid of getting ``Amazoned,'' some observers declared that the traditional distribution channel had the life expectancy of a fruit fly. The thinking was that the Internet would enable b-to-b...

What's Working: Meaningful measures beyond the 'big click'.(marketer RappDigital uses Jupiter Media Metrix campaign analysis tools)(Brief Article)
April 8, 2002... J. G. Sandom heard about Jupiter Media Metrix's Campaign Analysis tools at an industry conference six months ago. At the time, Sandom, president of New York-based interactive marketing company RappDigital, was only casually looking for a...

New Campaigns.(Parket Hannifin Corp.; MarketWatch.com)(Brief Article)
April 8, 2002... Parker Hannifin makes 'Anything Possible' Parker Hannifin Corp., a 90-year-old manufacturer of motion-control technology, last month launched its first corporate branding campaign, designed to show the scope of the company, which serves...

The Profile Box: Jones seeks perfect game plan for 'Inc'.(Lee Jones)(Brief Article)
April 8, 2002... Lee Jones, who pitched three seasons in the California Angels farm system, is facing a squeeze play in his current position. Nearly a year after taking over as publisher of Inc, Jones has had to make some tough calls to deal with the tight...

Business Media: Robert Callahan, Ziff Davis Media Inc.(Brief Article)
April 8, 2002... It's been raining bad news on Ziff Davis Media Inc. lately: Double digit ad-page declines. Staff terminations. Struggles to make bond payments. Robert Callahan, who became chairman-CEO of Ziff Davis last October, was brought in to provide...

Direct & Database: Leland Kroll, Kroll Direct Marketing.(Brief Article)(Statistical Data Included)
April 8, 2002... Lee Kroll thinks the pendulum is starting to swing in the right direction for list managers and brokers. And he believes his company, Kroll Direct Marketing, is well positioned to take advantage of this change. Hampered by the sluggish...

Will public feud hurt HP's brand?(Hewlett Packard Co.)
April 8, 2002... The only clear winners in the recent acrimonious Hewlett-Packard Co. proxy fight were The Wall Street Journal, The New York Times and several other U.S. newspapers. They were showered with a windfall of ad pages from both sides of the...

Corporate thougth leader: Bruce Cleveland, Siebel Systems Inc.(Brief Article)
April 8, 2002... Last year was a down year for most, but it was a time of growth, prosperity and accolades for Siebel Systems Inc. A key member of the company's leadership team, Bruce Cleveland, senior VP-marketing, helped position Siebel on top of the...

E-Commerce: Robert Calderoni, Ariba Inc.
April 8, 2002... When Robert Calderoni took the helm of e-commerce software vendor Ariba Inc. last October, he knew he had a big job ahead of him. He had been through major transitions before, in leadership roles at both IBM Corp. and Apple Computer Inc. But...

IBM, Genesys enter alliance.(Genesys Telecommunications Laboratories Inc.)(integrated customer service)(Brief Article)
April 8, 2002... IBM Corp. and Genesys Telecommunications Laboratories Inc., a wholly owned subsidiary of Alcatel, last month announced a strategic alliance to provide integrated customer contact centers and customer relationship management services to vertical...

Who's Who 2002.
April 8, 2002... From Microsoft CEO Bill Gates to U.S. Postmaster General Jack Potter, there are many famous folks on BtoB's second annual ``Who's Who'' list. But among the 100 intelligent, interesting and insightful individuals we've selected are some-both...

Media News.(meshed briefs)(Brief Article)(Statistical Data Included)
April 8, 2002... Business traveler magazine set to fly In an effort to target business travelers, American Express Publishing Co. announced the spring launch of SkyGuide GO. The quarterly publication, which will have an initial circulation of 160,000, will...

Briefs.(Zycus software: AutoClass; Forrester Research Inc. study on e-commerce)(Brief Article)(Statistical Data Included)
April 8, 2002... Technology spending expected to decline Spending on e-business technologies will drop to 3% of revenue this year from an average of 3.5% in 2001, according to a study by Forrester Research Inc. The study, which took the pulse of about 900...

Clued In: Estimate customer lifetime value using campaign results.(Brief Article)
April 8, 2002... Customer Lifetime Value (CLV) became a joke during the Internet boom. When managing their campaigns, Web marketers were advised to consider the potential value of a customer's lifetime loyalty. They also were encouraged to give these...

Hispanic market growing rapidly ; DMA honoree sees huge opportunity for insurance, financial services companies.(Direct Marketing Association)(Shelly Lipton)(Brief Article)(Interview)
April 8, 2002... Shelly Lipton decided to turn his passion for Latino culture into commerce when he founded Lipton Communications Group Inc. in 1989 to develop integrated direct marketing programs targeting the Hispanic market. He worked with Fortune 500...

Shakeout continues for e-mail firms; Doubleclick, others set sights on smaller specialty shops.(electronic mail marketing companies)
April 8, 2002... Full-service e-mail marketing companies, struggling to survive after the burst of the dot-com bubble, are merging or being acquired at a brisk pace. The phenomenon is narrowing the field to a handful of players, a reprise of the way independent...

Customer surveys count.(Professional Exhibits and Graphics survey)(Brief Article)
April 8, 2002... Last year, my trade show exhibition firm launched a customer survey to find clues to fragile relationships. We also wanted to learn what pleased our valued customers so we could replicate these practices with other accounts. Not only did the...

GE roadshow trumpets e-commerce.(General Electric)(Brief Article)
April 8, 2002... General Electric Co.'s electronic trading unit is bringing out the big guns to convince North America's biggest corporations that e-commerce isn't dead. Rather than relying on direct mail, mass advertising or other traditional marketing...

BtoB Q&A: Oracle exec sits down to chat in the CRM suite.(Rene Bonvanie on customer relationship management)(Brief Article)(Interview)
April 8, 2002... Described as Oracle's ``CRM marketing guru,'' Rene Bonvanie is an authoritative voice on the company's products and strategy, as well as the CRM marketplace in general. Bonvanie, Oracle's VP-CRM development, marketing and partnering...

Campaign management; Marketers embrace new options for handling online ad planning and analysis, from stand-alone tools to CRM-based packages.(Brief Article)
April 8, 2002... Managing multiple online advertising campaigns had become something of a juggling act for Tim McHale, chief media officer with advertising agency Tribal DDB, New York. So last summer, McHale, who oversees as many as 10 client campaigns at once,...

Studies examine 'C-level' mindset; Doremus classifies top brass by type; Forbes.com finds execs devoted to the Web.(Brief Article)
April 8, 2002... CXOs. Top management. The C-level. No matter what label you slap on it, the executive suite has become an increasingly important b-to-b marketing target as technology has made businesses more integrated, requiring that more decisions come from...

Goat or Gloat.(advertisements)(Advertising)(Brief Article)
April 8, 2002... Company: Sprint PCS, Overland Park, Kan. Market: C-level executives Agency: Publicis & Hal Riney, San Francisco Quick chase: The anecdote about a worker unnecessarily playing phone tag with a client makes a good point. But the type is difficult...

Analysts/Academia: Wilma Jordan, The Jordan, Edmiston Group Inc.(Brief Article)
April 8, 2002... A few months after helping to manage the 1987 sale of the Esquire Magazine Group, Wilma Jordan was considering her options when she got a call from a friend, Texas Monthly Publisher Mike Levy. He asked Jordan to fly from New York to Austin to...

Marketing Services: Kevin Ryan, DoubleClick Inc.(Brief Article)
April 8, 2002... New York-based DoubleClick Inc. made its name as the leader in consumer online advertising. That business, however, has shriveled of late, and Kevin Ryan, DoubleClick's CEO, has led the company into new-and, he hopes-more lucrative ventures...

Association/Government: Greg Stuart, Interactive Advertising Bureau.(Brief Article)
April 8, 2002... As head of the Interactive Advertising Bureau, Greg Stuart represents sellers of online advertising. But he brings to the job a decade's worth of experience on the media-buying side, as well as marketing expertise from start-up ventures. ...

Correction.
April 8, 2002... The ad agency that created the ad for Internet Security Systems featured in Chasers (March 11, page 34) was misidentified. Abovo Marketing, Atlanta, created the ad.

Y&R Geneva takes pan-regional road; One-stop, multilingual shop wins favor of marketers targeting European audiences.(Young and Rubicam)(Brief Article)
April 8, 2002... The Geneva, Switzerland, office of Young & Rubicam has a pan-regional approach that is paying off for the agency as its clients expand campaigns into multiple European markets and seek improved efficiency. Y&R Business Communications,...

Who's Who 100.(corporate leaders)(Brief Article)(Directory)
April 8, 2002... CORPORATE THOUGHT LEADERS Who: John Chambers What: President-CEO Where: Cisco Systems Inc. Why: It's been a wild ride for Chambers, whose company was once the golden child of the Internet boom. Stock prices have been turbulent of late,...