BtoB articles from August 2003

BtoB archives from August 2003

Direct Personality: Hill Holliday taps Borman to lead growing division.(Kim Borman of Hill Holliday, Connors, Cosmopulos Inc.)
August 11, 2003... Byline: CAROL KROL Kim Borman, recently named senior VP-group account director at Hill Holliday Connors Cosmopulos, is notable because of her experience on both sides of the advertising fence-branding and direct marketing. "You can't...

Quote Unquote.(Opinion)
August 11, 2003... "The days of many, many rich-media third-party vendors, each with its own code that gets embedded into a file, are coming to an end.'' Bill McCloskey, CEO of Emerging Interest, speaking about consolidation in the industry (see "Rich-media...

Marketers fight fax regulations; Trade groups say rules will hamper business.(News)
August 11, 2003... Byline: CAROL KROL Trade groups are petitioning the Federal Communications Commission to overturn its recently adopted restrictions on unsolicited commercial faxing, claiming they will hamper companies' ability to market to customers. ...

Rules of engagement for comparative ads.(Chasers)
August 11, 2003... There's business-to-business advertising, and then there's business-vs.-business advertising. Typically, in an adversarial ad, a smaller or less-established competitor favorably compares itself with the market leader. Such advertising...

E-mail marketers missing the mark.(News)
August 11, 2003... Byline: KATE MADDOX As e-mail becomes an increasingly important and cost-effective tool for marketers, companies must learn better methods of segmenting, targeting and measuring their messages, according to a new study from Jupiter...

Postal reform commission delivers final report.(News)
August 11, 2003... Byline: CAROL KROL Mailing industry executives applauded the reform proposals contained in the final report of the President's Commission on the U.S. Postal Service, a nine-member bipartisan committee of private enterprise executives who...

Behind the best; Centralized Web site management is key.(NetMarketing: 100 Best B-to-B Web Sites)
August 11, 2003... Byline: KATE MADDOX Over the past decade, Web site management shifted between marketing and IT departments in most organizations, often in a decentralized structure. Now, it's become a tightly run, centralized function at most b-to-b...

Agenda.(Calendar/Datebook)
August 11, 2003... Aug. 12-14 Fundamentals of B-to-B Direct Marketing The Direct Marketing Association, BtoB Magazine New York The DMA Seminar Center (212) 790-1500 www.dmab2bfund.org Aug. 18-21 Search Engine Strategies...

Beyond the Biz; AmEx gets exposure with 'Restaurant'.(Briefs)
August 11, 2003... Talk about product placement. If you've tuned into NBC's TV show "The Restaurant,'' you've undoubtedly noticed numerous references to the logo and products of American Express Co.'s OPEN: The Small Business Network. AmEx is a primary sponsor...

NetMarketing 100 Methodology.(NetMarketing: 100 Best B-to-B Web Sites)
August 11, 2003... BtoB's NetMarketing 100 is a list of the best b-to-b Web sites in terms of marketing effectiveness. BtoB began the evaluation process for the list in June. We created a master list of about 800 Web sites composed of the sites on last year's...

NetMarketing: 100 Best B-to-B Web Sites.
August 11, 2003... Byline: MARY E. MORRISON Every year, BtoB evaluates about 800 Web sites in 14 industry categories to determine which have earned a spot in the NetMarketing 100, our list of the best b-to-b Web sites. On the following pages, you'll find...

Battle of the search bots; Google, Yahoo! lead fierce competition in booming search marketing arena.(News)(Company Profile)
August 11, 2003... Byline: CAROL KROL With its $1.63 billion bid to purchase Overture Services Inc. last month, Yahoo! Inc. made no secret of its desire to be at the top of the search marketing industry. "Together, the two companies will be able to...

Case Study: E-learning firm gets CRM education.(CRM Strategies)(Company Profile)
August 11, 2003... Byline: Richard Karpinski CHALLENGE: Like many small but fast-growing b-to-b companies, Boston-based learning software vendor OutStart Inc. realized it was outgrowing its initial customer relationship management software. The company had...

Self-service apps make comeback; Reservoir partners report finds more demand, vendors in customer self-service.(CRM Strategies)
August 11, 2003... Byline: Karen J. Bannan In an effort to improve customer service, Corporate Communications Broadcast Network Inc., which helps publicly traded organizations disseminate information, sends out a semiannual questionnaire to its customers....

In Direct.(Direct & Database)(Brief Article)
August 11, 2003... DMA blasts amended `Do Not Call' list fees The Direct Marketing Association labeled the the Federal Trade Commission's amended "Do Not Call'' list access fees "a new and unreasonable tax on business.'' The FTC announced last week that it...

BtoB Q&A: Venerable Vegas tech show will go on; Smaller, revitalized Comdex remains relevant for a changed industry, declares CEO of MediaLive.(Special Report: Event Marketing)(Interview)
August 11, 2003... Robert W. Priest-Heck might sound like a well-traveled executive, with a resume listing five employers in the last 12 years. In fact, he's spent all of those years at various iterations of ZD Events, which has been sold four times since 1991,...

QUANTIFY SUCCESS: SEVEN METRICS FOR MEASURING EVENT PROGRAMS.(Special Report: Event Marketing)
August 11, 2003... Almost every day, event marketers are asked to determine what value events deliver, and at precisely what cost. This is especially challenging when event performance can be difficult to measure. Qualifying leads and gauging increased...

Cut to the Chase: Print.(Chasers)
August 11, 2003... Company: General Dynamics Electric Boat, Groton, Conn. Agency: Mintz & Hoke, Avon, Conn. Market: Department of Defense Quick chase: This ad deftly captures the essence of stealth with the photo of a vast and empty ocean beneath a flotilla of...

Goat or Gloat.(advertising)
August 11, 2003... Company: StorageTek, Louisville, Colo. Agency: LBWorks, Chicago Market: IT management Chase: It's never a bad idea to display empathy for the target audience. Show them you understand what they endure, while offering a solution to the pain. But...

Sponsors bet on NTRA to reach horseracing pros.(News)
August 11, 2003... Byline: SEAN CALLAHAN The National Thoroughbred Racing Association was founded in 1997, long after Major League Baseball, the National Football League, even NASCAR. But an innovative sports marketing program, NTRA Purchasing, is helping...

No more cavernous exhibit halls?(Opinion)(Brief Article)
August 11, 2003... Byline: Ellis Booker The conventional wisdom about conventions is that big, boisterous trade shows have been supplanted, permanently, by smaller, targeted events-invite-only seminars, Webinars and breakfast meetings featuring heart-healthy...

August 1993: Building customer trust; Hindsight A b-to-b time capsule.(Opinion)(Brief Article)
August 11, 2003... Long before CRM entered the b-to-b lexicon, Larry Light, chairman of marketing consultancy Arcature Corp., stressed the importance of fostering customer trust: "The brand battle in the future will be for customer trust-leading to loyalty....

B-to-b firms test shared ad mail; Pitney bowes, Madison direct team up for mailing to 100,000 small businesses.(Direct & Database)(Madison Direct Marketing Ltd.)(Pitney Bowes Inc.)
August 11, 2003... Byline: CAROL KROL Madison Direct Marketing Ltd., a company that distributes shared advertiser mail, is making its first foray into b-to-b this month with Pitney Bowes Inc.'s PB Direct division as its partner. The two companies plan to...

Marketers' use of custom publishing on the rise; A number of b-to-b marketers still believe in the power of print.(Business Media)
August 11, 2003... Byline: SEAN CALLAHAN Even though b-to-b ad pages continue their steady decline of the past three years, one area of print appears to be growing-custom publishing. Companies such as Cisco Systems Inc., Hewlett-Packard Co., Pitney Bowes...

Quick Hits; Veronis media forecast bullish on b-to-b.(Briefs)(Industry Overview)
August 11, 2003... Despite continued sluggish spending on b-to-b media in the U.S., media merchant bank Veronis Suhler Stevenson L.L.C. is bullish about the sector's prospects for growth in the period 2002-2007. The company's recently released annual...

#1: Hewlett-Packard Co. www.hp.com.(NetMarketing: 100 Best B-to-B Web Sites)
August 11, 2003... Byline: KATE MADDOX Hewlett-Packard Co., Palo Alto, Calif., was named No. 1 in this year's NetMarketing 100, BtoB's annual ranking of the top b-to-b Web sites. The site, which was re-launched last May at www.hp.com following...

New Campaigns.(Rabobank and IBM Corp.)(Brief Article)
August 11, 2003... Rabobank campaign promotes food expertise Rabobank, an agricultural financial bank, last month launched a print and direct mail campaign featuring photos of pairs of foods that look identical but aren't. The campaign, with a tagline of...

Rich-media content easier to build, use; New technologies, evolving industry standards expected to advance use of medium for ads.(Advertising)
August 11, 2003... Byline: KATE MADDOX Advances in technology and the growing penetration of broadband are helping to increase the use of rich media by marketers, even as the online advertising industry struggles to define standards for the maturing medium....

Web site usability vs. usefulness.(Opinion)
August 11, 2003... Byline: Stephen Thompson Your Web site may be usable, but is it useful? While this seems like a simple question, it isn't an easy one to answer. That's because the Internet looks like a branding and communications vehicle to some and...

Sales supports marketing, not vice versa.(Opinion)
August 11, 2003... Byline: Robert F. Lauterborn `Why can't sales and marketing get along?'' many CEOs complain, frustrated by constant friction between the two vital functions. There's a simple answer to that question: Most companies have never...

BtoB Q&A: New GE CMO taps 'imagination'; Comstock's Filling of long-vacant post shows Firm's commitment to marketing.(News)(Beth Comstock)(Interview)
August 11, 2003... Byline: SEAN CALLAHAN On July 15, General Electric Co. named Beth Comstock as chief marketing officer-corporate VP-marketing. She is the first person to hold the CMO title at GE in nearly a decade. Along with Judy Hu, GE's general...

Conference and Event Marketing: Economy size; As smaller shows grow in popularity among cost-conscious attendees and exhibitors, marketers must weigh the value of keeping a booth at big events.(Special Report: Event Marketing)
August 11, 2003... Byline: CAROL KROL It's no secret that targeted events have been stealing the spotlight from bigger trade shows during the economic downturn. But the trend seems to be growing, and it may signal a permanent, tectonic shift in event...

Case Study: Toshiba scores with sports event; Party to promote new wireless modem saved money, won raves from attendees.(Special Report: Event Marketing)
August 11, 2003... Byline: ROGER SLAVENS Toshiba Network Products (TNP) of Irvine, Calif., pulled off one of its most successful events ever-a sports-themed party at ESPN Zone during last year's Broadband Plus 2002 show in Anaheim-for 20% of the cost of a...

Rolling on the rails of branding; Union Pacific uses image campaign to reach employees.(News)(Company Profile)
August 11, 2003... Byline: Sean Callahan Union Pacific Corp.'s ongoing "Building America'' campaign, with its striking images of locomotives and railcars rolling through uniquely American landscapes, is a standout in the eyes of many. The TV spots are...

FIVE KEYS TO A SUCCESSFUL EVENT.(Special Report: Event Marketing)(Brief Article)
August 11, 2003... According to Reid Carr, president and strategy director of Red Door Interactive Inc., there are five keys to a successful event: 1. Know what you want out of your event; don't just do it to do it. Identify those you want to attend and what...

Cut to the Chase: Television.(Chasers)(Parker Hannifin Corp ad by Brokaw Inc.)(Brief Article)
August 11, 2003... Company: Parker Hannifin Corp., Cleveland, Ohio Agency: Brokaw Inc., Cleveland Market: Investors Quick chase: Engineers get no respect. Marketers-not to mention the general population-dismiss them as humorless drones who only see things in...