BtoB articles from January 2005

BtoB archives from January 2005

Marketers want technical expertise from online agencies.(Special Report: Selecting An Agency)
January 17, 2005... Byline: KATE MADDOX Clients seeking online agencies agree on a few things: They want an agency partner that has superb technical expertise, proven experience and strong creative skills. Beyond that, they are divided on whether to work with...

Cut to the Chase: TV.(Chasers)(PIP Printing and Document Services)(Brief Article)
January 17, 2005... Company: PIP Printing and Document Services, Mission Viejo, Calif. Agency: The Smith-Wogrin Group, Denver Market: Office managers, marketers Quick chase: Problem-solution doesn't get any better than this. A businesswoman faced with the grim...

E-mail Resources.(NetMarketing)
January 17, 2005... Books "Email Marketing Metrics Guide 2005: Real-Life Open, Click & Conversion Data'' by MarketingSherpa November 2004 pdf and hard copy available at www.sherpastore.com Events: Boot Camp: The Roadmap for Email Marketing...

Connecting e-mail to your CRM system; Integrating e-mail data can yield big results, but it's not always an easy task.(NetMarketing)(customer relationship management)
January 17, 2005... Byline: Karen J. Bannan Companies that aren't integrating their e-mail marketing results with data about other customer interactions may be missing out on sales and even alienating potential customers. Those that are tying their e-mail...

By Design: EDS unveils complete Web site redesign to drive new business.(NetMarketing)(Brief Article)
January 17, 2005... Byline: Nadine Youssef Company: EDS, Plano, Texas Web site: www.eds.com Agency: In-house Launch date: November 2004 Last November, business and IT solutions provider EDS unveiled a completely new site. Though the redesign...

Cut to the Chase: Print.(Chasers)(Brief Article)
January 17, 2005... Company: DoubleClick, New York Agency: A Figure of Speech, Denver Market: B-to-b direct response marketers Quick chase: DoubleClick is trying to take all the fun out of b-to-b marketing by reducing it to a science. But the company makes no...

Goat or Gloat; A quick comparison of recent work by competing advertisers.(Chasers)(Brief Article)
January 17, 2005... Company: IPxray, Stamford, Conn. Agency: N/A Market: Corporate security Quick chase: A dog's gotta do what a dog's gotta do, but is this necessary? Maybe the image is apt as IPxray, which describes itself as a hosted scanning solution, offers...

The Search for Strategic Partners; Marketers are looking beyond creative to find agencies that understand their business and can deliver quantifiable results.(Special Report: Selecting An Agency)
January 17, 2005... Byline: Kate Maddox In today's competitive marketing environment, in which messages must effectively reach prospects who are overwhelmed with information, companies are seeking agencies that are true strategic partners. They want agencies...

The all-important ad promise.(Chasers)
January 17, 2005... Advertisers should resolve in 2005 to define their promise and clearly communicate it. We thank a reader for that important reminder. We've been saying it for years under Chasers Criteria No. 4: "The Successful Ad Promises a Reward.'' Yet it's...

Agencies beef up strategic services; Marketers' demands lead agencies to expand their consulting operations.(Special Report: Selecting An Agency)
January 17, 2005... Byline: KATE MADDOX Responding to clients' needs for more strategic services, ad agencies are expanding their consulting practices, hiring more strategic experts and launching new strategic service organizations. The change is driven...

How to reach restaurants; Suppliers use events, ads to send message of cost savings, innovation.(Vertical Insight: Restaurants)
January 17, 2005... Byline: ROGER SLAVENS Few industries have demonstrated the continual growth that the U.S. restaurant industry has over the past two decades. The National Restaurant Association's 2005 Industry Forecast predicts that this year will mark the...

Ask The Expert: Using CRM with e-mail; Question: Can my CRM solution be used for e-mail marketing?(NetMarketing)
January 17, 2005... Byline: Tricia Robinson Answer: Several of today's customer relationship management solutions contain a module for e-mail marketing. However, most e-mail packages in CRM suites significantly lack functionality in four critical areas of...

Manufacturers gear up for Web business; Survey finds most executives view e-business as essential to their firm's long-term success.(News)
January 17, 2005... Byline: KATE MADDOX Manufacturers, which have generally been slower to embrace Web initiatives than companies in other industries, are beginning to pursue e-business, according to a new report by SVM E-Business Solutions. The...

Survey: CMOs feel the power.(News)(chief marketing officers)
January 17, 2005... Byline: KATE MADDOX A new report by the Capre Group, an Atlanta-based marketing company, found that more than three-quarters of chief marketing officers feel more empowered in their jobs than they did five years ago. The findings contrast...

`BtoB' adds two account executives.(News)(Brief Article)
January 17, 2005... BtoB is pleased to announce the hiring of two account executives, Stacy Barrett and David Spindler. Both will be based in Crain Communications' New York offices. "BtoB's advertising grew by 25% last year, and that is allowing us to...

Office Depot puts focus on 'business' in new year; Company aims to build brand with ads, NASCAR deal.(News)(National Association for Stock Car Auto Racing)(Brief Article)
January 17, 2005... Byline: CAROL KROL Office Depot is taking care of business in the new year with an advertising campaign that launched Jan. 3. The multimedia effort from BBDO New York features TV spots with the chorus of Bachman-Turner Overdrive's '70s...

Mergers bring myriad marketing challenges; Analysts consider potential pitfalls for 3 tech company deals.(News)
January 17, 2005... Byline: SEAN CALLAHAN Within a four-day period last month, a remarkable flurry of merger and acquisition activity involving b-to-b marketers took place. First, on Dec. 13, Oracle Corp. announced that its 18-month hostile takeover bid...

Forrester to launch magazine.(News)
January 17, 2005... Byline: SEAN CALLAHAN Forrester Research, the Cambridge, Mass.-based technology research firm, plans to start publishing a custom magazine next month. Forrester, which is slated to appear three times this year, will have a controlled...

Quick Hits; Euro RSCG pulls out of Intel agency review.(Briefs)
January 17, 2005... Euro RSCG Worldwide announced it is pulling out of the Intel review, for which it was the incumbent. In a statement issued last week, Euro RSCG stated, "It has become increasingly clear that Intel's drive toward business transformation would...

B-to-b a minor player in Super Bowl XXXIX; Monster on the sideline after six straight years; CareerBuilder gets in game for the first time.(News)
January 17, 2005... Byline: SEAN CALLAHAN Don't look for many big plays from b-to-b marketers during the Feb. 6 broadcast of Super Bowl XXXIX. A mainstay of the past six Super Bowls, Monster Worldwide is staying on the sidelines this time around-even...

TOP TRENDS; 10 things marketers will focus on in 2005.(News)
January 17, 2005... Byline: KATE MADDOX The pressure to prove the return on marketing investment and the need for corporate accountability are driving many of the key marketing trends for 2005. From showing ROI on specific marketing campaigns to justifying...

in direct; Direct marketing hiring heats up.(Direct & Database)
January 17, 2005... More than two-thirds of direct marketing companies plan to add staff in the first quarter, according to the quarterly employment survey released earlier this month by Bernhart Associates Executive Search, a direct marketing search company....

Beyond the Biz; Search engine marketing's who's who of hotness.(News)
January 17, 2005... Byline: Mary E. Morrison In a recent edition of MediaPost's "Search Insider'' e-newsletter, David Berkowitz, director of marketing for search engine marketing company icrossing, listed 10 predictions for 2005. No. 1 on the list: "Natural...

Demystifying digital editions; Publishers have finally begun to fully explore the new technology, but will advertisers follow?(Business Media)
January 17, 2005... Byline: SEAN CALLAHAN The technology for creating digital replicas of print publications, which an increasing number of trade publications are using, has true believers among b-to-b advertisers. It also has its extreme doubters. "I...

Techs can rebuild trust.(Opinion)
January 17, 2005... Byline: Garrett Lawrence Here's the good news. According to a survey conducted last spring by the San Francisco Bay Area Council, 69% of the region's business leaders forecast continued improvement in the area's economy. And there's...

media notes; Business publications post '04 ad gains.(Business Media)(Brief Article)
January 17, 2005... Business publications enjoyed a strong year in 2004 in terms of ad page growth, according to Publishers Information Bureau figures. The data showed that consumer publications overall posted a 3.8% gain in ad pages in 2004 compared with 2003,...

Have the urge to merge? Be prepared.(Opinion)(December saw a historic number of mergers and acquisitions)
January 17, 2005... Byline: Ellis Booker While opinions differ about the strength of the U.S. economy and the prognosis for the remainder of 2005, one thing seems clear: There will be a great deal of deal-making this year. Thomson Financial, which tracks deal...

new campaigns.(Advertising)(Brief Article)
January 17, 2005... Eastman Kodak Co. Nondestructive Testing Products Agency: Buck & Pulleyn, Rochester, N.Y. Target audience: Aerospace, automotive, construction, power and manufacturing industries Campaign objective: To boost awareness of Kodak's...

Online video ads prove effective; Advertisers see lift in brand awareness, message association, purchase intent.(Advertising)
January 17, 2005... Byline: KATE MADDOX Online video ads are proving to be successful for b-to-b advertisers as the technology advances and more marketers and publishers embrace the medium. According to a study released last month by Internet research...

"Quote/unquote"; Q. What's your No. 1 marketing resolution for the new year?(Opinion)
January 17, 2005... "To drive a new understanding in customers' minds that [we] can help them employ Linux and identity service technologies.'' Debra Bergevine, CMO, Novell "Deliver a strong ROI by integrating the power of the Xerox brand with the...

JBoss integrates e-mail with CRM to make most of valuable leads.(NetMarketing)(customer relationship management)
January 17, 2005... Byline: KAREN J. BANNAN Open source software developer JBoss caters to tens of thousands of software professionals. Qualifying and tracking that many potential customers with a sales force of 25 can be difficult, so JBoss uses e-mail...

Branding, graphics firm targets big restaurants with ads, direct.(Vertical Insight: Restaurants)
January 17, 2005... Byline: ROGER SLAVENS In 2000, Cincinnati-based brand marketing, graphics and architectural company FRCH Design Worldwide reorganized its restaurant practice in an effort to win business from large national and regional chains. The...

The CMO Race: Lead with measurement.(Opinion)(chief marketing officers)(Brief Article)
January 17, 2005... Byline: Clark Crowdus Less than 23 months. That's how long chief marketing officers at the world's top 100 companies remain in their jobs on average, according to a recent survey by the executive search firm Spencer Stuart. The...

DM budgets heading upward; Rebounding economy a major factor, Alterian survey finds.(Direct & Database)(Alterian second annual survey)(direct marketing budgets)
January 17, 2005... Byline: CAROL KROL Direct marketing budgets are expected to increase this year for a substantial majority of companies, according to a recent study from Alterian, a database marketing software company. For its second annual survey,...

Large database firms fill gaps through deals; Acxiom, Harte-Hanks and Redi-Mail make strategic acquisitions.(News)
January 17, 2005... Byline: CAROL KROL Direct and database companies are on a tear, buying up smaller firms in their quest to become one-stop shops for marketers looking to simplify their vendor relationships. Deals in the past 30 days involving database...

ADVERTISING SUPPLEMENT: American Business Media.(Advertising Supplement)
January 17, 2005... See printed publication for the following: 1: From the Boardroom (Mike DeBartolo) 1: Business Media Execs Look Beyond the Ad Page: The 2004 Top Management Meeting, which drew a record 234 attendees, focused on traditional revenue...

Industry Outlook: Consumer demand drives suppliers.(Vertical Insight: Restaurants)(Interview)
January 17, 2005... Byline: Roger Slavens Most industries move slowly to embrace new ideas and technologies. But the restaurant industry rushes to take advantage of the latest trends almost as quickly as the fashion world, said Gerald White, associate...

Ad format's impact on purchase intent.(Advertising)(Brief Article)
January 17, 2005... Internet research company Dynamic Logic recently studied the impact of online ads on purchase intent. * Video/audio ads: Greater than other standard online ad formats * Banner ads: Negligible * Skyscrapers and large...

Tips for marketing to Restaurants.(Vertical Insight)(Brief Article)
January 17, 2005... 1) Stress cost benefits Faced with rising energy, health care and labor costs-and average margins of about 4%-restaurant owners are looking for products and services that will cut costs and improve efficiency. 2) consider trends ...

How frch used print and direct to secure a seat at restaurants' tables.(Vertical Insight)(FRCH Design Worldwide)(Brief Article)
January 17, 2005... Objective: FRCH Design Worldwide, a company that provides marketing, graphics and architectural design services, wanted to expand its business by signing on more large chain restaurants as clients. Strategy: FRCH restructured its restaurant...

How JBoss gained market share with e-mail marketing.(Netmarketing)(Brief Article)
January 17, 2005... Objective: Help sales force of 25 people qualify and track tens of thousands of sales leads Strategy: JBoss sends five campaigns each week to potential customers that expressed interest by, for example, registering on the company's Web...