BtoB articles from January 2009

BtoB archives from January 2009

'BtoB' to launch 'Inside Technology Marketing' e-newsletter.(Opinion)
January 19, 2009... Later this month, BtoB will launch a new e-mail newsletter, "Inside Technology Marketing.'' BtoB's latest newsletter will contain news, features and case studies about technology marketing. Rounding out the content will be columns from...

TSEA survey shows reduced booth traffic; Exhibitors encouraged by consistent number of qualified leads still attending.(News)(Trade Show Exhibitors Association)(Survey)
January 19, 2009... Byline: ERIN BIBA A recent survey of exhibitors revealed that a large percentage of trade show booths have seen a drop in traffic over the last year-with as many as 40% of respondents noting a drop at their booths. The online survey,...

Finding the best collateral mix; Marketers must work with sales to determine their needs, then provide tools that meet them.(Tools & Metrics)
January 19, 2009... Byline: RICHARD KARPINSKI The face of marketing collateral is changing, but savvy b-to-b marketers need to focus on the basics of getting their customers-not to mention their sales teams-the content they want in the formats they desire....

Callahan back at `BtoB'.(News)(appointment of Sean Callahan)(Brief article)
January 19, 2009... One of the industry's most-seasoned reporters, Sean Callahan, has returned to BtoB and BtoB's Media Business as media editor. Callahan, who held the same position in a previous stint at Crain Communications Inc. from 1998 to 2006, was most...

Goat or Gloat.(Chasers)(advertising of Korea's Free Economic Zones and Japan External Trade Organization)(Brief article)
January 19, 2009... Organization: Korea's Free Economic Zones, Seoul Agency: N/A Market: Corporate executives Quick chase: Although Korea puts a customer atop the wedding cake, the ad smacks of self-infatuation. The graphic that consists of all-cap letters forming...

Cut to the Chase.(Chasers)(advertisng of Epson America Inc. and Accenture Ltd.)(Brief article)
January 19, 2009... Company: Epson America, Long Beach, Calif. Agency: Butler, Shine, Stern & Partners, San Francisco Market: IT managers Quick chase: Every now and then, we're reminded of why the Web is such a powerful sales and marketing tool. The landing page...

Weighing your options; Marketers are being more selective about agencies they work with and how they work with them.(B to B Special Report: Selecting an Agency)(Eastman Kodak Co.)
January 19, 2009... Byline: Kate Maddox The recession is having a marked impact on agency searches and relationships as marketers seek to streamline their operations, cut costs and maximize their limited marketing budgets. B-to-b marketers that have recently...

The mandate to integrate; Online marketers should strive to make sure their efforts fit into an overall multichannel strategy.(NetMarketing)
January 19, 2009... Byline: KAREN J. BANNAN Last fall, when DATA Inc., an IT solutions provider, introduced a new global project management tool, the company marketed the product using a combination of a webinar, direct mail, social networking, telemarketing...

Memorable keyword, integration grab leads for Vico.(NetMarketing)(marketing of Vico Software)
January 19, 2009... Byline: KAREN J. BANNAN Vico Software, which markets its products as virtual construction software, sells "5-D'' modeling software to commercial general contractors. The software goes beyond 3-D modeling by allowing contractors to click on...

Get straight to the point.(Chasers)
January 19, 2009... An ad that conveys a product's benefit with a concise image combined with an equally efficient headline or text enables an advertiser to get the most for the least. There are no wasted words, no long-winded stories and no extraneous images. The...

Suppliers cut advertising as auto slump continues.(B to B Special Report: Selecting an Agency)
January 19, 2009... Byline: Patricia Riedman The slump in auto sales is hitting suppliers hard, from the $240 billion parts industry to electronics manufacturers-and that's taking its toll on advertising. "Supplier advertising has dropped substantially...

Lithium Technologies uses webinar series to quadruple leads.(B to B Special Report: Webinars)
January 19, 2009... Byline: CHRISTOPHER HOSFORD Lithium Technologies is a provider of social media platforms for corporate customers interested in hearing what their own customers have to say about their products and services. For these companies, social...

InDirect.(Direct & Database)(American Association of Advertising and Association of National Advertisers enhance self-regulatory principles for advertising)(growth in U.S. Postal Service's rates)(report of Direct Marketing Association)
January 19, 2009... Ad groups propose privacy guidelines The American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau are working to develop enhanced...

Marketers missing revenue opportunities; CMO Council survey finds lack of customer insight an obstacle to maximizing potential.(News)
January 19, 2009... Byline: KATE MADDOX During these recessionary times, marketers are missing out on a big revenue opportunity when it comes to leveraging their existing customers, according to a study by the Chief Marketing Officer Council. The study,...

Few b-to-b firms are suiting up for Super Bowl XLIII.(News)(Go Daddy Group)
January 19, 2009... Byline: CHRISTOPHER HOSFORD Super Bowl advertisements in the past have ranged from the silly to the sublime, and this year may be no different. The annual National Football League championship game, scheduled for Feb. 1 on NBC with an...

'Content on the Go'; Intel aims to be in the right place at the right time.(Advertising)
January 19, 2009... Byline: KATE MADDOX After realizing better than expected results from its "Content on the Go'' integrated campaign, Intel Corp. continues to roll out new ads aimed at the IT and business audience. The campaign, created by McCann...

New Campaigns.(Advertising)
January 19, 2009... General Electric Co. "Now'' Agency: BBDO New York Target audience: Business executives Campaign objective: Show what GE is doing to help its customers and communities solve some of the world's biggest challenges Media: Print (The Wall...

Tips for selecting an agency in a recession.(B to B Special Report: Selecting an Agency)(Brief article)
January 19, 2009... 1. Make sure the agency is financially sound. This means you may have to do more due diligence upfront. 2. Ask for the agency's average client size and average marketing budget to make sure it is a good fit. 3. Establish a budget range...

Media Notes.(Business Media)
January 19, 2009... Dollar value of media M&A deals drops sharply in '08 The dollar value of media, information and marketing services M&A deals declined 68% in 2008, falling to $33.3 billion from $104.4 billion in 2007, according to a report issued this month...

Virtual events yield real leads; Properly produced and managed, webinars make a powerful lead-gen tactic.(B to B Special Report: Webinars)
January 19, 2009... Byline: Christopher Hosford Webinars are seemingly everywhere, with invitations about every conceivable topic flooding e-mail inboxes. But the volume of webinars and the indiscriminate distribution of webinar invitations beg the question:...

Big space, more focus; Lynda.com reduces messaging, giveaways even as booth grows.(Events)
January 19, 2009... Byline: ERIN BIBA At Macworld Expo this month, Lynda.com, which provides online and CD-based software tutorials to businesses and educational organizations, showcased its largest booth ever. It grew from 10 feet by 10 feet five years ago...

Data co-ops gain ground; Varied data, precise list-making draw marketers ready to share.(Direct & Database)
January 19, 2009... Byline: CHRISTOPHER HOSFORD Strong databases are among the most essential of marketing tools, but obtaining accuracy sometimes can be hit-or-miss. In today's demanding economy, the use of cooperative databases-an amalgamation of ideal...

Pink sips, green faxes, golden names.(B to B Special Report: Selecting an Agency)
January 19, 2009... THE AMERICAN SOCIETY OF SHITCANNED MEDIA ELITES (ASSME) hosted a holiday soiree Dec. 17 where "recently downsized magazine, newspaper, publishing, advertising, TV and Web professionals'' were invited to celebrate their pink slips at an open bar...

`BtoB,' ANA to partner on annual marketing conference.(News)(Conference news)
January 19, 2009... BtoB and the Association of National Advertisers (ANA) have become partners for the annual Business-to-Business Marketing Conference this year. The conference will be held at the W Hotel City Center in Chicago Aug. 4 and 5. Focused on...

Best practices: Webinars for lead gen.(B to B Special Report: Webinars)(Brief article)
January 19, 2009... Create a webinar team. This group creates best practices and integrates the webinars into the overall marketing program. Members should include product marketers as well as event and interactive experts. Experiment. Explore a variety of...

Take heed of a developing digital divide.(Opinion)(usage of web 2.0)
January 19, 2009... Byline: Paul Gillin Builders of the early Web often fretted about the risk of a "digital divide'' between people who had access to technology and those who didn't. The emerging Web 2.0 world is witnessing a digital divide of its own, only...

Marketers look to in-house agencies to cut costs.(B to B Special Report: Selecting an Agency)(Association of National Advertisers)(Survey)
January 19, 2009... Byline: KATE MADDOX To cut costs and improve efficiencies, many marketers have created in-house ad agencies to handle such functions as collateral development, internal communications and video production. According to a survey by the...

A marketing reading list for 2009.(Opinion)(Column)
January 19, 2009... Byline: Ellis Booker Careful readers of BtoB will know this book review column usually appears in August. Sorry my book report is late. On the other hand, the months-long delay did allow me to add books published in the fall, as well as...

Can newspapers still deliver? Radical change to business models likely as print ad revenue continues to decline.(News)(print advertising)
January 19, 2009... Byline: SEAN CALLAHAN The New York Times earlier this month introduced Bono as an op-ed columnist in a much trumpeted move some saw as a clear sign that newspapers, grappling with declining readership and falling advertising revenue, still...

Quick Hits.(Briefs)(self-regulatory principles for advertising )(fourth quarter result of Magazine publishers)(Microsoft's new ad)
January 19, 2009... Ad groups to develop voluntary privacy rules Four marketing and advertising industry associations announced last week that they are working to develop enhanced self-regulatory principles for online behavioral advertising in order to address...

Financial and Business Services.(B to B Special Report: Selecting an Agency)(Brief article)(Calendar)
January 19, 2009... Jan. 26-28 Mplanet American Marketing Association Rosen Shingle Creek Resort, Orlando, Fla. www.mplanet2009.com Jan. 26-28 SIIA Information Industry Summit Software & Information Industry Association ...

Frugality first; To survive in this economy, marketers must focus on spending only where there is real ROI.(News)
January 19, 2009... Byline: KATE MADDOX To survive the recession, companies will need to be focused, frugal and relentless-not just with their marketing programs but across all their operations, industry experts say. Already this year the economy is...

Hobart cooks up leads with foodservice webinars.(Vertical Insight: Foodservice)
January 19, 2009... Byline: Mary E. Morrison Hobart Corp., a provider of food equipment and services for the foodservice industry, wanted to generate high-quality leads and position itself as an authority on topics of importance to its audience of restaurant...

Restaurants face slowdown; To reach foodservice pros, marketers should focus on boosting their sales.(Vertical Insight: Foodservice)
January 19, 2009... Byline: MARY E. MORRISON The restaurant industry represents an important part of the U.S. economy, employing 9% of the U.S. work force in 945,000 restaurants and foodservice outlets nationwide, and accounting for 4% of the U.S. gross...

White papers best place to invest collateral budget.(Tools & Metrics)(Interview)
January 19, 2009... Byline: Lorie Loe Lorie Loe is president of Eccolo Media, a content strategy services company that conducted a survey of 155 technology buyers last August, asking how they consume marketing collateral. BtoB recently asked Loe what stood...