BtoB articles from July 2004

BtoB archives from July 2004

In Direct; Bigfoot, DoubleClick top e-mail rankings.(Direct & Database)
July 19, 2004... Bigfoot Interactive and DoubleClick are still the "leaders'' among vendors in the struggling e-mail marketing services industry, according to Forrester Research. The report, "The Best Email Marketing Service Providers,'' cited as "strong...

Ask The Expert: Whitelists aren't panacea; info on SPF.(NetMarketing)(Interview)
July 19, 2004... Question: Do whitelists guarantee my e-mail delivery? Answer: Nothing guarantees 100% e-mail delivery. One of the biggest mistakes e-mail marketers make is to assume that whitelist inclusion equates to delivery at that ISP. Newsflash:...

Beyond the Biz; Office Depot launches 'Trumped' radio program.(Briefs)
July 19, 2004... You have to hand it to Donald Trump; he's created the ultimate brand by putting his name on everything from skyscrapers to golf courses to bottled water. Now, Office Depot is sponsoring "Trumped! With Donald Trump,'' a radio program that...

Visa effort aims to raise b-to-b profile.(News)
July 19, 2004... Byline: KATE MADDOX Visa USA last month launched a new b-to-b campaign aimed at differentiating its business services from its consumer services. Also last month, Visa named Susanne Lyons to the position of chief marketing officer....

Ellen Olson, Senior VP-worldwide marketing, E.piphany; Services/Tech.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Roger Slavens Ellen Olson joined E.piphany in the spring of 2003 during what she describes as a "quiet time'' for the customer relationship management company. "Our marketing awareness had lost some steam, as had our revenues,''...

Howard Solomon, Exec VP, Ruder Firm; PR.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Roger Slavens When Howard Solomon took over Ruder Finn's Chicago office in 1997, he thought it was only going to be a quick sprint to get the operation back onto solid footing. But soon after this avid ultra-marathoner and...

Marketing budgets trend upward; Study finds marketers `mildly optimistic,' measuring response key to choosing media.(News)
July 19, 2004... Byline: SEAN CALLAHAN About 40% of companies raised marketing budgets 3% to 11% this year, while only 13% reduced their marketing budgets, according to a survey of 280 senior marketing executives that was released last month. Unica Corp.,...

Don Schneider, Exec VP-executive creative director, BBDO New York; Creative.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Kate Maddox During his 23-year career at BBDO, Don Schneider has produced memorable ads such as the Cindy Crawford Super Bowl spot for PepsiCo and the talking chimp spot for HBO. And with the launch of General Electric Co.'s...

O. Burtch Drake, President-CEO, American Association of Advertising Agencies; Associations.(Special Report: Who's Who in BtoB)(Brief Article)
July 19, 2004... Byline: Roger Slavens There's much to celebrate at the American Association of Advertising Agencies these days, and it's not just the fact that advertising spending continues its healthy rebound from the economic downturn of recent years....

New Campaigns; Marley launches cool branding campaign.(Advertising)(Brief Article)
July 19, 2004... Marley Cooling Technologies, Overland Park, Kan., last month launched an integrated ad campaign with the tagline "Beyond cool.'' The campaign was created by Media Logic, Albany, N.Y., and seeks to position Marley as a leading provider of...

Brian Fetherstonhaugh, Chairman-global brands, Ogilvy & Mather Worldwide; Agencies.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Kate Maddox Brian Fetherstonhaugh has a passion for brands. As chairman of global brands for Ogilvy & Mather Worldwide, he oversees brand management for the agency's 20 largest global clients, including IBM Corp., DHL, Cisco...

Case Study: Software firm hones sell-through, sell-to marketing efforts.(Vertical Insight: Accountants/Lawyers)
July 19, 2004... Byline: ROGER SLAVENS Industry observers agree that the Sarbanes-Oxley Act is one of the single most important pieces of legislation ever to impact public accounting, corporate governance and financial disclosure. Not surprising is that...

Follow this compass to win respect.(Opinion)
July 19, 2004... Byline: Roy A. Young All great organizations are great in marketing. You know it. But do others you work with know it? Apparently not, according to two surveys of marketing executives reported in BtoB (June 7, p. 1), which concluded that...

Industry Outlook: Focus on facts, stats to win 'left-brain people'.(Vertical Insight: Accountants/Lawyers)(Brief Article)(Interview)
July 19, 2004... Byline: ROGER SLAVENS Formerly the head of worldwide marketing for Big Four accounting firm KMPG, Hilary Bruggen now advises accounting and law firm clients as president of Washington, D.C.-based Strelmark, a marketing consultancy she...

Quote Unquote.(Opinion)
July 19, 2004... "You have to sit there and say, `Do I go with it?' or do I say, `It is not right.''' Connie Weaver, exec VP-public relations, marketing and brand, AT&T Corp., about scrapping a major campaign last year. Weaver is profiled in BtoB's Who's...

ABC censures three newspapers; Auditor may also require `PC Magazine' to reclassify some of its subscriptions.(Business Media)(Audit Bureau of Circulations)
July 19, 2004... Byline: SEAN CALLAHAN Racked by circulation scandals at several publications it audits, the Audit Bureau of Circulations responded July 12 with an announcement of a kind of punishment it had not issued in more than two decades: censure....

Ralph Drybrough, CEO, MeritDirect; Direct & Database.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Carol Krol Four-year-old list manager MeritDirect has been on a new-business tear in the past year, netting more than a half-dozen additional b-to-b clients, including Penton Media and Advanstar Communications. CEO Ralph...

DHL's $150M campaign challenges shipping giants; Ogilvy-created effort seeks to gain from FedEx and UPs' recent focus on rebranding outside their core businesses.(FedEx Corp.,)(Ogilvy and Mather)(DHL Airways Inc.,)
July 19, 2004... Byline: SEAN CALLAHAN Global shipping giant DHL last month launched an ambitious $150 million advertising campaign to re-establish the company in the U.S. In the process, Brussels, Belgium-based DHL has picked a fight with two of the...

MediaLive cancels Comdex; Opinions differ on value of giant IT trade shows.(News)
July 19, 2004... Byline: KATE MADDOX AND MIKE FITZGERALD Comdex is wounded, perhaps mortally, but that does not mean the end for big IT trade shows. MediaLive International last month "postponed'' its fall Comdex show with the intent of bringing it...

By Design.(NetMarketing)
July 19, 2004... Byline: Carrie M. Brown Company: Chardon Rubber Co. Web site: www.chardonrubber.com Agency: Communications Factory, Cleveland Launch date: February 2004 Design: Chardon Rubber, a manufacturer of plastic and rubber...

Gary Stein, Senior analyst, Jupiter Research; Analysts/Academia.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Sean Callahan Gary Stein has been involved in interactive marketing for a decade. "I've been doing this for longer than you actually could do it,'' he cracked. He started in interactive marketing at Poppe Tyson's Silicon...

Bishop brings expertise, clients.(Direct & Database)(Brief Article)
July 19, 2004... Byline: CAROL KROL Pat Bishop, who was appointed VP-data management at American List Counsel earlier this month, brought with her not only a wealth of b-to-b list management experience but a bevy of new clients as well. For the past 11...

DMA names Greco as president-CEO.(News)(Direct Marketing Association )
July 19, 2004... Byline: CAROL KROL John A. Greco Jr., a veteran marketing executive with a strong background in technology, will take over as president-CEO of the Direct Marketing Association on Aug. 16. He succeeds H. Robert Wientzen, who in December...

Who's Who in B-To-B.(Special Report: Who's Who in BtoB)(Brief Article)
July 19, 2004... They're the executives who lead their organizations through good times and bad. They're the ones who help establish the best practices in business marketing for their respective industries. They're BtoB's Who's Who. The 100 individuals...

Inserts find favor with b-to-b firms; Pitney Bowes, thomas industrial Network take advantage of medium's low costs.(Direct & Database)
July 19, 2004... Byline: CAROL KROL Insert media is going mainstream in b-to-b as more marketers and direct marketing companies realize its value as a cost-effective way to expand their customer base. Reflecting that growing awareness, the Direct...

Steps to behavioral targeting.(Opinion)
July 19, 2004... Byline: Joe Zawadzki The online medium has often relied on broad strokes with a dull knife to optimize campaigns. A typical "optimization'' finds advertisers looking at which ad has the highest average response rate and shifting all...

Penton changes fail to boost stock.(Business Media)(Brief Article)
July 19, 2004... Byline: SEAN CALLAHAN The market seems to have shrugged at David Nussbaum's initial moves as CEO of struggling Penton Media. On June 18, the last day of trading before Nussbaum was announced as the replacement for Thomas L. Kemp,...

B-to-b ad spending is slow to recover; Overall spend grows 9.6%, led by internet advertising, but print trade ads up less than 1%.(Advertising)
July 19, 2004... Byline: KATE MADDOX Ad spending is bouncing back in 2004, according to several recent studies, with b-to-b spending slowly picking up. In the first quarter, overall ad spending reached $31.5 billion, up 9.6% over ad spending in the...

Book me a room at a big show.(Opinion)(Brief Article)
July 19, 2004... Byline: Ellis Booker Comdex may be off the calendar, but don't for a second underestimate the power of trade shows and event marketing. As our Page 1 story on the demise of Comdex-show producer MediaLive International says the fall...

Quick Hits; Major ISPs collaborate on IM connectivity.(Briefs)
July 19, 2004... Microsoft Corp., America Online, and Yahoo! announced they are collaborating to enable connectivity between Microsoft Office Live Communications Server 2005 and AOL's and Yahoo!'s instant messaging networks. According to a statement released by...

Marketing to professional services; Trust, substance key in establishing relationship with accountants, lawyers.(Vertical Insight: Accountants/Lawyers)
July 19, 2004... Byline: ROGER SLAVENS What do accountants and lawyers have in common? It may sound like a water cooler joke, but the punch line is serious business: They're two of the most prized targets for marketers today. "Professional service...

Connie Weaver, Exec VP-public relations, marketing and brand, AT&T Corp. Marketer.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Kate Maddox Connie Weaver, exec VP-public relations, marketing and brand at AT&T Corp., had a big job this year: Repositioning AT&T from a telecom company to a leading provider of networking and communications services. As the...

Ensure e-mail deliverability; Help your message bypass corporate gatekeepers and get into your target's in-box. Here are 8 simple strategies.(NetMarketing)
July 19, 2004... Byline: Karen J. Bannan By now, most marketers know that a certain percentage-more than 18%, according to a report by Return Path-of their marketing messages never make it to the in-box. What they're not aware of is that many of those...

Online advertising Part II: Animated ads.(Chasers)
July 19, 2004... Last month, the Chasers evaluated some basic online advertising. This month, we look at online ads with a little more pizzazz. Such ads are more in-your-face than ever. Unlike the static banners and skyscrapers of old, these ads shake, rattle...

Goat or Gloat.(Chasers)(Brief Article)
July 19, 2004... Company: United States Postal Service, Washington, D.C. Agency: Campbell-Ewald, Detroit Market: Shipping managers, small business Quick chase: Perhaps we don't want anything too fancy from the U.S. Postal Service. But this ad making a hero out...

Cut to the Chase: Print.(Chasers)(Brief Article)
July 19, 2004... Company: Iomega Corp., San Diego, Calif. Agency: N/A Market: IT managers, small business Quick chase: Visualizing a company's product or service is not always easy. That's why advertisers often need to resort to borrowed-interest imagery, which...

Cut to the Chase: Television.(Chasers)(Brief Article)
July 19, 2004... Company: Sprint Corp., Overland Park, Kan. Agency: Publicis & Hal Riney, San Francisco Market: Telecommunications managers Quick chase: Feeling groovy, Sprint declares that "Business is beautiful'' in a spot that seems more like a lame...

Reality check at BMA meeting; Execs offer advice on ROI strategies.(News)(Business Marketing Association International Conference)
July 19, 2004... Byline: KATE MADDOX About 200 b-to-b marketers and agency executives got a reality check at the Business Marketing Association International Conference in Broomfield, Colo., last month. "Reality television has nothing on us,'' said Rip...

Microsoft puts $100M behind search push.(News)
July 19, 2004... Byline: RICHARD KARPINSKI In a move that echoes back to its aggressive takeover of the Web browser market, Microsoft Corp. recently began testing a significantly enhanced version of its own search service, pledging to invest $100 million...

July 1929: No cigars, please; Hindsight A b-to-b time capsule.(Opinion)(Brief Article)
July 19, 2004... Seventy-five years ago, George L. Meyer Jr., director of purchases for Chicago-based Stewart-Warner Corp., outlined the mistakes some sales reps make when calling on purchasing agents. "Handing out cigars, taking the purchasing agent to...

Guest Column: Quick fixes that can save your e-newsletter.(NetMarketing)
July 19, 2004... Byline: Andy Sernovitz Consulting giant McKinsey & Co. puts a lot of work into a Web site called McKinsey Quarterly (www.mckinseyquarterly.com), which is designed to attract new clients by featuring interesting new research. It's a good...

Sergey Brin and Larry Page, Co-founders, Google; Search.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: C.K. Search engine giant Google has had such a profound effect on popular culture that the word "google" is today used as a verb in casual conversations. Co-founded by Sergey Brin and Larry Page while the two were students at...

Jim Spanfeller, CEO, Forbes.com; Business Media.(Special Report: Who's Who in BtoB)
July 19, 2004... Byline: Sean Callahan Things are going well for Jim Spanfeller. The CEO of Forbes.com has seen the Web site's revenue climb 50% in the first half of this year compared with the same period last year. In 2003, revenue jumped 60% compared...

Who's Who in BtoB.(Special Report: Who's Who in BtoB)
July 19, 2004... Marketers Who: David Abelman What: VP-retail marketing Where: Office Depot, Delray Beach, Fla. Why: Abelman oversaw the launch of a major campaign aimed at small-business users, including TV, online, print, radio and in-store promotions....