BtoB articles from July 2007

BtoB archives from July 2007

Law/Legal Resources.(Vertical Insight: Legal)(Directory)(Website list)(Brief article)
July 16, 2007... American Association for Justice www.atla.org American Bar Association www.abanet.org Association of Corporate Counsel www.acca.com Association of Legal Administrators www.alanet.org corporatebar.org www.corporatebar.org ...

Saturn launches community service initiative.(Special Report: Event Marketing)
July 16, 2007... Byline: ERIN BIBA In March, nearly 600 retailers that own and operate Saturn dealerships, descended on Colorado Springs for the annual National Retailer Business Meeting. The meeting, which is intended to help Saturn dealers gain an...

The new age: Beyond lead generation and brand identity.(Opinion)(improving marketing techniques)
July 16, 2007... Byline: Steve Rappaport Lead generation and brand identity typically rank No. 1 or No. 2 in the list of objectives b-to-b marketers seek to achieve. And for this reason, b-to-b marketers have adopted strategies that drive prospects to Web...

Engaging employees boosts bottom line.(Tools & Metrics)
July 16, 2007... Byline: CHRISTOPHER HOSFORD When viewed as a customer-facing or sales-support task, marketing focuses on branding, message management, channel maintenance and the like. But when concentrating on internal efforts, marketing's impact on a...

Software provider uses blog, e-newsletter to cross-promote.(NetMarketing)(Oversight Systems Inc.)
July 16, 2007... Byline: KAREN J. BANNAN Oversight Systems sells continuous monitoring software to the enterprise market. While the potential customer base is large, the market is still emerging, so getting the message out about what the company...

Event branding: Short-term action, long-term value.(Special Report: Event Marketing)
July 16, 2007... Byline: Allison Saget Think of all the events you've planned or been to in your lifetime, from industry conferences to client dinners to kids' birthday parties. Considering those examples, I believe kids' birthday parties do branding...

Proceed With Caution; How to reach the right customer at the right time with the right message using e-mail marketing in a Web 2.0 world.(NetMarketing)
July 16, 2007... Byline: KAREN J. BANNAN Widgets. Blogs. Social networks. RSS feeds. Wikis. Wireless. The list of applications and services that fall under the Web 2.0 umbrella seems to grow on a daily basis; and as it grows so, too, do the opportunities...

Seeking nominations for `BtoB's' Best.(News)(Brief article)
July 16, 2007... On Oct. 22, BtoB will publish a special issue featuring the best advertising, marketers and brands of 2007. For consideration, please submit materials by Aug. 17. * Best Advertising: This year, BtoB is introducing several new creative...

QuickHits.(News)
July 16, 2007... Ziff agrees to sell Enterprise Group Ziff Davis Media has agreed to sell the assets of its Enterprise Group to Insight Venture Partners for about $150 million in cash. Insight Venture Partners is a New York-based private equity and venture...

BMA show addresses 'give-me' customers; IBM, Cisco and others agree that businesses need to reach out with dynamic content.(Business Marketing Association)(International Business Machines Corp.)(Cisco Systems Inc.)
July 16, 2007... Byline: KATE MADDOX Marketers at the BMA annual conference in Las Vegas last month presented strategies for serving the new breed of "give-me'' customers, who demand information when they want it, where they want it and how they want it....

Disorder dooms design.(Chasers)
July 16, 2007... Design flaws distract. With the proper art direction, an ad can convey not only a message but a sense of competence and efficiency, not disorder and ineptitude. We had no trouble finding ads that were undone by poor design. Microsoft Cprp. in...

AT&T chooses BBDO; GSD&M retains ad duties but will report to Omnicom sibling.(News)
July 16, 2007... Byline: ALICE Z. CUNEO AT&T, the nation's second-largest advertiser, has shifted lead agency responsibilities for its estimated $3.345 billion account to Omnicom Group's BBDO, New York, the agency for what was Cingular Wireless (now AT&T's...

Web 2.0 catching on quickly with b-to-b marketers.(News)(business to business marketers)(Survey)
July 16, 2007... Byline: RICHARD KARPINSKI As quickly as b-to-b marketers assimilate and take advantage of new Web 2.0 technologies, new capabilities are roaring down the pike-at Internet speed-presenting new challenges and opportunities. Characterized...

Apple's masterful marketing of iPhone.(Opinion)
July 16, 2007... Byline: Ellis Booker Walking through my neighborhood early on the morning of June 30, I noticed a line of about 50 people standing outside an AT&T store-a store that wouldn't open for hours. This tableau was repeated again and again...

Marketers discover analytics' power; Savvy companies leveraging data at a high level.(News)
July 16, 2007... Byline: CAROL KROL After using Web analytics across its product line for a little more a year, security software maker Symantec Corp. is now doing a lot more than simply measuring click-throughs. The company is using data pulled from...

Following leads critical to trade show success.(Special Report: Event Marketing)
July 16, 2007... Byline: Mike Drohan Nearly all trade show exhibitors overlook the most important step in the process of generating sales-proper follow-up on every lead. The result is missed sales opportunities and a significantly lower ROI on their trade...

Cut to the Chase.(Chasers)
July 16, 2007... Company: Orion Advisor Services, Omaha, Neb. Agency: In-house Market: Midsize registered investment advisers Quick chase: Engaging readers, especially print audiences, is a big challenge. But as Orion Advisor Services demonstrates with this ad,...

indirect.(Direct & Database)
July 16, 2007... DMA acquires Email Experience Council The Direct Marketing Association Monday announced three initiatives to strengthen its offerings for members involved in e-mail marketing. The DMA said it has acquired the Email Experience Council (EEC),...

Ask The Expert.(NetMarketing)
July 16, 2007... Byline: Raghu Kakarala Question: How will Web 2.0 initiatives such as RSS and social media affect my company's e-mail marketing program? Answer: RSS and social media have some very important characteristics that marketers should be...

Problem Solved.(NetMarketing)(use of customized search tool)
July 16, 2007... Problem: Enabling users to find information quickly and easily in a content-rich site. Solution: Many companies are finding that their Web site serves users not just as a sales and marketing tool or online store but as a repository for...

Companies struggle with trade show marketing; Studies show disconnect at corporate level over understanding goals, measuring event success.(Special Report: Event Marketing)(Survey)
July 16, 2007... Byline: MARY ELLEN PODMOLIK More than 75% of companies exhibit at trade shows each year, and Michael Brandt, co-executive director of the Business Marketing Association, understands they face a conundrum. Finance departments look at...

CMP restructuring shifts emphasis online; Tech publisher follows others in folding or reducing frequency of print products.(CMP Technology Inc.)(bMighty.com)
July 16, 2007... Byline: MATTHEW SCHWARTZ CMP Technology last month announced a major restructuring that includes ramping up its online operations and reducing its reliance on print advertising. The changes include the shuttering of several print...

Involved work force highly correlated with better business results; Ask the expert.(Tools & Metrics)(Julie Gebauer speaks)(Interview)
July 16, 2007... Julie Gebauer is managing director-workforce effectiveness at Towers Perrin, a professional services company. BtoB recently asked Gebauer about trends in assessing employee engagement and how it affects the bottom line. BtoB: What is the...

Training programs benefit Rolls-Royce; Case study.(Tools & Metrics)(Case study)
July 16, 2007... Byline: CHRISTOPHER HOSFORD Although Rolls-Royce is most well-known for its luxury automobiles, the company is also a civil aircraft engine maker. In fact, Rolls-Royce is second only to General Electric Aviation in the aviation engine...

New campaigns.(Advertising)(Brief article)
July 16, 2007... Lenovo: "Best Engineered'' Agency: Ogilvy North America, New York Target audience: Small and midsize businesses and IT decision-makers Campaign objective: Raise awareness of the Lenovo brand in the U.S. Media: Print (Computer Reseller...

Experts lower ad forecasts; General economic slowdown, online advertising impact spending outlook.(Advertising)
July 16, 2007... Byline: KATE MADDOX Citing cautious ad spending by marketers in a slowing economy, several media tracking firms lowered their ad spending forecasts for this year and made preliminary projections for next year, when spending is expected to...

Electrical Outlets; Marketers find events ideal for communicating their brand identities to business partners.(Special Report: Event Marketing)
July 16, 2007... Byline: ERIN BIBA As events get smaller and more targeted, the opportunity for companies to control every aspect of the message imparted to attendees grows. Recent trends in event marketing have proven that events can be an ideal place for...

The buzz on snoring, awaiting the iPhone and magnetic ads.(News)
July 16, 2007... From foreheads to headboards, SnoreStop nasal spray is once again aiming for new heights in guerrilla marketing. SnoreStop-which made headlines throughout the world in 2005 when it sponsored forehead advertiser Andrew Fischer-is devising...

FierceMarkets keeps it in 'vertical families'; Company attracts b-to-b advertisers with niche e-newsletters.(Business Media)
July 16, 2007... Byline: MATTHEW SCHWARTZ Linda Streb, senior director of marketing at Access Co., which provides advanced software technologies to mobile markets, needed to punch up the company's presence in the U.S. Although Access was well known in...

Cater to the continent; When setting up shop in the EU, remember to protect your intellectual property.(Opinion)
July 16, 2007... Byline: Fran Grigsby Most firms that begin doing business in EU countries are surprised by the impact on their company as a whole. Marketing, HR, sales and finance all need to create new practices, policies and documents. One of the most...

New companies sprout up to help marketers reach green businesses.(News)
July 16, 2007... Byline: MATTHEW SCHWARTZ As green becomes a more vibrant hue in corporate America, new media and marketing companies are emerging to help b-to-b marketers reach an expanding pool of environmentally conscious buyers. In the last year,...

Culture clash in the blogosphere.(Opinion)
July 16, 2007... Byline: Paul Gillin A skirmish erupted in the b-to-b blogosphere last month that illustrates the clash of cultures going on in many companies over the new rules of customer engagement. It started on June 14, when Consumerist.com, a...

Business.com reportedly in play; Potential suitors include Dow Jones, New York Times.(Business Media)(business.com)(Brief article)
July 16, 2007... Byline: MATTHEW SCHWARTZ In a development that could add to the already furious pace of media deals, business.com is reportedly on the block. The b-to-b search engine could fetch $300 million to $400 million, according to a report in...

Corrections.(Correction notice)
July 16, 2007... Nations Restaurant News' circulation was incorrectly listed in a chart of publications serving the foodservice industry in the Vertical Insight Guide (June 25, page 20). The magazine's circulation is 63,741, according to the Audit Bureau of...

Olympics offers marketers golden opportunities.(Special Report: Event Marketing)
July 16, 2007... Byline: AMY SYRACUSE So your personal Olympics aspirations might have fizzled out somewhere between getting cut from the high school track team and embarking on a world-class corporate career. But that doesn't mean you can't still get to...

Agenda.(Calendar/Datebook)(Brief article)(Calendar)
July 16, 2007... July 17-Aug. 9 Regional Online Marketing Summit BusinessOnLine Multiple Locations regional.onlinemarketingsummit.com July 30-Aug. 2 TS2 2007 National Trade Productions Washington, D.C., Convention Center ...

Epsilon ad campaign highlights marketing; `Questions and Answers' includes print and online advertising.(Direct & Database)
July 16, 2007... Byline: CAROL KROL Epsilon has kicked off the first companywide advertising campaign in its 38-year history in order to underscore the breadth of services it can now offer to customers and prospects. The campaign caps a string of moves...

IAB chief pursues aggressive agenda; Q&A.(News)(dialogue with Randall Rothenberg of Interactive Advertising Bureau (New York, New York))(Interview)
July 16, 2007... Byline: KATE MADDOX Randall Rothenberg, who was named president-CEO of the Interactive Advertising Bureau in December, has been aggressively pursuing industry initiatives this year, from resolving issues around audience measurement to...

Goat or Gloat.(Chasers)(ad recognization)(Brief article)
July 16, 2007... Company: AT&T, San Antonio, Texas Agency: Rodgers Townsend, St. Louis Market: Network administrators Quick chase: A businessman in a hard hat working his cell phone in front of a construction site is a dime-a-dozen image. The image does not do...

Make your case within segments.(Vertical Insight: Legal)(marketing for law firms)
July 16, 2007... Byline: Mary E. Morrison The challenges marketers face in reaching an audience of lawyers and law firms are myriad, but the potential rewards are significant. Consider some recent data: The total size of the U.S. legal services industry is...

Cole Valley gets message out to lawyers.(Vertical Insight: Legal)
July 16, 2007... Byline: Mary E. Morrison Cole Valley Software, based in Coeur d'Alene, Idaho, sells its customer relationship management software to midsize law firms as well as other professional services firms. The firm historically has relied on trade...

Who's Who in B-to-B 2007; This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry. For this year's report, we focused on nine categories: marketers, agencies, direct and...

AGENCIES.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Carl Anderson What: President-CEO Where: Doremus, New York Why: Under Anderson's direction, Doremus grew its business by more than 30% last year, winning new accounts including Hyperion, Lehman Brothers, NASD, Office Depot, Russell...

Direct and Database.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Ray Butkus What: CEO Where: ARGI, Montvale, N.J. Why: A seasoned sales and marketing veteran, Butkus left his president post at Donnelley Group to head up ARGI, a subscription fulfillment and database marketing company. In March, Butkus...

E-MAIL.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Matt Blumberg What: CEO Where: Return Path, New York Why: Since Blumberg founded it in 1999, Return Path has grown into a company with more than 100 employees serving the commercial e-mail industry. He has a blog called Only Once, where he...

search marketing.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Tim Armstrong What: President-advertising and commerce North America and VP Where: Google, Mountain View, Calif. Why: Armstrong presides over the North American advertising sales and operations teams for the No. 1 search engine at a time...

business MEDIA.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Frank Anton What: CEO Where: Hanley Wood, Washington, D.C. Why: Anton, who is 2007-08 chairman of American Business Media, continues to drive Hanley Wood's dual strategy of growing organically and through acquisition. In April the company...

SERVICES.(Special Report: Who's Who in B-to-B 2007)(Website overview)
July 16, 2007... Marc Benioff What: Chairman-CEO Where: Salesforce.com, San Francisco Why: Benioff, who founded Salesforce.com in 1999, has taken the company from a startup to an industry leader in on-demand CRM software. Under his direction,...

ANALYSTS.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Michael Gerard What: Research director-Executive Advisory Group Where: IDC, Framingham, Mass. Why: Gerard, who joined research firm IDC in 2003 to help establish its CMO Advisory Practice, last year was named research director of its...

Associations.(Special Report: Who's Who in B-to-B 2007)
July 16, 2007... Dennis Dunlap What: CEO Where: American Marketing Association, Chicago Why: Dunlap, a 40-year marketing and advertising veteran, is focusing on dramatic media trends that present the AMA's 40,000-plus members with tremendous...

Training programs benefit Rolls-Royce; Case study.(Tools & Metrics)(Company overview)(Case study)
July 16, 2007... Byline: CHRISTOPHER HOSFORD ***** Correction: Due to an error in editing, a case study on Rolls-Royce in the July 16 issue (page 14) implied the company still makes luxury automobiles. The U.K.-based company has been out of that...