BtoB articles from July 2008

BtoB archives from July 2008

DEFLECT THE DOWNTURN; Address key areas and continue to pursue growth by focusing on the 'Fantastic Five'.(Opinion)
July 14, 2008... Byline: Tim Furey Having seen the market slide in the past several months, companies are planning for the worst and hoping for the best. There are strategies for maintaining growth-and profitability-in trying times. The key is using the...

Cracking the purchasing cycle code.(Opinion)(Conference notes)
July 14, 2008... Byline: John Favalo While "Marketing in High Definition'' was the focus of the Business Marketing Association International's annual conference in Las Vegas last month, I observed firsthand that one important aspect of business marketing...

Ogilvy & Mather wins Best in Show at ACE Awards.(News)(Brief article)
July 14, 2008... Byline: KATE MADDOX Ogilvy & Mather, New York, received Best in Show at the 26th annual New York ACE Awards for its "Blade Center'' integrated marketing campaign created for client IBM Corp. The ACE Awards were presented by the New...

Economic effects; Faced with budget constraints, event marketers take action to save on costs and improve ROI.(Special Report: Event Marketing)
July 14, 2008... Byline: Erin Biba As the economy continues to trend downward, marketers are taking stock of event spending-and making changes. Travel is one industry hit hard, resulting in attendance drops at broad, large-scale events. On the other hand,...

Agenda.
July 14, 2008... July 15-Aug. 20 Online Marketing Summit-2008 Regional Tour BusinessOnLine Various locations www.onlinemarketingsummit.com July 20-23 Marketing World 2008 Frost & Sullivan Hyatt Park Beaver Creek (Colo.)...

Beyond the biz.(Protec Expo)(Rig Expo)
July 14, 2008... Getting drilled at your own show is a total bummer The Rig Expo, a two-day drilling service trade show, attracted attention for doing exactly the opposite: failing to attract attention. Despite being billed as "Canada's first ever drilling...

PROBLEM SOLVED.(Net Marketing)
July 14, 2008... Web site: Problem: Getting a Web site to enable communication with customers. Solution: Marketers looking to communicate with customers through their Web site should consider the following tips: 1) Include an RSS feed. Customers can...

The b-to-b blog backlash has begun; New Channels.(Opinion)(Report)
July 14, 2008... Byline: Paul Gillin IT analyst firm Forrester Research reports that the number of b-to-b blogs started by corporations fell by nearly half from 2006 to 2007 and that the decline in new launches is expected to continue this year. It appears...

Text mining gives structure to content and meaning to sentiment; Ask the expert.(Tools & Metrics)(Interview)
July 14, 2008... Rebecca Wettemann is VP of Boston-based Nucleus Research. BtoB recently asked her about the marketing uses of text mining. BtoB: What are the major benefits of text mining to marketers? Wettemann: To rapidly digest all the unstructured...

Cablecom mines text to satisfy clients.(Tools & Metrics)(Cablecom Holding AG)
July 14, 2008... Byline: CHRISTOPHER HOSFORD Zurich-based Cablecom is the largest cable network operator in Switzerland, providing customers with cable TV, broadband Internet access and telephone service. This essentially retail outreach masks a powerful...

New ways to read between the lines; Text analytics invades the b-to-b world bringing insight into customer attitudes.(Tools & Metrics)
July 14, 2008... Byline: CHRISTOPHER HOSFORD Market intelligence can be pretty stupid. The reason: There's so much of it-miles of statistics, and conversations and opinions, all tied up in interactive telephone surveys, call center notes, CRM systems,...

Ariba creates controls for who sends marketing e-mails when.(Net Marketing)(Case study)
July 14, 2008... Byline: KAREN J. BANNAN Case Study: How ariba controls duplicate e-mails Objective: Spend management company Ariba needed a way to keep customers and prospects from receiving duplicate e-mails from the more than 40 marketing...

GIVE YOUR E-MAIL MARKETING NEW LIFE; Get past the routine of `set and forget' with tactics that will increase your customer response.(Net Marketing)
July 14, 2008... Byline: Karen J. Bannan Since 2004, flooring manufacturer Armstrong has executed an e-mail marketing program designed to increase its brand awareness among commercial suppliers and specifiers. Earlier this year, its e-mail service...

Goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)(Brief article)
July 14, 2008... Company: Deloitte, New York Agency: N/A Market: IT, risk and corporate management Quick chase: The trick in using a large amount of copy in an ad is to make it look as if there's only a small amount of copy in the ad. But Deloitte can't quite...

Cut to the chase.(Chasers)(VSA Partners Inc. to help Caterpillar Inc. advertising)(Brief article)
July 14, 2008... Company: Caterpillar, Peoria, Ill. Agency: VSA Partners, Chicago Market: Construction management and engineering Quick chase: Caterpillar has constructed a wonderful ad that allows it to display its breadth of capabilities in every corner of...

Drawing interest with illustrations.(Chasers)
July 14, 2008... Line drawings, cartoons and other illustrations can often break through the clutter of a magazine, whose editorial and advertising environment is typically dominated by photography. Illustrations are often visually dynamic and dramatic, and...

Most airlines shun marketing as way to fly through storm.(News)
July 14, 2008... Byline: MARY E. MORRISON The soaring cost of fuel has the airline industry facing perhaps its most challenging year ever, but only a few of the major U.S. carriers are focusing on marketing to help them ride out the turbulence. For the...

Microsoft's Vista vision.(Advertising)
July 14, 2008... Byline: KATE MADDOX New campaign hopes to sell small businesses on operating system Microsoft Corp. last month kicked off an integrated marketing campaign to promote the features of its Vista operating system to small businesses. ...

A strategic approach to more effective event marketing; Guest column.(Special Report: Event Marketing)(Column)
July 14, 2008... Byline: David M. Rich The uncertain economic climate is driving CMOs and other marketing leaders to re-evaluate spending in all areas of marketing, including event marketing. Every event in a given portfolio must meet increasingly...

WHO'SWHO in B-to-B 2008.(Special Report)(Novell Inc. appointed Phil Juliano VP-global brand management )(Cisco Systems Inc. appointed Susan Bostrom Exec VP-CMO)(AllBusiness.com appointed Rob Feinstein as a VP-general manager )
July 14, 2008... 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 world. For this year's report, we focused on nine categories: marketers, agencies, direct and database,...

QuickHits.(News)
July 14, 2008... Marketing, finance collaborating more Marketing and finance groups are working together more closely to measure the impact of marketing efforts, according to a recently released study by the Association of National Advertisers and Marketing...

Marketers playing through pain of losing Tiger.(News)
July 14, 2008... Byline: CHRISTOPHER HOSFORD Tiger Woods' absence from competitive golf for the rest of the PGA season, due to injury and reconstructive surgery, is expected to have an impact on TV ratings and by extension the value of tournament telecasts...

Motorola's Conrado pushes realignment; Q&A.(News)(Interview)
July 14, 2008... Byline: KATE MADDOX Eduardo Conrado, corporate VP-global business and technology marketing at Motorola Corp., over the past two years has been involved in a reorganization of the company' b-to-b segments, in which marketing teams have been...

Oracle CMO opens the books on marketing spending, ROI.(News)
July 14, 2008... Byline: Kate Maddox In an unusually candid keynote presentation at the annual Business Marketing Association conference last month in Las Vegas, Judith Sim, senior VP-CMO of Oracle Corp., revealed how the company has achieved increased...

Quick and easy ways to improve e-mail conversion; E-mail marketing insight.(Net Marketing)
July 14, 2008... Question: How can I ensure my e-mail newsletter content is relevant and compelling? Answer: To ensure your e-mail newsletter content is both relevant and compelling, consider taking a layered approach. Structure the "top'' level of the...

in direct.(Direct & Database)(U.S. Postal Service has realigned several its core functions)(Publicis Groupe S.A. have partnered with Yahoo Inc.)
July 14, 2008... Postal Service restructures The U.S. Postal Service announced that it has realigned several of its core functions, characterizing the change as "dramatic.'' The realignment creates two primary strategic groups: Shipping and Mailing...

Analysts lower ad projections; Revised numbers show tough times are ahead.(News)
July 14, 2008... Byline: Carol Krol The severe slump in the U.S. ad market will continue into next year, according to leading ad industry seers who, in recent weeks, have lowered their spending projections for most categories. Internet advertising remains...

Many sectors to boost ad spending; Schonfeld sees double-digit increases for food and telecommunications.(News)(Report)
July 14, 2008... Byline: Kate Maddox Despite the down economy, many industries will increase ad spending next year, according to the 32nd annual "Advertising Ratios & Budgets" report, released last month by research company Schonfeld & Associates. ...

Integration the big topic at BMA show.(News)(Business Marketing Association)(Conference notes)
July 14, 2008... Byline: Kate Maddox More than 200 b-to-b marketers shared strategies on how to use Web 2.0 technologies and integrated marketing to engage customers at the Business Marketing Association's annual conference in Las Vegas last month. ...

Phones, fuel a full year later.(Opinion)
July 14, 2008... Byline: Ellis Booker A year ago in this space, I lavished praise on Apple's "masterful" marketing of the iPhone but ended the column by announcing I didn't plan on buying one. Fast-forward a year. I'll own an iPhone 3G by the time you...

Letters.(Opinion)(Letter to the editor)
July 14, 2008... Survey skews C-level online readership trends I read your piece ("C-level newspaper consumption plummets as execs migrate to Internet for news," BtoBonline.com, June 24; also page 7 of this issue) and felt the need to comment. With a...

Letters.(Opinion)(Letter to the editor)
July 14, 2008... Btobonline.com Survey says! Recent BtoB Webcast audience poll results: What types of goals do you use search marketing to achieve? (Check all that apply.) Generating leads: 79.0% Driving site traffic: 77.4 Brand building:...

new campaigns.(Advertising)
July 14, 2008... Polycom: "Telepresence" Agency: Scorch Media, San Francisco Target audience: C-suite executives globally Campaign objective: Brand campaign for Polycom's Telepresence solutions Media: Print (Financial Times), online (FT.com) Budget: High...

Media M&A deal value declines 65% in first half.(Business Media)(Financial report)
July 14, 2008... Byline: Kate Maddox Total deal value for M&A media transactions plunged to $23.2 billion in the first half, down 64.7% from $65.8 billion in the first half of 2007, according to media investment bank Jordan, Edmiston Group. However,...

media notes.(Business Media)(Hearst Business Media's Electronics Group, IDG and China's Publishing House of Electronic Industry have acquired ee365.cn)(Washington Post Co. appointed Marcus Brauchli as executive editor)
July 14, 2008... ALM rebranded as Incisive Media; offices to consolidate Incisive Media announced last week the rebranding of its ALM unit, which includes The American Lawyer, Real Estate Forum and Law.com. ALM and its various divisions, acquired by...

Use of digital media rising; DMA survey finds that while new media is growing, offline remains strong.(Direct & Database)(Direct Marketing Association)(Survey)
July 14, 2008... Byline: Carol Krol Four out of five marketers are integrating their marketing campaigns, according to the Direct Marketing Association, and while digital media has been growing exponentially, tried and true offline media remains strong....

Find power in firm structure; Taking time to determine focus of practice, personnel pays off.(Vertical Insight: Legal)
July 14, 2008... Byline: Mary E. Morrison The 1.1 million practicing lawyers in the U.S. represent a lucrative market for providers of legal products and services-if those vendors can target the right person with the right message. "Most people who...

Court lawyers with evidence supporting sales message; industry outlook.(Vertical Insight: Legal)(Interview)
July 14, 2008... Byline: Mary E. Morrison As associate executive director of the American Bar Association's Communications Group, Sarina Butler oversees the ABA's publishing division, which publishes more than 80 periodicals per quarter and 120 books per...

CT's 'Heroes' campaign smashes through clutter.(Vertical Insight: Legal)(Case study)
July 14, 2008... Byline: Mary E. Morrison Case study: How CT boosted lead generaton and brand Objective: CT, a division of Wolters Kluwer Corporate Legal Services, provides software and services to legal professionals. The company wanted to pull its...

E-mail success lies in meeting needs; Ask the expert.(Net Marketing)(Brief article)
July 14, 2008... Byline: Karen J. Bannan Question: What's a quick and easy way to improve my e-mail conversion rates? Answer: It's simple: Give your customers what they ask for. The success of your e-mail programs today and in the future hinges...

10 ways to reduce event marketing costs.(Special Report: Event Marketing)
July 14, 2008... Byline: Christopher Hosford Saving marketing events costs is possible, but you have to know which cuts are wise and which might sabotage your event efforts. Here's a run-down of tactics you can use to reduce event marketing expenses when...

Take steps to ensure more value in your meetings; Guest column.(Special Report: Event Marketing)(Column)
July 14, 2008... Byline: Jack Phillips With the sluggish economy, budget cuts and various projects being questioned, now is the time to sharpen our tools to make sure that we are delivering value and ROI. From a broad perspective, there are two ways to...

Navigant Consulting brings grounded clients virtual information.(Special Report: Event Marketing)
July 14, 2008... Byline: Erin Biba Case Study: How Navigant connected with clients unable to travel Objective: Navigant Consulting wanted to create a constant conversation with clients that extends beyond the event floor and doesn't require them to...