BtoB articles from June 2003

BtoB archives from June 2003

AGENDA.(Calendar/Datebook)(Calendar)
June 9, 2003... June 11 B-to-B Marketing Day: Where do we go from here? American Business Media New York Metropolitan Hotel (212) 661-6360 ext. 3318 www.americanbusinessmedia.com June 16-18 Ad:Tech San Francisco ...

Emerson ads target contractors to drive sales from OEMs.(Special Report: Integrated Marketing Successes)(Emerson Climate Technologies)
June 9, 2003... Byline: ROGER SLAVENS Not long ago, most computer buyers bought PCs based on the names branded on the outside of the box. But because of a groundbreaking, pull-through marketing campaign engineered by chip maker Intel Corp., now buyers are...

Companies save time, money with online surveys.(News)
June 9, 2003... Byline: KAREN J. BANNAN If you want to know how your customers feel about your product or service, one good way to find out is to ask. And one of the simplest, most cost-effective methods is an online survey. Three years ago, market...

USPS addresses small businesses; Agency uses--what else?--direct mail to tout new business mailing guidebook.(Direct & Database)(U.S. Postal Service promotes Guide to Mailing for Businesses and Organizations )
June 9, 2003... Byline: CAROL KROL The U.S. Postal Service is reaching out to small-business owners this month, using the U.S. mail to promote its new "Guide to Mailing for Businesses and Organizations.'' The 94-page book, introduced in April at the...

In Direct; American List Counsel forms new division.(ALC Media Management)(Anchor Computer debuts list service)(Demco acquires Gaylord Direct)
June 9, 2003... American List Counsel Inc. has created a new division, ALC Media Management, to offer alternative media opportunities to prospective clients. These include bind-ins, blow-ins, cooperative mail and package insert programs. Anchor Computer...

Corrections.(Correction Notice)
June 9, 2003... In the Media Power 50 Special Report (May 5, page 17), the timing of BusinessWeek's boost of its rate base was misstated. The increase occurred in January. In the same report, the URL for Telephony magazine's Web site should have been listed as...

CMP mines database to help launch new pubs.(News)(CMP Media Inc. starts new publication, Secure Enterprise, using the Government Enterprise database)
June 9, 2003... Byline: CAROL KROL In a climate that boasts few new publication launches, CMP Media L.L.C., Manhasset, N.Y., is publishing a new magazine in a joint venture with Computer Security Institute (CSI), a San Francisco-based computer security...

Big campaigns raise hopes of turnaround.(News)
June 9, 2003... Byline: KATE MADDOX B-to-b advertising may finally be on the upswing. In the last two months, more than a dozen major campaigns have been launched by advertisers such as IBM Corp., Microsoft Corp., Palm Computing Corp. and General...

AK Steel campaign brings home the point about new coatings.(Special Report: Integrated Marketing Successes)(AK Steel Corp.)
June 9, 2003... Byline: ROGER SLAVENS AK Steel launched an integrated campaign last year to promote a new antimicrobial steel product by its AK Coatings subsidiary. The campaign, developed by HSR Business to Business Inc., Cincinnati, included...

Mobium Creative Group named BMA Agency of the Year.(News)(Business Marketing Association)(Interview)
June 9, 2003... Byline: KATE MADDOX Mobium Creative Group, a b-to-b agency based in Chicago, last week was honored by the Business Marketing Association as 2003 Agency of the Year. During a challenging time for the marketing industry, what with...

Quick Hits; Report bodes well for tech companies.(Briefs)
June 9, 2003... Slumping tech companies may get a boost from small and midsize businesses, according to a report released this month by Harte-Hanks Inc. Seventy-two percent of small and midsize businesses are planning technology purchases that will exceed...

Studies find print advertising delivers ROI; Tactic outpaces sales calls, consumer ads, Events in driving pharmaceutical sales.(Business Media)(return on investment)
June 9, 2003... Byline: SEAN CALLAHAN The way b-to-b marketers are playing up the Internet and running down print advertising, it's easy to draw the conclusion that trade publications don't work, won't ever work and never did work. A key complaint...

Penton shuts 'Internet World,' shores up finances.(News)(Penton Media Inc.)
June 9, 2003... Byline: SEAN CALLAHAN Internet World is no longer of this world. Penton Media Inc. announced last month that it would discontinue the U.S. print version of the publication with the June issue. It will still operate print versions in...

MacWorld president, Macintosh go way back.(Business Media)(Rick LePage, Mac Publishing L.L.C.)(Brief Article)
June 9, 2003... Byline: ROGER SLAVENS Rick LePage has been president-editorial director of MacWorld Publishing L.L.C. and publisher of Macworld for just two months, but he's been covering the specialized world of Macintosh computing since its famed entry...

Web site security checklist.(Net Marketing)(Brief Article)
June 9, 2003... Byline: Richard Karpinski * Keep anti-virus systems up-to-date. Nimda, Code Red and other viruses and worms are perhaps the biggest threats today, capable of taking your site down entirely. * Protect customer data and identity at all...

DuPont consolidates with Ogilvy; Industrial giant wants sub-brands to help build equity in corporate brand.(News)(E.I. du Pont de Nemours and Co., Ogilvy and Mather Worldwide Inc.)
June 9, 2003... Byline: SEAN CALLAHAN For E.I. du Pont Nemours and Co., the news last month that it was consolidating its advertising with WPP Group's Ogilvy & Mather Worldwide carried more meaning than the typical agency review announcement. The...

Beyond the Biz; United advertising cleared for takeoff.(Briefs)
June 9, 2003... United Airlines executives must be reading BtoB. After months of advertising silence, the company announced last week that it is launching a new print ad campaign aimed at business travelers. The campaign, developed by Fallon Worldwide, is...

Creativity gap not really that wide.(Opinion)(lack of creativity in business magazines' ads)
June 9, 2003... Byline: Ellis Booker A "broadside'' report released late last month by The Dave and Alex Show, a New York-based marketing communications company, lambasts the industry for its lack of creativity. "The Creativity Crisis: A Pretty-Much...

BMA to expand membership to include product, sales execs.(News)(Business Marketing Association to include product development and brand management)
June 9, 2003... Byline: KATE MADDOX The Business Marketing Association, which held its annual conference last week in Chicago, plans to expand its membership into all areas of marketing and offer new resources to marketers in an effort to help pull the...

Smart strategies bridge marketing, sales chasm.(News)
June 9, 2003... Byline: CAROL KROL Three years ago, Bruce Dahlgren faced a daunting task. As VP-general manager, North America, for printing solutions and services at Lexmark International Inc., he needed to knit together sales and marketing teams...

Hotel ads make room for coveted business traveler.
June 9, 2003... While we're no match for the average corporate road warrior, the Chasers know hotels. We've known hotels with rock-hard mattresses and indifferent service, and we've known hotels with gracious touches and comfortable appointments. And, much...

Goat or Gloat.(Chasers)(Aetna Inc. and Liberty Mutual Insurance Co. print ads)
June 9, 2003... Company: Aetna Inc., Hartford, Conn. Agency: In-house Market: Human resource management executives Chase: Interspersing headlines and text is a dangerous game. And in this case it failed. Our collective eye spilled naturally from the headline:...

Cut to the Chase: Print.(Chasers)(Northrop Grumman's ad)(Brief Article)
June 9, 2003... Company: Northrop Grumman, Los Angeles Agency: McCann-Erickson, Los Angeles Market: Pentagon officials and investors Quick chase: If a tree falls in the forest, and no one is around to hear it, does it make a sound? That's the question this...

Online survey mistakes to avoid.(News)(Brief Article)
June 9, 2003... Byline: Karen J. Bannan Done incorrectly, online surveys can turn your customer into someone else's. Here's a short list of common mistakes. * Overlooking permissions. Unless your customers say it's OK to contact them via e-mail,...

New Campaigns.(Advertising)(by Dow Corning Corp. and IBM Software Manufacturing Co.)
June 9, 2003... Dow goes beyond silicone In an effort to expand awareness of Dow Corning Corp. as a provider of products other than silicones, the industrial manufacturer last month launched an integrated communications campaign with the tagline "Which...

Cut to the Chase: Radio.(Chasers)(Dell Computer Corp. radio ad produced by DDB Chicago Market)(Brief Article)
June 9, 2003... Company: Dell Computer Corp., Round Rock, Texas Agency: DDB Chicago Market: Small-business executives Quick chase: An executive assistant gently proves she's one step ahead of her boss by having the name of Dell's small business Web site on the...

Optimize marketing resources.(Opinion)
June 9, 2003... Byline: Michael Doernberg In today's increasingly complex business environment, inefficient communication, execution and spending result in more than just over-budget, delayed programs. These inefficiencies endanger strategic goals. ...

Quote Unquote.(Opinion)(Brief Article)
June 9, 2003... "If you have been in the world of b-to-b for more than the last 28 minutes, chances are pretty good you've been re-engineered, decentralized, recentralized, diversified, divested, merged, purged, cost justified, cost cut and put through the...

IBM launches e-business on demand.(Special Report: Integrated Marketing Successes)
June 9, 2003... Byline: KATE MADDOX When Sam Palmisano took over as CEO of IBM Corp. in March 2002, he initiated a new strategy to position IBM as a provider of hardware and software for an "on-demand world.'' His strategy was based on a vision of how...

Web site security; With the number of online attacks growing, marketers must protect their customer database and brand.(Net Marketing)
June 9, 2003... Byline: RICHARD KARPINSKI Whether you realize it or not, your Web site and corporate network are constantly under attack. According to a report from security vendor Symantec Corp., a typical large company is attacked continuously by human...

Microsoft extends 'Agility' campaign.(Special Report: Integrated Marketing Successes)
June 9, 2003... Byline: KATE MADDOX Microsoft Corp., which last year launched its first major enterprise software campaign to the tune of $200 million, extended the effort this year with an integrated campaign for .NET connected software. The new...

Creating win-win relationships with channel partners.(Opinion)(manufacturers refining distributor relationship strategy)
June 9, 2003... Byline: Roland John and Bill Caesar As product technologies in many industries converge, manufacturers are seeing customers base their buying decisions less on what is produced and more on how it is delivered. This has triggered...

Integrated Marketing Successes.(Special Report: Integrated Marketing Successes)(Brief Article)
June 9, 2003... Byline: KATE MADDOX Successful marketers know that integration is key to making ad campaigns work-in good times and in bad. But in a down economy, integration becomes even more important, as increased scrutiny is placed on marketing...

By Design: Lightyear site revamp strengthens brand.(Net Marketing)(Lightyear Technology Inc., Atomic Fusion Inc.)(Brief Article)
June 9, 2003... Company: Lightyear Technology Inc., Atlanta Web site: www.lightyeartechnology.com Agency: Atomic Fusion Inc., Atlanta Design: Lightyear Technology Inc., which sells digital X-ray systems and other imaging equipment to dentists,...

Code 3 improves dealer relations.(Special Report: From the CRM Trenches)(Code 3 Collectibles uses Best Software's SalesLogix customer relationship management solution)
June 9, 2003... Byline: KAREN J. BANNAN Company: Code 3 Los Angeles CRM provider: Best Software's SalesLogix Lesson learned: Minimum order require-ments might be costing your company valuable sales. Code 3 Collectibles, a Los Angeles...

Guest Column: 'Synchronized deployment' key to CRM success.(Special Report: From the CRM Trenches)(Column)
June 9, 2003... Byline: Bruce Temkin What causes CRM projects to fail? Process-change barriers, not technology miscues. In a recent survey of executives from more than 100 large U.S. companies, respondents most often cited program adoption as their most...

FCSA empowers field reps with data.(Special Report: From the CRM Trenches)(Farm Credit Services of America installs Pivotal Corp. solution)
June 9, 2003... Byline: KAREN J. BANNAN Company: FCSA, Omaha CRM provider: Pivotal Corp. Lesson learned: It helps to name staff 'champions' to drum up excitement for the implementation. Farm Credit Services of America salespeople spend much...

BtoB Q&A: Solomon discusses art of client service; Agency veteran's new book advocates focus on client, multimedia mix and data analytics.(Advertising)(Rapp Collins Worldwide's Robert Solomon)(Interview)
June 9, 2003... Byline: CAROL KROL Robert Solomon, president-CEO of direct agency Rapp Collins Worldwide, part of Omnicom Group Inc., has close to 20 years of account management experience. His second book, "The Art of Client Service,'' will be published...

June 1923: Keep it light; Hindsight A b-to-b time capsule.(Opinion)
June 9, 2003... R.A. Holme, publicity manager of The Superheater Co., New York, had some sound advice for trade show exhibitors eighty years ago that still rings true today: "Visitors don't want to bother to carry away catalogues and bulletins. Just trail...

NTE cuts costs using ASP solution.(Special Report: From the CRM Trenches)(SalesNet; application service provider's customer relationship management solution)
June 9, 2003... Byline: KAREN J. BANNAN Company: NTE, Downers Grove, Ill. CRM provider: SalesNet Lesson learned: Quick set-up and careful data cleansing will save money and increase productivity. NTE Inc.'s supply chain and transaction...

Direct Personality: Wunderman picks Ryan to lead integrated services.(Direct & Database)(Wunderman New York promotes Ellen Ryan)(Brief Article)
June 9, 2003... Byline: CAROL KROL Thirteen is Ellen Ryan's lucky number: She was promoted to exec VP-director of integrated services after 13 years with Wunderman New York, part of the Y&R Advertising group of companies, a member of the WPP Group. ...

Quote.(Headlines)(Patrick Kenealy )(Brief Article)
June 9, 2003... "In my 20-some-odd years in the business, there has always been a next thing." Patrick Kenealy Page 6

ABM members see signs b-to-b recession is easing; Mood is cautiously upbeat at annual meeting.(Headlines)(American Business Media )
June 9, 2003... Byline: Sean Callahan Despite the lingering slump in b-to-b advertising, the mood at last month's American Business Media annual spring meeting was surprisingly upbeat. Most top media executives buttonholed at the meeting in Savannah, Ga.,...

Media Business Index.(Headlines)(Brief Article)
June 9, 2003... Our Media Business Index (MBI) will track the media business sector's economic health. Each month we will trace the performance of 17 companies involved in business media and compare their composite performance with the Dow Jones Industrial...

From the Publisher: Time is right for 'Media Business'.(Headlines)(Brief Article)
June 9, 2003... Byline: Bob Felsenthal Welcome to BtoB's Media Business. What differentiates Media Business from other print publications covering our industry? First, Media Business will cover only b-to-b media companies. Second, it will be written...

Privacy big issue for circ execs.(Headlines)(Circulation Management Conference & Expo)(Brief Article)
June 9, 2003... Byline: CAROL KROL Among the business concerns plaguing circulation executives, privacy looms especially large, according to panelists who spoke May 14 at the Circulation Management Conference & Expo in New York. Given the convergence...

The Big Questions; Patrick Kenealy, CEO, International Data Group.(Headlines)(Brief Article)
June 9, 2003... Q. What reasons are there to be bullish about tech media? A. I have faith there's going to be a next thing. In my 20-some-odd years in the business, there has always been a next thing. Mainframes were followed by mini computers, which were...

Chic Simple venture suits 'BusinessWeek'.(Headlines)(Brief Article)
June 9, 2003... Byline: Sean Callahan McGraw-Hill Cos.' BusinessWeek and Chic Simple, a company that produces fashion books, don't exactly go together like ham and eggs. But the pair announced last month that they have formed a partnership to produce a...

'InformationWeek' extends brand with vertical network.(Headlines)(Brief Article)
June 9, 2003... Byline: Sean Callahan First, InformationWeek launched a Web site and conferences. Then, it introduced Optimize, a magazine aimed at CIOs. Next, it started a consulting and research operation. The brand extensions continued last month,...

Media Marketing: 'Fortune' launches new ad campaign.(Headlines)(Brief Article)
June 9, 2003... Byline: Sean Callahan What do the Olsen twins and Bill Gates have in common? Aside from having more money than most of us, they are featured in a new ad campaign by AOL Time Warner's Fortune. The magazine said last month that it plans...

(Not) For Sale; Primedia says its b-to-b unit is not on the block. So why is everyone acting like it is?
June 9, 2003... Byline: Sean Callahan Ever since Tom Rogers' resignation in April as chairman-CEO of Primedia Inc., a firestorm of speculation has engulfed the company. Is Primedia for sale? Are certain assets for sale? If so, do they include elements of...

Primedia Alumni Update: Start-up Ascend Media rolls dice on gaming and event publishing.
June 9, 2003... Byline: Sean Callahan Three former Primedia Business Magazines & Media executives are now with a new b-to-b media business just a few miles from their former company's headquarters. Cam Bishop, Dan Altman and Ron Wall are the key...

PRIMEDIA TIMELINE.(Chronology)(Company Profile)
June 9, 2003... 1886: Kansas City Implement and Farm Journal, Intertec's predecessor, founded. 1926: Name changed to Implement & Hardware Trade Journal. 1959: Broadcast Engineering acquired. 1967: Company changes corporate name to Intertec...

Tabloids no more; CMP's 'InfoWorld,' Ziff Davis' 'eWeek' opt to go smaller in bid to raise their profile with readers.(Print)
June 9, 2003... Byline: MARK J. MILLER InfoWorld and eWeek each made high-profile changes from tabloid size to regular magazine format in April in an effort to keep up with the changing needs of their readers. Demand for a more portable product...

Launch.(Print)(Acumen Journal of Sciences)(Brief Article)
June 9, 2003... The Acumen Journal of Sciences Launch date: May 15 Publisher: Acumen Sciences, San Francisco Circulation: Anticipated 30,000 paid and controlled by the end of 2003 Frequency: Five issues in 2003; eight planned for 2004 ...

Notes.(Print)(Brief Article)
June 9, 2003... Packaging group to publish magazine The Packaging Machinery Manufacturers Institute announced plans to launch Packaging Machinery Technology, a magazine covering innovation in packaging machinery. The publication will debut in September,...

Slicing up IT niches; CMP debuts StoragePipeline.com, joins a crowd pushing down into vertical tech content areas.(Online)(CMP Media Inc.)
June 9, 2003... Byline: Kate Maddox To help advertisers target readers who have specific technology needs, publishers are creating super-segmented online content areas. "The big challenge for these online publishers is to aggregate a large enough...

Tech Notes.(Online)(Wall Street Journal Online launches Messenger stock news service)(Bizjournals redesigns web sites)(Brief Article)
June 9, 2003... WSJ Online summaries via Instant Messenger In an effort to extend its brand, The Wall Street Journal Online last month launched a new service that provides news summaries and stock quotes to users of America Online's Instant Messenger...

By Design: PC Magazine Online.(Online)(Ziff Davis Media Inc.)(Brief Article)
June 9, 2003... Publisher: Ziff Davis Media Inc., New York Web site: www.pcmag.com Agency: In house Launch date: May 7, 2003 Design: While the overall redesign features more streamlined navigation, the main emphasis is a revamped product...

The SARS impact; Concern prompts postponements, cancellations, as exhibitors, attendees weigh risks, rewards of travel.(Events)
June 9, 2003... Byline: Carol Krol Severe acute respiratory syndrome (SARS) outbreaks have slowed, but many trade show producers continue to feel the business effects of the health crisis. Many have canceled or rescheduled their conferences, often because...

AGENDA.(Business to business events.)(Calendar)
June 9, 2003... June 11 B-to-B Marketing: Where Do We Go From Here? ABM, AAAA, ANA, AAF, AMA, BMA and BPA New York Metropolitan Hotel (212) 661-6360 www.americanbusinessmedia.com June 19 2003 Print Advertising Forum...

Spotlight: International Boston Seafood Show.(Events)(Brief Article)
June 9, 2003... Producer: Diversified Business Communications Inc., Portland, Maine Date: March 11-13, 2003 Where: Hynes Convention Center, Boston Floor space: 130,000 sq. feet (same as 2002) Attendance: 13,212 people (2002: 12,930) ...

Second-time success; Thomson wins back a disappointed Wachovia with road show, online university proposal.(Revenue Streams)(Wachovia Financial Security Network back in On Wall Street)
June 9, 2003... Byline: Sean Callahan At Wachovia Financial Security Network, Richmond, Va., some employees answer the phone with a cheerful, "It's a great day to go independent." The greeting is emblematic of a marketing strategy for Wachovia that...

Analyst Insight: Acquiring minds should look to buy.(Revenue Streams)
June 9, 2003... Byline: Sean Callahan The downturn in b-to-b publishing has been nasty, brutish and long. It's been so dismal, in fact, it's inspired some new metaphors. "In the technology market, for many, the popping of the bubble was more like an...

On the Move.(People)
June 9, 2003... MPA appoints McCullagh as VP-international Charles McCullagh was named VP-international at the Magazine Publishers of America. McCullagh was previously managing director-international for Scientific American. He succeeds Jay Melvin, who is...

Profile: U.S. exec to head Dutch firm; Wolters Kluwer names McKinstry as chairman.(People)
June 9, 2003... Byline: Sean Callahan As the chairman-elect of Wolters Kluwer NV's executive board, Nancy McKinstry is joining a small sorority of women running b-to-b media companies. But McKinstry said there are aspects of herself more telling than...

Notable numbers: Food & beverage advertising.(Benchmarks)(Brief Article)
June 9, 2003... Analysis: Through the first four months of 2003, food and beverage advertising accounted for a shade less than half of all advertising in some 70 food, beverage, lodging and restaurant publications. Equipment/maintenance, food and beverage...

'Bells and whistles' no substitute for direct link with readers.(Endnote)(American Business Media conference)
June 9, 2003... Byline: Rance Crain Gloria Scoby, my business colleague and longtime friend (she's celebrating her 25th anniversary with our company this year) has a good way of putting what we do for a living in perspective. "We're not healing the...

Goat or Gloat.(Chasers)(includes multiple articles)(Brief Article)
June 9, 2003... ***** Correction: The agency that created an ad for Aetna Inc. (Chasers, June 9, page 38) was misidentified. Grey Advertising, New York, created the ad. ***** Company: Aetna Inc., Hartford, Conn. Agency: In-house Market: Human...

Search engine marketing best practices.(Search)(Brief Article)
June 23, 2003... Byline: Richard Karpinski While search engine marketing is still in its infancy, best practices are beginning to emerge. Here are three key elements to consider before launching any search campaign: 1. Keywords. Savvy marketers use an...

Ask the Expert: best practices for e-mail.(e-mail marketing)
June 23, 2003... A popular part of BtoB's weekly E-Mail Marketer Insight e-newsletter is its "Ask the Expert'' column, which provides specific, tactical advice about e-mail marketing best practices. The following are collected from some of the best "Ask the...

Publishers adopt IAB ad formats, but will agencies?(Advertising and Agencies)(Interactive Advertising Bureau)
June 23, 2003... Byline: KATE MADDOX Three months after the release of new online ad formats by the Interactive Advertising Bureau, most of the largest online publishers are complying with the guidelines. In April, the IAB finalized a set of four...

It's not the strongest who survive, it's those who adapt.(Perspectives)(online advertising trends)
June 23, 2003... Byline: Greg Stuart Look at your current media plan and compare it to the one you had five years ago. Is it very different? It should be. Both consumer and b-to-b customers have changed habits dramatically in the last few years. Doesn't it...

Keeping track of the search players.(Search)(search engines; consolidation and partnerships)
June 23, 2003... Byline: Richard Karpinski In the search market, you definitely need a scorecard to keep up with all the players-not to mention the mergers, acquisitions and partnerships that at times make it hard to tell which companies are partners and...

Search engine ads hit prime time.(Search)
June 23, 2003... Byline: RICHARD KARPINSKI Flourishing even during the recent advertising slump, search engine marketing appears to have reached a critical mass that should encourage every b-to-b marketer, regardless of budget, to give this highly targeted...

Fortune 500 find value online.(Perspectives)(online advertising trends)
June 23, 2003... Byline: Charles Buchwalter My first job out of school was with an economic forecasting firm, whose founder and president-CEO was known to quip: "Our forecasts are always right, but we miss the timing from time to time.'' In June 2000, many...

Self-service programs drive CRM growth.(Customer Relationship Management)
June 23, 2003... Byline: KAREN J. BANNAN Two big CRM trends of 2003 are the re-emergence of formerly hot applications-such as Web-based, self-service knowledge centers-and the move away from massive CRM suites and to smaller, application-specific programs....

Looking ahead at marketing tech.(Future)
June 23, 2003... Byline: MICHAEL FITZGERALD If 2002 was the year of search engines and e-mail marketing, 2003 is the year of wireless and Weblogs as the hot interactive marketing technologies. Both these technologies promise to turn communications and...

Battle looming between marketing messages, filters.(Editorial)
June 23, 2003... Byline: Ellis Booker Welcome to the inaugural issue of BtoB's Interactive Marketing Guide. We plan to make this guide an annual product, bringing together articles, data, lists and advice you need to help execute your interactive marketing...

Webcasting tips for marketers.(Webcasting)(Brief Article)
June 23, 2003... 1. Avoid the straight sales pitch. Even if your goal is to generate sales, you'll do it better by identifying a problem, then showing your Webcast attendees how to solve it. If you try to sell them in the Webcast, you'll probably turn them off....

Make your site search engine friendly.(Search)
June 23, 2003... Byline: KAREN J. BANNAN Today, as marketers pay for placement in search engines or for the privilege of having their sites crawled, it takes significant efforts to make sure your site appears in the first two or three pages of search...

Webcasting on the rise as cost-effective marketing tool.(Webcasting)
June 23, 2003... Byline: CAROL KROL While still a small part of overall marketing expenditures, Webcasting is gaining momentum. This is especially true when it's used to reach and educate b-to-b technology buyers, the leading audience for live and...

Carat Interactive.(Advertising and Agencies)(Brief Article)(Company Profile)
June 23, 2003... Byline: Kate Maddox Location: Boston URL: www.caratinteractive.com Key executive: Sarah Fay, president Employees: 215 2002 revenue: $41 million 2002 b-to-b revenue: $20 million Carat Interactive delivered an...

SF Interactive.(Advertising and Agencies)(Brief Article)(Company Profile)
June 23, 2003... Byline: Matthew Schwartz Agency: SF Interactive Inc. Location: San Francisco URL: www.sfinteractive.com Key executive: Bruce Carlisle, CEO Employees: 35 2002 revenue: $4.1 million 2002 b-to-b revenue: $3.6...