BtoB articles from June 2005

BtoB archives from June 2005

BMA conference focuses on value of marketing.(News)(Column)
June 13, 2005... Byline: KATE MADDOX B-to-b marketers discussed the value that marketing brings to an organization at the Business Marketing Association's annual conference in Chicago last week. Attendance was up slightly at this year's show, with...

A b-to-b wish list for the next five years.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Ralph A. Oliva The past five years have been rough for business-to-business marketing. We've seen the penchant to cut, cut, cut, and the emergence of "finance and control'' in charge to the extent that marketing and innovation are...

The numbers tell the story of online's amazing growth.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Geoff Ramsey In early 2000, as I was working on the latest eMarketer projections for the online advertising market, I got word of a new corporate giant. It had an ungainly name. Maybe you remember it: AOL Time Warner. With a...

B-to-b users want sites with b-to-c service, ease.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Jakob Nielsen We have come a long way in usability over the last five years, but the Web is still not easy enough to use to fulfill its potential.Users' average success rate has increased from 42% to 66%. (The success rate is the...

It ain't about technology-it's about customers.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: David Sable The notion that technology has changed the rules and foundations of the so-called b-to-b landscape is wrong. I find it amusing that a recent (April 8, 2005) Forrester Research report, "What B2B Marketers Need From...

The fall and rise of b-to-b; Companies faced turbulent times over the past five years. Some foundered when their grandiose Internet plans failed to deliver, while those with solid business models emerged stronger.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Kate Maddox When BtoB was launched in March 2000, the b-to-b marketing industry was in its heyday. Dot-com investing was at its peak, e-hubs were the rage, tech marketing spending was at an all-time high and new-economy...

Remember online advertising's awkward stage?(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Randy Kilgore Thinking back to online advertising in 2000 is like looking at your junior high class photos; both make you cringe. Not that 2000 was such a bad year for online-the pain didn't require serious medication until 2001....

March 27, 2000: 'BtoB' debuts as marketers' expectations for e-commerce seem boundless.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: SEAN CALLAHAN In BtoB's debut issue, which appeared March 27, 2000, MarchFirst CEO Robert Bernard uttered a phrase that captures the feeling of that moment in time, just weeks before the dot-com bubble burst. "Market cap...

Watching a new medium evolve on its own terms.(Special Issue: B to B 2000-2005)(online advertising)
June 13, 2005... Byline: David Hirsch Every new form of media begins by imitating what came before it. The first TV shows were like radio with pictures. The first movies were little more than recordings of stage plays. Only years after these forms were...

Paid content proponents charge ahead; NYTimes.com is the latest to make users pay, but jury still out on revenue model.(News)
June 13, 2005... Byline: SEAN CALLAHAN NYTimes.com, after a decade as a free site, announced May 16 that it would begin charging an annual fee for access to some content, including its op-ed columnists. On the same day, CNN.com announced that it would...

Google, rivals race to launch desktop search products.(News)
June 13, 2005... Byline: CAROL KROL Google announced last month it has introduced Google Desktop Search for Enterprise. The free application gives companies the ability to search desktops for information in file folders, e-mails, corporate intranets and...

Mining the information vein.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Vin Gupta Having been in the b-to-b marketing world for more than 30 years, I can say that the advances made over the past five years have been unprecedented. The technology and communication tools now available, combined with the...

Word-of-mouth marketing gets people buzzing.(News)(Mouth Marketing Association)(word-of-mouth marketing)(Column)
June 13, 2005... Byline: RICHARD KARPINSKI Is word-of-mouth marketing the hot new thing or just a new buzz-phrase for techniques and approaches b-to-b marketers have used for years? The answer, as with most things as complex and far-reaching as...

It feels more like 10 years at the amusement park.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Bob Felsenthal You have been with us on this roller coaster the past five years. I don't need to tell you that this has been a time of rapid change, uncertainty and ups and downs in b-to-b marketing and media. But what really...

Environment captures GE's imagination.(News)
June 13, 2005... Byline: SEAN CALLAHAN There's a company that has manufactured refrigerators that emit fluorocarbons, which scientists believe have contributed to the hole in the ozone layer. This company is also a leader in the nuclear power industry. And...

Atmosphere upbeat at ABM spring meeting; President-CEO Hughes compares b-to-b media industry's growth to a `rocket ship'.(News)
June 13, 2005... Byline: SEAN CALLAHAN Signs of the b-to-b media sector's health were everywhere at American Business Media's annual spring meeting last month in Boca Raton, Fla., which attracted about 350 attendees, the most since 2000. In his...

Looking forward to swinging for the fences again.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Rick Segal 'We have an unbridled sense of optimism. We're in the opening days of a new golden age shining with possibility.'' When I spoke these words at a Business Marketing Association conference at the end of the last...

Morgan Stanley takes heat for 'ad pull' clause.(News)
June 13, 2005... Byline: SEAN CALLAHAN Morgan Stanley has been taking a beating in the media lately. The financial services firm recently lost a high-profile case concerning the collapse of Sunbeam Products, although it says it will appeal. There's...

Three changes that transformed channels.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: David Moore Most Internet pros had some sense that the dot-com boom of 1998 to 2000 was a bubble, but few could see how profoundly its popping would impact their companies. We all found out fast enough. But even the dot-com bust...

Forrester reports shift to online ads.(Advertising)(Column)
June 13, 2005... Byline: KATE MADDOX The majority of marketers plan to increase their online advertising budgets over the next five years as they find the medium more effective than traditional media, according to a report released last month by Forrester...

B-to-B Timeline.(Special Issue: B to B 2000-2005)(Calendar)
June 13, 2005... 2000 January * Dow Jones Industrial average hits all-time high of 11,7222.98 on Jan 14. March * NASDAQ composite index hits all time high of 5,048.62 * BtoB debuts on March 27. * Whittman-Hart & USWEB/CKS renames...

The 21st century roller-coaster ride continues.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Don Schultz I have been asked to review the major changes in integrated b-to-b marketing communication over the past five years. Thus the headline. Marcom has been up and down. Electronic marketing communication was born, died and...

Have you cracked the customer code?(Special Issue: B to B 2000-2005)
June 13, 2005... Byline: Dawn M. DiMartino Have b-to-b marketers cracked the customer code? The short answer-no. The longer answer starts about five years ago, when the Customer Relationship Management craze started. In one year, from 2000 to 2001,...

Three observations about b-to-b's future in the next five years.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Ellis Booker Our fifth anniversary special issue looks at how b-to-b marketing has evolved during a tumultuous half-decade. We've enumerated the top trends, events, newsmakers and campaigns of the period and rounded out the package...

Catalogers' future lies in e-commerce; Survey: Building site revenue, adding Internet apps narrow gap with print as execs' top priority.(Direct & Database)
June 13, 2005... Byline: CAROL KROL In the face of rising mailing, distribution and delivery costs, catalogers are focused on growing nonprint alternatives, according to a study published last month by printer Transcontinental Printing. "The areas of...

Trade press still fills need in digital age.(Special Issue: B to B 2000-2005)
June 13, 2005... Byline: Rance Crain This year marks our fifth year as a news publication titled BtoB, and next year we celebrate the 90th anniversary of Class-the predecessor of BtoB, Business Marketing and Industrial Marketing-and of Crain Communications...

New BMA chief spells out challenges facing marketers; Q&A Kirby Strickland: Int'l chairman, Business Marketing Association.(News)(Business Marketing Association )(Interview)
June 13, 2005... Byline: KATE MADDOX Kirby Strickland, president of Strickland & Co. Advertising, last week took the reins as international chairman of the Business Marketing Association at the annual BMA conference in Chicago. Strickland has 24 years...

Goat or Gloat.(Chasers)(advertising contracts )(Brief Article)
June 13, 2005... Company: Hewlett-Packard Co., Palo Alto, Calif. Agency: Goodby, Silverstein & Partners, San Francisco Market: IT managers Chase: The headline declares that the new HP printer allows a user to be in two places at once. But the copy never follows...

Beyond the Biz: Study offers dope on e-mail madness.(News)
June 13, 2005... E-MAIL HAS A MORE DETRIMENTAL EFFECT on British workers' IQs than smoking marijuana, according to a Hewlett-Packard study conducted by TNS Research. Dr. Glenn Wilson, a psychiatrist at King's College at London University, monitored worker IQ...

In Direct.(Direct & Database)(Brief Article)
June 13, 2005... Marketing services leads M&A deals Direct marketing industry M&A deals in the first quarter totaled 107 transactions worth a combined $6.6 billion, according to investment banker Petsky Prunier's Deal Notes. The deal value was flat...

Past indicates promising future for b-to-b direct.(Special Issue: B to B 2000-2005)
June 13, 2005... Byline: John A. Greco Jr. Though I wouldn't say it has been smooth sailing over the past five years for any one business sector, b-to-b has certainly weathered the storm-perhaps better than others. There are, of course, many reasons...

Top trends; Whether finding new ways to reach customers or establish a higher profile in the executive suite, b-to-b marketers have proven remarkably agile and adaptable in the past five years.(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Kate Maddox, Sean Callahan and Carol Krol Since 2000, b-to-b marketers have had to adapt to adversity, from the boom-and-bust economy to the effects of the 9/11 attacks to the erosion of trust in corporate America. They slashed...

WEBINAR ESSENTIALS; Favored by prospects and customers alike, online events become a major part of marketing programs.(Net Marketing)(Column)
June 13, 2005... Byline: Karen J. Bannan CXT Software caters to small, private courier companies. The Phoenix-based company designs, sells and implements software that lets its customers schedule and track deliveries, create invoices and manage drivers....

The highs and the lows.(Chasers)
June 13, 2005... The Chasers over the past five years have brought you b-to-b advertising that ranges from the inspired to the insipid. Let's start on the sunny side of the street as we recall the top five advertising efforts of the past five years and the...

Cut to the Chase.(Chasers)(Brief Article)
June 13, 2005... Company: Sprint, Overland Park, Kan. Agency: Publicis & Hal Riney, San Francisco Market: Telecom, IT managers Chase: This spot smartly underscores the benefits of reliable access to information. ING Direct, an online bank, relies on the Sprint...

Hire.com's webinars emphasize customer education, not sales.(Net Marketing)
June 13, 2005... Byline: KAREN J. BANNAN Hire.com, which caters to corporate hiring managers at Global 2000 companies, is using webinars as a low-sell method to get its message out. Twice each quarter, Doug Miller, VP-marketing for the Austin,...

Media Notes.(Business Media)(Brief Article)
June 13, 2005... MarketWatch adds industry sections Dow Jones & Co. has added a series of advertising-sponsored, industry-specific sections-as well as personal-finance areas-to its MarketWatch site. MarketWatch's main navigation tabs include two...

Quick Hits.(Briefs)
June 13, 2005... Hewlett-Packard picks Lyons as new CMO Hewlett-Packard Co. has named 26-year company veteran Cathy Lyons exec VP-chief marketing officer effective immediately. Lyons assumes CMO responsibilities from Mike Winkler, who will continue in his...

E-business and b-to-b strategy: Where are we now?(Special Issue: B to B 2000-2005)(Column)
June 13, 2005... Byline: Olivier Kohler Since the global adoption of the Internet, we have seen long-standing business paradigms change virtually overnight. Many companies have restructured their business models, dot-coms have disappeared into thin air...

Recession spawned evolution in media industry.(Special Issue: B to B 2000-2005)
June 13, 2005... Byline: Gordon T. Hughes II The bursting of the advertising bubble in 2000, and the ensuing economic repercussions, posed a monumental challenge to most industries and forced a period of corporate introspection and re-examination that...

Meet the New Boss; You may not have heard of a marketing operations director, but you may soon have to answer to one of these influential efficiency experts.(News)
June 13, 2005... Byline: Kate Maddox As b-to-b companies scrutinize marketing programs and try to create more accountable organizations, they are adding a new job function-the marketing operations director. Adobe Systems, BEA Systems, Cisco Systems,...

JPMorgan-led group to acquire Hanley Wood; $650 million deal for construction media firm viewed as good sign for media M&A activity.(News )(J.P. Morgan Partners to acquire Hanley-Wood Inc.)(Brief Article)
June 13, 2005... Byline: SEAN CALLAHAN An investment group led by JPMorgan Partners announced last month that it had agreed to acquire construction industry media company Hanley Wood from Veronis Suhler Stevenson. The price was said to be $650 million,...

Thomas plans to drop print directories.(News)(Thomas Industrial Network )(Brief Article)
June 13, 2005... Byline: SEAN CALLAHAN The Thomas Industrial Network is now a dot-com company. The unit of Thomas Publishing Co. announced recently that it will stop printing its multivolume directories, The Thomas Register of American Manufacturers...

Quick Hits.(News)(appointment of Jim Schroer of Carlson Marketing Group)(internet advertising expenditure surveys)(advertising contract between Sun Microsystems Inc. and Butler, Shine and Stern)
June 13, 2005... Carlson Marketing Group taps auto vet as CEO Jim Schroer has been named president-CEO of Carlson Marketing Group, a marketing communi-cations agency. Schroer was previously exec VP-global sales, marketing and service at DaimlerChrysler,...

Creative; Here are some of the campaigns that truly stood out in the last five years for their design, innovative use of media and strong results.(Special Issue: B to B 2000-2005)
June 13, 2005... Byline: Kate Maddox American Express OPEN: The Small Business Network Ogilvy & Mather New York Financial services provider American Express Co. made a big play for the small business segment in 2002 when it launched a campaign for...

Behavioral-targeted campaigns hit mark; Revenue Science program aims to provide 'industry standard metrics' for media buyers.(Business Media)
June 13, 2005... Byline: SEAN CALLAHAN Behavioral targeting, the practice of segmenting audiences by their online habits, has proven to be an effective means of advertising. For example, a study conducted by Dynamic Logic on FT.com, the Financial...

AGENDA.(News)
June 13, 2005... June 16 'Media Business' Innovators Awards Luncheon BtoB's Media Business Grand Hyatt, New York www.btobonline.com/calendar.cms www.americanbusinessmedia.com June 23 Content Management Seminar American...

WebMethods focuses on award-based placement to reach insurance execs; Web services marketer pushes ads with relevance to market segments.(Insurance)(Column)
June 27, 2005... Byline: KAREN J. BANNAN Web services are standardizing, turning an industry that was once ruled by innovation into a commoditized business. As part of an effort to differentiate itself from its competitors, Web services provider webMethods...

Cross currents in vertical marketing.(Editor's Note)(Column)
June 27, 2005... Byline: Ellis Booker Welcome to Vertical Marketing 2005, a collection of the Vertical Insight sections that have appeared in BtoB for the past year and a half. While the stories, expert columns and case studies we've accumulated provide...

Marketers seek new heights with vertical; No matter what the size or budget, companies are seeking to add valuable customers in b-to-b niches.(News)(Column)
June 27, 2005... Byline: Kate Maddox `Vertical is very strategic for us. We're in the process of strengthening our vertical approach,'' said Jennifer W. Dorsey, customer development and loyalty manager, U.S. Small and Midmarket Solutions & Partners at...

Carmakers seek price, innovation; Suppliers must offer better mousetrap, sell through strong direct sales force.(Automotive)
June 27, 2005... Byline: Roger Slavens The automotive industry is one of North America's largest, with production of passenger cars and light trucks totaling approximately 16 million units in 2004 and with a purchase value of more than $500 billion. More...

Get traction by putting products in hands of engineers.(Automotive)(Original Equipment Suppliers Association)(Interview)
June 27, 2005... Byline: Roger Slavens One of the most important voices for automotive component manufacturers is the Troy, Mich.-based Original Equipment Suppliers Association, which represents more than 350 member companies and $280 billion in supplier...

Tips for marketing to AUTOMOTIVE.(Automotive)(Brief Article)
June 27, 2005... Build relationships To do business with the Big 3, it's a good idea to be QS9000-compliant, foster a corporate culture that fits with their vision and be willing to export to offshore manufacturing facilities. innovate Car...

Optima finds aftermarket road leads to designers, OEM status.(Automotive)(Johnson Controls Battery Group Inc.)(Original equipment manufacturers)
June 27, 2005... Byline: Roger Slavens Sometimes to get the attention of car manufacturers and become an original equipment manufacturer, you have to do an end-around. "Doing well in the automotive aftermarket is a great opportunity for component...

Case Study: how Optima achieved OEM status.(Automotive)(original equipment manufacturer)(Brief Article)
June 27, 2005... Objective: Achieve original equipment manufacturer (OEM) status with various carmakers. Strategy: Create industry buzz and demand from car enthusiasts in the automotive aftermarket; get the product in front of car manufacturers' engineers...

Proof, patience key for insurers; Risk-averse industry looks for products with demonstrated business benefits.(Insurance)
June 27, 2005... Byline: Amanda L. Milligan Insurance companies have become careful, discerning spenders because of uncertainty about market conditions as well as their industry's conservative culture, observers say. But with the right approach and a...

Case Study: Focus on c-suite helped webmethods score a hit.(Insurance)(Brief Article)
June 27, 2005... Objective: Avoid commoditization and get noticed, not just by IT decision-makers but by C-level insurance executives who approve and benefit from webMethod's services. Strategy: Aim at top management, a small group that subscribes to...

Insurance firms tread carefully.(Insurance)(Brief Article)
June 27, 2005... Byline: Amanda L. Milligan Though the current "hard" market has helped many insurance industry players improve profitability, these conditions have not translated to more purchases, said Bill Wilt, VP of Morgan Stanley Equity Research in...

Get to know different levels; Learning how federal, state and local agencies operate is arduous but lucrative.(Government)
June 27, 2005... Byline: Roger Slavens On the federal, state and local level, governments within the U.S. spent an estimated $2.234 trillion on goods and services in 2004, according to Global Insight, a Waltham, Mass.-based economic and financial data...

Tips for marketing to government.(Government)(Brief Article)
June 27, 2005... Byline: Source: Amtower & Co. * Find out if you are selling to Uncle Sam: Run the credit card test. 4716, 4486 and 5568 are all federal unique credit card prefixes. * Determine where your audience gets its information and how those...

Panasonic's Toughbook PC muscles into niche by proving its mettle in battle.(Government)(Panasonic Computer Solutions Co. markets laptop computers)
June 27, 2005... Byline: Roger Slavens Roughly 12 years ago, what's now known as Panasonic Computer Solutions Co. introduced the Toughbook, a rugged laptop that could endure the rigors of out-of-the-office conditions ranging from construction sites to...

Case Study: how panasonic got its rugged product into the hands of america's military.(Government)(Brief Article)
June 27, 2005... Objective: Continue building sales of Panasonic's Toughbook laptop computer line to the federal government, especially the Army, Air Force, Navy and Marines. Strategy: Expand the perception of the product by illustrating various...

Focused approach key in selling to government.(Government)(Brief Article)(Interview)
June 27, 2005... Byline: Philip B. Clark BtoB: What are the biggest differences in marketing to government versus corporate customers? Bartels: It's important to understand that public sector purchasing is more out in the public. Governments are...

Industry lifts off after decline; Suppliers focus on engineer expertise, collaboration during sales process.(Aerospace)(aerospace industry)
June 27, 2005... Byline: Roger Slavens Thanks to robust spending by the U.S. Department of Defense for military aircraft, missiles and space projects, the U.S. aerospace industry generated $161 billion in sales in 2004, according to the Aerospace...

Getting in on programs, developing relationships key in aerospace.(Aerospace)(Greg Hamilton, publisher of Aviation Week & Space Technology shares his views)
June 27, 2005... Byline: Roger Slavens Aviation Week & Space Technology consistently ranks as one of the strongest b-to-b magazines of any sector and, alongside its niche sibling properties, gives marketers tremendous opportunities to reach aerospace...

DynaBil diversifies client base by gaining government projects; Component supplier bounces back with defense contracts that offset Comanche program loss.(Aerospace )
June 27, 2005... Byline: Roger Slavens Things have been more than a bit turbulent for DynaBil Industries, a Coxsackie, N.Y.-based supplier of sheet metal assemblies and components to the aerospace industry. The 9/11 attacks' impact on commercial...

Take advantage of turnaround; Component suppliers should benefit from expected double-digit growth.(Tech Manufacturing)
June 27, 2005... Byline: Roger Slavens The computer hardware market had been seriously lagging behind other industries in rebounding from the economic downturn of the past three years. However, several research firms report that computer hardware...

OS vendor tweaks Microsoft, builds brand with 'Sorry Bill' ads.(Tech Manufacturing)(Net Integration Technologies)
June 27, 2005... Byline: Roger Slavens Many marketing experts believe that b-to-b messaging should be as clear and simple as the text of a children's book. Well, one Linux operating software developer took that approach to the ultimate conclusion in an...

Add value with research info; Opportunities await suppliers as industry struggles with innovation.(Pharmaceutical)
June 27, 2005... Byline: Roger Slavens The U.S. pharmaceutical industry is such a juggernaut that even when faced with scandal-such as the recall of Merck's blockbuster arthritis drug Vioxx-and dwindling numbers of new drug approvals by the Federal Drug...

Industry adapts to outsourcing, global competition, new tech.(Pharmaceutical)(Interview)
June 27, 2005... Byline: Roger Slavens Marketers need to be aware of major changes taking place in pharmaceutical manufacturing, research and development, processing and global operations, according to Navi Radjou, VP of Forrester Research. For...

PBI sells science, business benefits to pharmaceutical firms.(Pharmaceutical)(Pacific Biometrics Inc.)
June 27, 2005... Byline: Roger Slavens Seattle-based Pacific Biometrics Inc. operates a central drug and diagnostics development laboratory with a highly specialized focus on cardiovascular disease, diabetes and osteoporosis. Pharmaceutical companies will...

Case Study: lab touts specialized expertise when marketing to pharmas.(Outsourcing to Pharmaceutical companies)(Brief Article)
June 27, 2005... Objective: To grow overall business by broadening marketing focus to new types of customers, including diagnostics manufacturers and small-to-midsize pharmaceutical companies. Also, to capitalize on the growing trend of pharmaceutical...

Is there a doctor in the house? Physicians, medical institutions now more business-savvy in wake of managed care.(Health Care)(Column)
June 27, 2005... Byline: Roger Slavens Most industries still have far to go to rebound from the economic downturn of the past three years. That's not the case with the health care industry, which by most accounts is recession-proof and has been posting...

Focus messages on cost, time benefits.(Health Care)
June 27, 2005... Having worked for more than 20 years as a marketing executive and management consultant for biotechnology companies and hospitals, Sarah Wilcox brought significant expertise in the health care field when she joined marketing communications...

Lanier's adventure theme excites hospitals about cost savings.(Health Care)(Column)
June 27, 2005... Byline: Roger Slavens Though health care providers spend considerable amounts of money handling documents-everything from sensitive patient records to insurance claim forms-Lanier Worldwide discovered in a series of focus groups that...

Case Study: how lanier used humor to raise awareness of cost-effective document management.(Health Care)(Brief Article)
June 27, 2005... Objective: Lanier Worldwide needed to make the case with chief physicians and hospital administrators that its document management systems can help these customers with cost-saving initiatives. Strategy: A humorous direct mail and Web...

In this space, go for brokers.(Financial Services)
June 27, 2005... Byline: Roger Slavens To say that the financial planning industry is a highly fragmented, complex market that marketers struggle to get their arms around is a vast understatement. The largest industry association, the Financial Planners...

Independent advisers want key information.(Financial Services)(Financial Planning Magazine)(Interview)
June 27, 2005... Byline: Roger Slavens Marketing to financial planning companies can be a daunting and complex undertaking. BtoB asked Andy Sonnenberg, advertising director of Financial Planning Magazine, a former Thomson Media monthly now owned by...

Kanbay positions itself as thought leader in pursuit of financial gain.(Financial Services)(Kanbay International)
June 27, 2005... Byline: Roger Slavens Jean Cholka says that to succeed in marketing IT services and software to financial companies, you need to understand your clients' business as well as or better than they do. Cholka oversees all sales and...

Case Study: Kanbay intl. sells expertise.(Financial Services)(Brief Article)
June 27, 2005... Objective: Continue building momentum by leveraging two primary financial services clients-Morgan Stanley and Household International-and winning new third-party clients. Strategy: Promote domain expertise, specifically critical areas...

Financial companies give fewer vendors higher volume buys.(Financial Services)(Brief Article)(Interview)
June 27, 2005... Byline: Philip B. Clark BtoB: What should vendors consider when selling to financial companies? Rolander: Anyone who is trying to sell to the financial industry should want to know what its leaders are doing: moving toward deeper...

Accenture focuses on service, size in selling to Deutsche.(Financial Services)
June 27, 2005... Byline: PHILIP B. CLARK In 2001, fresh after plastering London's Heathrow Airport with ads announcing the launch of the Accenture brand, the consulting company's marketing executives began looking out over the English Channel-toward...

Case Study: how Accenture won Deutsche Bank's trust and business.(Financial Services)(Brief Article)
June 27, 2005... Objective: Following its massive $175 million rebranding campaign in 2001, Accenture pursued Deutsche Bank AG to win its procurement services and software business. Strategy: Over the course of three years, Accenture handled several...

Establish trust, show substance.(Accountants/Lawyers)
June 27, 2005... Byline: Roger Slavens What do accountants and lawyers have in common? It may sound like a joke, but the punch line is serious business: They're two of the most prized targets for marketers today. "Professional service...