BtoB articles from June 2008

BtoB archives from June 2008

Technology appeals to law firms as an equalizer; Ask the expert.(Legal)(JoAnna Forshee)(Interview)
June 23, 2008... Byline: Mary E. Morrison As CEO of Envision Agency, a marketing agency specializing in the legal industry, JoAnna Forshee advises legal technology and IT services companies on how to market to law firms. Below, Forshee offers her insight...

Adjusting for vertical opportunities.(Editor's Note)(Editorial)(Survey)
June 23, 2008... Byline: Ellis Booker Just a few years ago, otherwise intelligent businesspeople could be heard talking about how they were going to focus on the "small and midsize'' business market. At the time, everybody agreed "SMB'' was an important,...

Deconstruct image of construction pro; Ask the expert.(Construction)(Interview)(Interview)
June 23, 2008... Byline: Mary E. Morrison Julian Francis, VP-publishing director of Reed Business Information's Building & Construction Group, joined the company last year after a decade at building materials manufacturer USG Corp., where he had been...

Try hitting them where they live.(Small Business)(financial services companies and IT vendors trageted Small and medium sized companies)
June 23, 2008... Byline: KATE MADDOX As they seek to expand their market share and grow revenue, b-to-b marketers are increasing their focus on the small-and-midsize business segment. From financial services companies to technology giants, they are rolling...

Search engines produce leads.(Manufacturing)(manufacturing industries used different technology like web browsing, Internet marketing)
June 23, 2008... Byline: MARY E. MORRISON Not long ago, manufacturing companies relied on phone books and industry directories to find suppliers. Today, that process has in large part moved online, and companies looking to market to any segment of the...

Teaching about your products essential; Ask the expert.(Manufacturing)(Interview)(Interview)(Brief article)
June 23, 2008... Byline: Mary E. Morrison As founder and president of Telesian Technology, Shari Worthington has been providing marketing, Web development and e-business services to the technology and manufacturing verticals for more than 20 years. Below,...

Bosch Rexroth deploys advertorials to communicate value proposition.(Manufacturing)
June 23, 2008... Byline: MARY E. MORRISON Case study: How safety info got bosch rexroth noticed Objective: Bosch Rexroth Corp. needed to educate the market about its new "safe motion'' technology, which protects machine operators who need to make...

Traditional media still reach C-level.(C-Suite)
June 23, 2008... Byline: KATE MADDOX Marketers trying to reach C-level executives are using a mix of off- and online channels, recognizing that while online is becoming increasingly important for this target audience, traditional channels are still...

Business Objects reaches C-suite with focused content, online tools.(C-Suite)
June 23, 2008... Byline: Kate Maddox Case study: How Business objects reaches top execs Objective: Create thought leadership content and communities around C-level executives, including CFOs, CIOs, CMOs and other CXO titles. Strategy: Business...

Common tactics reach diverse IT.(IT)
June 23, 2008... Byline: MARY E. MORRISON The IT vertical encompasses multiple subcategories-networking, security, storage, application development and wireless, to name a few-but companies successfully marketing to the professionals in this space have...

Novell boosts its position in IT field.(IT)
June 23, 2008... Byline: MARY E. MORRISON Case study: How Novell launched its suse linux platform Objective: Enterprise software and services provider Novell wanted to launch its SUSE Linux platform and establish itself as a serious contender in the...

Cole Valley gets message out to lawyers.(Legal)(Cole Valley Software)
June 23, 2008... 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...

Lenovo aims to raise profile in SMB market.(Small Business)(small-and-midsize business)
June 23, 2008... Byline: Kate Maddox In July, Beijing-based computer maker Lenovo introduced a rebranding campaign in the U.S. The effort was designed to raise awareness of Lenovo following its acquisition of IBM Corp.'s personal computer division in 2005....

Update.(Legal)(Brief article)
June 23, 2008... Byline: Mary E. Morrison Law firms' business development budgets increased last year by more than 20%, while marketing budgets grew at a slightly slower pace, according to ALM Research's "2008 Law Firm Business Development Practices...

Update.(Hospitality)(Survey)(Brief article)
June 23, 2008... Byline: Mary E. Morrison Hotels are getting serious about implementing green initiatives, according to the American Hotel & Lodging Association's Green Assessment Survey, released in May. According to the results, which were based on 217...

Update.(IT)
June 23, 2008... Byline: Mary E. Morrison The global workforce increasingly expects employers to provide "everywhere, all the time'' connectivity, forcing enterprises to re-examine their IT investments and business technology strategies, according to a May...

Menus That Talk uses show to be heard.(Foodservice)
June 23, 2008... Byline: Mary E. Morrison Menus That Talk, a Taylannas Inc. company, is a provider of handheld, audio-enabled menus. The devices, which are the size of a DVD case, "speak" a menu in the language a users selects and are also labeled in...

Xerox targets SMB market globally; Ask the expert.(Small Business)
June 23, 2008... Byline: Mary E. Morrison Xerox Corp. has made a big push over the last year to expand its marketing efforts into the small-business segment, which it pegs as a huge global marketing opportunity. Ed Gala, VP-corporate marketing service...

Update.(Insurance)(Insurance Information Institute's report)(Report)(Brief article)
June 23, 2008... Byline: Mary E. Morrison According to the Insurance Information Institute's May report, "2008 Liability Trends: Emergent Liabilities: Catastrophe Hidden in the Everyday Risk,'' risk has unexpectedly snowballed in three areas: 1)...

Focus marketing toward verticals still experiencing growth; Ask the expert.(News)(Interview)
June 23, 2008... BtoB: How are your clients approaching vertical market segmentation? Steenstra: For years, companies have driven their market messaging by touting product attributes and benefits. We're seeing more clients shift from traditional thinking...

Vertical value; Marketers facing a slow economy are narrowing their focus, adjusting their organizations and using online tools to target customers and improve efficiencies.(News)
June 23, 2008... Byline: Kate Maddox With the economy in a downturn, b-to-b marketers are approaching vertical marketing with an eye toward improving efficiencies, both organizationally and tactically. On the organizational front, marketers are looking...

Update.(Construction)(Building inspection impact on green home building)(Brief article)
June 23, 2008... Byline: Mary E. Morrison McGraw-Hill Construction, part of McGraw-Hill Cos., in May presented research investigating "green'' home building, focusing on changes in green building activity between 2001 and 2007, the impact of the down...

Economic needs drive auto execs.(Automotive)
June 23, 2008... Byline: MARY E. MORRISON A struggling economy, the ongoing credit crisis and the soaring cost of fuel have made 2008 a difficult year for the auto industry, and suppliers selling to original equipment manufacturers have to be savvier than...

Researching consumer desires fuels OEM success; Ask the expert.(Automotive)(Interview)
June 23, 2008... Byline: Mary E. Morrison Craig Fitzgerald, partner at Plante & Moran, a certified public accounting and business advisory firm, has spent the past 25 years providing strategy services to the company's automotive supplier clients. Before...

Faurecia showcases vehicle modules at LA show.(Automotive)
June 23, 2008... Byline: MARY E. MORRISON Case study: How supplier Faurecia used a concept car at the La auto show to generate buzz Objective: Automotive supplier Faurecia, based in Nanterre, France, wanted to generate buzz about its innovations and...

Fulfill specific agency needs.(Government)(Survey)
June 23, 2008... Byline: MARY E. MORRISON The economy may be slowing, but government spending activity is expected to increase this year, and marketers that target the right message to the right audience stand to win business from federal, state and local...

Update.(Foodservice)(Financial report on foodservice industry's sales)(Financial report)(Brief article)
June 23, 2008... Byline: Mary E. Morrison In May, foodservice consultant Technomic revised its 2008 U.S. foodservice industry nominal growth forecast downward to 2.2% from 3.6%, citing economic indicators that have worsened since the company's last...

Update.(Manufacturing)(Survey on United States economic conditions)(Brief article)
June 23, 2008... Byline: Mary E. Morrison Optimism in the domestic economy dropped significantly among U.S.-based industrial manufacturers in the first quarter, according to PricewaterhouseCoopers' Manufacturing Barometer, a quarterly survey based on...

Update.(C-Suite)(Online survey on business executives)(Survey)(Brief article)
June 23, 2008... Byline: Kate Maddox A study released in May by research firm Ipsos MediaCT explored C-level executives' use of and attitudes about different media as well as the top media they turn to for help with business decisions. "The Business...

Keeping message about simple solutions gets through to IT pros; Ask the expert.(IT)(Interview)
June 23, 2008... Byline: Mary E. Morrison As VP-strategic marketing and business development of United Business Media's Everything Channel Group, Kate Spellman knows how to reach IT decision-makers. Prior to her current role at UBM, she was the publisher...

Election year may mean slowdown; Ask the expert.(Government)(Interview)(Richard Colven, vice president of Input)(Interview)
June 23, 2008... Byline: Mary E. Morrison As VP-industry analysis at INPUT, a provider of market intelligence and consulting services for companies selling to the government, Richard Colven oversees the development, management and distribution of...

Make message easy to swallow.(Pharmaceutical)(Market condition of pharmaceutical industry)(Report)
June 23, 2008... Byline: MARY E. MORRISON Overall sales growth in the U.S. prescription market moderated to 3.8% last year from 8% in 2006, according to IMS Health, a provider of market intelligence to the pharmaceutical and health care industries. The...

Marketing mix dictated by complex science; Ask the expert.(Pharmaceutical)
June 23, 2008... Byline: Mary E. Morrison With 30 years' experience in the pharmaceutical industry, David Hoo has served in marketing posts at companies such as Johnson & Johnson, Nielsen Co. and Schering-Plough Corp. Today, as VP-marketing for Advanstar...

Webinar, thought leadership help JustSystems reach pharma execs.(Pharmaceutical)
June 23, 2008... Byline: MARY E. MORRISON Case study: How JustSystems shared its research to target life sciences Objective: JustSystems wanted to introduce its information management solutions to the life sciences market. Strategy: To build...

Update.(Small Business)(Survey of Small and medium sized companies marketing spending)(Survey)(Brief article)
June 23, 2008... Byline: Kate Maddox Warrillow & Co., an advisory services company for enterprises marketing to small and midsize businesses, last fall conducted a study on how large companies will market to the SMB segment this year. The "Outlook...

Room available for lean, green ad messages.(Hospitality)(Green marketing of Hotels and motels)
June 23, 2008... Byline: MARY E. MORRISON It's a good time to be in the hotel business and, by extension, a good time for companies selling their products and services to hotels-if they can get their marketing messages in front of the right people. Those...

Palace Resorts puts meeting planners in the director's chair.(Hospitality)(Palace Resorts, a company that operates resorts in Mexico and the Caribbean)
June 23, 2008... Byline: MARY E. MORRISON Case study: How palace resorts used video to generate excitement in meeting planning industry Objective: Palace Resorts, a company that operates all-inclusive resorts in Mexico and the Caribbean, wanted to...

Address hotel exec reservations with client testimonials; Ask the expert.(Hospitality)(Interview )(Interview)
June 23, 2008... Byline: Mary E. Morrison Joe Rook, VP-sales at iBahn, a provider of broadband services to hotels and conference venues, has a broad perspective on what it takes to sell to hotel executives successfully. With more than 30 years' experience...

Make your case within segments.(Legal)(U.S. Dept. of Commerce Economic Census report on lawyers and law firms revenues and marketing )(Report)
June 23, 2008... 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...

Relationships pay dividends.(Financial Services)(Influence of financial crises on financial service industry)
June 23, 2008... Byline: MARY E. MORRISON Marketing to the financial services industry is a different ballgame than it was a year ago, before the subprime mortgage crisis sent shockwaves down Wall Street and Main Street, and the country's economic health...

Deliver easily recognized value with e-products; Ask the expert.(Financial Services)(Interview of director of product management for Dow Jones & Co.)(Interview)
June 23, 2008... Byline: Mary E. Morrison As director of product management for Dow Jones & Co.'s Financial Information Services division, Robert Dunn develops and manages business information products for professionals in the private equity, investment...

Facts, not fluff, spark interest.(Electronics Engineering)
June 23, 2008... Byline: MARY E. MORRISON It takes savvy marketing to break through to electronics engineers, a group that wants straightforward information and facts, not overblown marketing fluff. "They're introverted, they're very technical, they...

Understanding electronics trends helps marketers connect; Ask the expert.(Electronics Engineering)(Interview)(Interview)
June 23, 2008... As CEO of TechInsights, Paul Miller is responsible for the print publications, Web sites and events of brands including EE Times, Embedded Systems Design and Techonline.com. He also has led the group's global expansion into research, analysis...

Intel connects with engineers by sharing employees' innovation.(Electronics Engineering)
June 23, 2008... Byline: Mary E. Morrison Case study: HOW INTEL GOT THROUGH TO BUSY TELECOM ENGINEERS Objective: Intel Corp.'s Embedded and Communications Group wanted to improve awareness of its specific telecommunications solutions and expertise. ...

Cater to their 'pain points'.(Foodservice)(National Restaurant Association's report on restaurant industry's sales and employ )(Report)
June 23, 2008... Byline: MARY E. MORRISON In 2008, the restaurant industry will have an estimated $557 billion in sales and employ 13.1 million people-or 9.1% of the U.S. workforce-in 945,000 locations, according to the National Restaurant Association....

Foodservice operators seek labor-saving help; Ask the expert.(Foodservice)
June 23, 2008... Byline: Mary E. Morrison Prior to joining the National Restaurant Association, where he is VP-sales and marketing for the convention division, Greg Kirrish spent much of his career as a foodservice marketer at companies including Kraft...

Risk giving topical advice.(Insurance)(size of a Property and casualty insurance industry)
June 23, 2008... Byline: MARY E. MORRISON The insurance market is considered soft currently, meaning that in many sectors, prices have dropped and companies selling business insurance must compete more aggressively to retain existing customers and acquire...

Brand awareness makes claim on insurance execs; Ask the expert.(Insurance)(Interview of senior partner, global client service director at ad agency Ogilvy & Mather)(Interview)
June 23, 2008... Byline: MARY E. MORRISON As senior partner, global client service director at ad agency Ogilvy & Mather, New York-whose client roster includes insurance industry giant Marsh Inc.-Seth Farbman has learned what works and what doesn't in...

Marsh uses direct to insure vertical research gets into right hands.(Insurance)(Marsh & McLennan Companies Inc. usage Direct mail advertising)
June 23, 2008... Byline: MARY E. MORRISON Case study: How Marsh markets thought leadership IN RISK MANAGEMENT Objective: Insurance broker Marsh Inc. wanted to engage customers and prospects in a conversation about their risk situation and reinforce its...

Help builders meet specs.(Construction)(Report on housing market)(Report)
June 23, 2008... Byline: MARY E. MORRISON The new-home construction market continues to decline, but that's only one piece of the huge construction vertical. According to McGraw-Hill Construction, a division of McGraw-Hill Cos., through the first nine...

Update.(Electronics Engineering)(Global Venture Capital Survey)(Survey)(Brief article)
June 23, 2008... Byline: MARY E. MORRISON The U.S. may be the global leader in technology development and innovation, but other countries are rapidly gaining ground, according to a March survey by Deloitte and the National Venture Capital Association,...