BtoB articles from June 2009

BtoB archives from June 2009

Survey signals turnaround.(Editorial)(Survey)
June 8, 2009... Our exclusive "2009 Marketers' Outlook'' survey (page 1) contains a good deal of good news. [paragraph] Of the nearly 500 b-to-b marketers who responded to the online survey between May 14 and June 2, more than a quarter (26.1%) said their...

Prepare for the social Web.
June 8, 2009... Byline: Paul Gillin Are you ready for your business Web site to become a forum for a global conversation about youa place where your fans sing your praises and critics trash your shortcomings? Like it or not, that's where the Web is...

Uphill battle for auto suppliers.(Interview)
June 8, 2009... As practice lead for automotive and heavy duty at Kotler Marketing Group, Steve Rose has spent the past five years working with clientsincluding Arcelor Mittal, BASF, Goodyear Dunlop, Kostal, Mulimatic, PPG, Siemens, Tower Automotive and...

SiriusDecisions Summit focuses on integration; Event showcases best-of-breed strategies, structural shifts within organizations.(Conference news)
June 8, 2009... Byline: KATE MADDOX Senior marketing leaders at b-to-b companies shared strategies for aligning sales and marketing during tough economic times at the SiriusDecisions Summit last month in Scottsdale, Ariz. Going against the downward...

More with less; Database marketing looks inward with analytics, segmentation and an eye firmly on sales results.
June 8, 2009... Byline: Christopher Hosford Like virtually everything in the business world, database marketing seems to have undergone profound changes as economic pressures mount. To marketers, lists are still important but the uses to which they are put...

IAB sets social media guidelines; Recommendations seen as essential to making medium `safe and scalable'.(Interactive Advertising Bureau )
June 8, 2009... Byline: KATE MADDOX The Interactive Advertising Bureau last month released guidelines for social media ad metrics and best practices. The documents, available at www.iab.net, set standard definitions, common metrics and industry best...

Correction.
June 8, 2009... In "Mass audience gives advertisers opportunity for big marketing gains'' (BtoB's Media Power 50, May 4, page 21), the name of FedEx's NFL-related ad campaign was incorrectly stated. It is called "Air & Ground.''

New BMA chair wants more CMOs.(Business Marketing Association)(Chief Marketing Officer )(Interview)
June 8, 2009... Byline: KATE MADDOX Gary Slack will take the reins as chairman of the Business Marketing Association at the group's annual conference this week in Chicago. Slack, chairman-chief experience officer of Slack Barshinger, Chicago, has just...

Tap into social communities; 5 tips for marketers seeking to connect with prospective customers online.(TopCoder competition)
June 8, 2009... Byline: PAUL GILLIN Even in today's weak economy, good programmers are hard to find. So to find top talent, TopCoder, a developer of custom software for enterprise customers, runs an ongoing series of competitions through its online...

Print Alexander & Baldwin.(Brief article)
June 8, 2009... Company: Alexander & Baldwin, Honolulu Agency: N/A Market: Logistics Quick chase: Alexander & Baldwin has got itself a sleek logistics plant in Savannah, Ga. And why should we care? The copy is nothing more than a paean to the advertiser's...

Online Microsoft Corp.(Brief article)
June 8, 2009... Company: Microsoft Corp., Redmond, Wash. Agency: JWT, New York Market: IT Quick chase: This is no ordinary talking banner. Featuring a cartoonlike image of Bob McKnight, president-CEO of Quiksilver, Microsoft's ad stops visitors with its...

GOAT OR GLOAT.(Detroit Metro Convention & Visitors)(Brief article)
June 8, 2009... Advertiser: Detroit Metro Convention & Visitors Bureau Agency: Berline Group, Bloomfield Hills, Mich. Market: Convention and meeting planners Quick chase: Copy makes a strong case for holding your next meeting in Detroit: new deluxe hotel...

medianotes.(Newspaper publishing)(Brief article)
June 8, 2009... Newspaper ad revenue continues to slide Newspaper print advertising revenue totaled $5.9 billion in the first quarter, down 29.70% from the year-earlier period, according to the Newspaper Association of America. The declines were led by...

Decline in ad pages accelerates; Latest Business Information Network figures reflect economic downturn, shift to online.
June 8, 2009... Byline: SEAN CALLAHAN B-to-B print advertising pages plunged 29.70% in the first quarter, compared with the year-earlier period, according to the latest Business Information Network figures released by American Business Media. The pace...

Database dependence goes up in down economy.(Forrester Research Inc.)(Interview)
June 8, 2009... To take the pulse of the industry, BtoB Senior Reporter Christopher Hosford contacted analysts and consultants to solicit their views on database marketing trends, the pressures database marketing is under because of the down economy and best...

Agenda.(Conference news)(Brief article)
June 8, 2009... June 1012 UNLearn: BMA 2009 Annual Conference Business Marketing Association Drake Hotel, Chicago www.marketing.org June 1618 DM Days Direct Marketing Association Jacob K. Javits Center, New York ...

Survey: Events falter in rocky economy.(Survey)
June 8, 2009... Byline: ERIN BIBA Event View 2009 finds marketers are losing confidence in, spending less on event marketing Results from the recently released Event View 2009, an annual telephone survey of 942 international sales and marketing...

Budgets looking up heading into 2010.(Survey)
June 8, 2009... Byline: KATE MADDOX While b-to-b marketers have slashed budgets this year in response to the economic downturn, about half say their budgets will be up in 2010, with an upswing beginning in the second half of this year, according to a...

How to be a better manager, farmer and driver.
June 8, 2009... Byline: Tanya Meyer Always blamed your boss for your work woes? Well this time, you might actually be justified in doing so. In his novel, "The Boss'' (Greenleaf Book Group Press, 2009), Australian author Andrew O'Keeffe shows there's a...

Getting in on the bailout.(government marketing)
June 22, 2009... Byline: CHARLOTTE WOOLARD Nothing defeats the myth that it is boring to market to government like a year in which $787 billion in stimulus spending is slated to augment a $3.53 trillion federal budget and help pull the nation from economic...

New federal funds stimulate competition; Ray Bjorklund, senior VP-chief knowledge officer, FedSources.(Washington Management Group Company)
June 22, 2009... Businesses historically look to the government marketplace when the economy weakens, and $787 billion in planned federal stimulus spending only sweetens the venue, said Ray Bjorklund, senior VP-chief knowledge officer at market research company...

Seeking reassurance.(business insurance buyers)
June 22, 2009... Byline: MARY E. MORRISON Like most other industries, the insurance vertical has taken a hit from the economic recession, with the struggles of high-profile players such as AIG serving as a sign of the times. Still, companies targeting...

Integrated campaign helps Cigna reposition brand.(CIGNA Healthcare Group Inc.)
June 22, 2009... Byline: MARY E. MORRISON During the past two years, Philadelphia-based Cigna has been repositioning itself as a health service company, rather than a traditional insurer. To communicate that new brand platform to its audience of human...

Stable credit leads to steady demand from insurers; Robert Hartwig, president, Isurance Information Institute.
June 22, 2009... Robert Hartwig joined the Insurance Information Institute, an organization that compiles facts and statistics about the property/ casualty insurance industry, in 1998, and served in various roles before being named president. Before joining, he...

Update.(survey of agricultural growth)(United States. National Agricultural Statistics Service)(Brief article)
June 22, 2009... The demographics of farm operators are changing, according to the U.S. Department of Agriculture's National Agricultural Statistics Service (NASS), which in February released the results of the 2007 Census of Agriculture. The number of...

Update.(information technology services)(Brief article)
June 22, 2009... The financial crisis is causing more delays rather than outright cancellations in client computing projects, according to the results of a Gartner Inc. survey published in May. Only 12% of respondents indicated they have outright canceled a...

Update.(PricewaterhouseCoopers L.L.P. (New York, New York))(Brief article)
June 22, 2009... Optimism about the economy is slowly rebounding among U.S. industrial manufacturers, according to the first quarter edition of PricewaterhouseCoopers' "Manufacturing Barometer,'' a quarterly survey of 62 senior executives at large U.S....

Construction update.(American Recovery and Reinvestment Act of 2009)(Brief article)
June 22, 2009... New construction starts for 2009 are estimated at $463.1 billion, according to McGraw-Hill Construction's "2009 Construction Outlook Spring Update,'' released in April. Though the figure represents a 15% drop from last year, the decline was...

Update.(property and casualty insurers )(Brief article)
June 22, 2009... U.S. property and casualty insurers have taken a significant hit in the current recession but remain well-capitalized and are able to continue paying claims and selling and renewing policies, according to the Insurance Information Institute....

Update.(Index numbers (Economics))(Restaurateurs)(Brief article)
June 22, 2009... Restaurant operators are growing more optimistic about the economy, according to the National Restaurant Association's "Restaurant Performance Index'' for April. Though sales and traffic levels remain soft, 37% of operators said they expect...

Link up with influential IT.(marketing to information technology executives)
June 22, 2009... Byline: MARY E. MORRISON Businesses selling their products or services to information technology executives face a potentially lucrativebut very complexmarket. As IT's influence on all aspects of business expands, opportunities for vendors...

Speak to all involved in purchasing process; Marilou Barsam, senior VP-client consulting and corporate marketing, TechTarget Inc.
June 22, 2009... As senior VP-client consulting and corporate marketing for IT media company TechTarget Inc., Marilou Barsam works closely with marketers to determine the best campaign strategy and media options for reaching various IT audiences. BtoB recently...

SonicWALL raises profile with integrated marketing campaign.
June 22, 2009... Byline: MARY E. MORRISON SonicWALL Inc. is a provider of network security, secure remote access, Web and e-mail security, backup and recovery, and policy and management solutions. In January 2006, the company acquired e-mail security...

Industrial buyers shopping online.
June 22, 2009... Byline: MARY E. MORRISON Companies selling their products or services to manufacturing professionals face the challenges that marketers in any industry do: determining who, exactly, the audience is and how best to reach them. These hurdles...

Gates Corp. uses online show to capture leads virtually.(Conference news)
June 22, 2009... Byline: MARY E. MORRISON Denver-based Gates Corp. is a manufacturer of automotive and industrial products that targets original equipment manufacturer (OEM) designers. The company's power transmission division was looking to generate leads...

Take time to reach the right person; Stacy Whisel, VP Strategic media programs, Godfrey.
June 22, 2009... As VP-strategic media programs at Godfrey, a Lancaster, Pa.-based b-to-b marketing communications agency, Stacy Whisel works with several clients in the manufacturing market. BtoB recently spoke with Whisel about trends and best practices for...

Offer assistance, understanding.(reaching small businesses in tough economic times)
June 22, 2009... Byline: KATE MADDOX To address the needs of small businesses concerned about the economy, b-to-b marketers are using a mix of programs-from cost-saving offers to online resources-that help explain what the downturn means to this sector....

Narrow ad focus increases yield.(marketing to the agricultural industry)
June 22, 2009... Byline: MARY E. MORRISON The challenges and opportunities facing the agriculture industry today are significant and, in many ways, unprecedented: Farmers and ranchers throughout the U.S. stand to gain from the surge in worldwide demand for...

Update.(law firms)(Brief article)
June 22, 2009... Smaller, regional law firms fared better last year than their larger counterparts, according to the 2009 Am Law 100/200 reports, published in May by Incisive Media's The American Lawyer. The annual reports, which rank law firms according to...

How to best reach pharma executives; Christiane Truelove, editor in chief, 'Med Ad News' and 'R&D Directions'.(Interview)(Brief article)
June 22, 2009... Christiane Truelove is editor in chief of Med Ad News and R&D Directions, two Canon Communications publications that cover the pharmaceutical industry with a focus on product marketing and clinical research. She is also the blogger behind the...

The leaner drug company.
June 22, 2009... Byline: CHARLOTTE WOOLARD Pharmaceutical executives are trimming the excess. The industry once known for the sheer size of its sales force is downsizing its face-to-face presence, a medium that information provider IMS Health reported made...

Uphill battle for auto suppliers; Steve Rose Practice lead, automotive & heavy duty, Kotler Marketing Group.
June 22, 2009... As practice lead for automotive and heavy duty at Kotler Marketing Group, Steve Rose has spent the past five years working with clientsincluding Arcelor Mittal, BASF, Goodyear Dunlop, Kostal, Mulimatic, PPG, Siemens, Tower Automotive and...

Reach industry in distress.(automotive dealers)
June 22, 2009... Byline: MARY E. MORRISON The state of the U.S. auto industry is bleak with, two of the Big 3 automakers filing for bankruptcy protection despite having received billions in federal bailout money. General Motors Corp.'s Chapter 11 filing...

Fallbrook uses PR, event marketing to gain visibility.(Fallbrook Technologies)(public relations)(Quell Group)
June 22, 2009... Byline: MARY E. MORRISON Fallbrook Technologies is a San Diego-based start-up that has developed a continuously variable transmission technology with applications for bicycles, light electric vehicles, tractors, automobiles, trucks and...

C-suite seeking relevant content.
June 22, 2009... Byline: KATE MADDOX To connect with hard-to-reach C-level executives, marketers are using a variety of media programs, from broad-based print campaigns to thought leadership events. And while the media mix may vary, marketers agree that to...

Measure up engineers.
June 22, 2009... Byline: CHARLOTTE WOOLARD The headlines say it all: Chip and semiconductor sales fall; bellwether companies like TI and IBM announce layoffs; reported losses mount. But there is some good news: Engineers have more time to research products...

Bank bailout a game changer.
June 22, 2009... Byline: CHARLOTTE WOOLARD The parties and pop-star performances that surrounded the Northern Trust Open may have seemed like business as usual in an industry accustomed to relationship marketing, but not under the public spotlight that has...

Online adaptations: ROI, registration; Jenn Markey,.(Interview)
June 22, 2009... Jenn Markey is CMO of TechInsights, a United Business Media company with a stake in the electronics industry that includes not only such media brands as EE Times but also marketing and professional services. She recently shared her online...

Seek multiple touch points for ads; Elissa Tomasetti, VP-marketing, `Financial Times'.(Interview)(Brief article)
June 22, 2009... Elissa Tomasetti stands at the head of marketing for the Financial Times. The international business newspaper launched its own "Beat the Downturn'' advertising campaign, which provides white papers, case studies and other resources to help...

Update.(social media)(advertising expenditures)(Survey)(Brief article)
June 22, 2009... A study by Sage North America and AMI-Partners found that small businesses are embracing social media as an important part of their business strategy, driven in part by the state of the economy. The study was based on an online survey of...

Restaurants face slowdown.
June 22, 2009... Byline: MARY E. MORRISON The restaurant industry represents an important part of the U.S. economy, employing 9% of the U.S. work force in 945,000 restaurants and foodservice outlets nationwide, and accounting for 4% of the U.S. gross...

"Green' investment shows immediate ROI; Annika Stensson, director of media relations, Natrional Restaurant Association.(Interview)
June 22, 2009... The National Restaurant Association has more than 60,000 members, for whom it provides education programs, networking opportunities, research and solutions to help generate revenue. As the organizer of a huge annual trade show, the association...

Update.(Survey)(Brief article)
June 22, 2009... `Decision Dynamics 2008,'' a joint study by the Financial Times and Doremus, examined media usage and preferences of top global business executives. The study was conducted online among 338 senior executives at global corporations during...

Build message for tough market.(construction industry)(online marketing)
June 22, 2009... Byline: MARY E. MORRISON It's tough times in the construction industry, and companies trying to market their products and services to construction professionals are turning to more efficient and targeted tactics in an effort to remain...

Construction pros consider new media; Donna Ricciardi,.(Interview)(Brief article)
June 22, 2009... As management supervisor at marketing agency Eric Mower & Associates, Donna Ricciardi focuses on clients in the building and construction markets. BtoB spoke to her about best practices for marketing to construction professionals. BtoB:...

Find power in firm structure.
June 22, 2009... Byline: MARY E. MORRISON The 1.1 million practicing lawyers in the U.S. represent a lucrative market for providers of legal products and servicesif those vendors can target the right person with the right message. "Most people who sell...

Court lawyers by offering evidence; Sarina Butler, associate executive director-communications group, American Bar Association.(Interview)
June 22, 2009... 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 year for lawyers. She recently...

CT's "Heroes' campaign smashes through clutter.
June 22, 2009... Byline: MARY E. MORRISON CT, a division of Wolters Kluwer Corporate Legal Services, provides software and services to legal professionals in areas including litigation, case management, trademark, e-billing, and compliance and governance....

Look for new vertical opportunities; Tom Haas, CMO, Siemens.(Interview)(Brief article)
June 22, 2009... BtoB: Has the economy impacted your vertical marketing strategy this year? Haas: Yes, it has. We're in a business with long lead timesmostly infrastructure projectsso we don't see an immediate impact; but there has been some trailing off....

Economy forces marketers to refocus vertical strategies.
June 22, 2009... Byline: Kate Maddox The economic downturn is causing marketers to streamline their vertical marketing strategies, focusing on those segments that are growing despite the recession and being more efficient in marketing to all vertical...

InterAct keeps conversation going online.
June 22, 2009... Byline: CHARLOTTE WOOLARD MARKETING TO government agencies traditionally has not been an activity for companies seeking quick returns something that Jennifer Filipowski, exec VP-marketing at Inter- Act Public Safety Systems, is quick to...