BtoB articles from March 2009

BtoB archives from March 2009

'Open source' vendors push advantage; IT buyers seeking cost- savings on software ripe for marketing messages.(News)
March 9, 2009... Byline: RICH KARPINSKI Ready to get jealous? How would you like to work in an industry that benefits from economic downturns and for companies that see revenue, customer acquisition and budgets grow during these toughest of times? ...

Measurement amid a downturn.(NetMarketing)(Interview)
March 9, 2009... Byline: R.K. Jim Sterne is an analyst at Targeting.com and chairman of the Web Analytics Association. BtoB recently asked Sterne about the impact of the current economy on Web analytics and the hot trends in marketing measurement. ...

In Direct.(Direct & Database)
March 9, 2009... Direct mail spending continues to fall The recession, rising postage rates and marketing trends have combined to severely affect direct mail spending in the U.S. Last year, total direct mail spending declined 3%, according to a new white...

Bank bailout a game changer; Financial crisis creates hardship, opportunity for b-to-b marketers.(Vertical Insight: Financial Services)
March 9, 2009... Byline: CHARLOTTE WOOLARD Pop-star performances and parties surrounding the Northern Trust Open may have seemed like business as usual to an industry accustomed to relationship marketing. But now that the public spotlight has been turned...

Automation key to b-to-b marketing, sales success; New tools focus on external data, prospect development, knowledge management and sales enablement.(Tools & Metrics)
March 9, 2009... Byline: RICH KARPINSKI After years of bucking the rigid requirements of sales force automation platforms that helped managers track them but often didn't help them make sales, a new generation of sales enablement tools is being embraced by...

New PR reality: Link over ink.(Opinion)
March 9, 2009... Byline: Paul Gillin For years, media relations professionals have struggled with the question of whether coverage in prominent print publications is worth more than online mentions. Clients and executives mumble "That's nice'' about a Web...

Mendenhall's take on transforming HP; Michael Mendenhall: CMO, Hewlett-Packard Co.(Q&A)(Hewlett-Packard Co.)(Interview)
March 9, 2009... Byline: KATE MADDOX Since being named senior VP-CMO, Michael Mendenhall has led Hewlett-Packard Co.'s marketing efforts as it transformed itself from a hardware and software company into an end-to-end IT services company. In the...

Analyzing analytics 2.0; New systems offer better integration and perks, such as real-time measurement, but they still need human interpretation.(NetMarketing)
March 9, 2009... Byline: RICH KARPINSKI Imagine sitting at your desk with your company Web site up on the screen. What would you like to know at that moment? How about a scrolling list of companies visiting your site at that second, with the ability to...

`BtoB' announces virtual lead-gen conference.(News)
March 9, 2009... On May 19, BtoB will produce "Leading Edge: Demand Generation in the Digital Age,'' a daylong virtual conference on lead-management technologies and tactics for b-to-b marketers. The free online event, powered by ON24, will feature keynote...

Economy drives interest in more complex virtual events.(B to B Special Report: Event Marketing)(Conference news)
March 9, 2009... Byline: CHARLOTTE WOOLARD Novell markets by the numbers. So last fall, when registration for the software company's annual BrainShare conference lagged expectations, the company conducted a poll of past participants. "Their interest in...

Beyond the Biz: Selecting sources, sowing seeds and stocking shelves.(News)
March 9, 2009... Mom can't help you here. The hunt for jobs in today's recessionary climate has proven arduous, if not dire, for millions, and less than stellar references won't aid the situation. The Creative Group, a specialized staffing service, surveyed 250...

ABM revises seminar format, explores attendee generation.(B to B Special Report: Event Marketing)(American Business Media )(Conference news)
March 9, 2009... Byline: CHRISTOPHER HOSFORD A newly revamped approach by American Business Media in presenting its marketing seminars was introduced last Thursday with its Events Summit in New York, a half-day session presenting panels of marketers...

Curian Capital delivers a differentiator to advisers.(Vertical Insight: Financial Services)(Occupation overview)
March 9, 2009... Byline: CHARLOTTE WOOLARD Peter Muckley , VP-marketing, is the first to admit his company, 6-year-old Curian Capital does not yet boast a household name, even among some of the professional money managers who are the initial targets of its...

Is there anything e-mail can't do? Marketing technique doubles as affordable campaign management, CRM for small businesses.(Direct & Database)
March 9, 2009... Byline: CHRISTOPHER HOSFORD Customer relationship management (CRM) solutions are traditionally thought of as sales-lead tools used by the sales team in the field. E-mail, by contrast, is usually considered a direct-marketing channel, with...

Agenda.(Calendar/Datebook)(Brief article)(Calendar)
March 9, 2009... March 11 BtoB's NetMarketing Breakfast-New York BtoB Grand Hyatt New York www.btobonline.com/breakfasts March 17-18 OMMA Global Hollywood MediaPost Renaissance Hollywood (Calif.) Hotel ...

Slump hits trade books; A look at the top titles shows print products face challenges.(Business Media)(Report)(Statistical data)
March 9, 2009... Byline: SEAN CALLAHAN At first glance, the numbers for the top 100 trade publications in 2008 look pretty impressive. PC World topped the list, posting the most print ad revenue last year ($64.3 million), according to figures compiled...

Emerson sees recession as 'opportune time'.(News)
March 9, 2009... Byline: KATE MADDOX Emerson Electric Co., an engineering company with more than 60 business divisions, last week introduced a global ad campaign designed to show how it is providing innovative solutions in heating, power and energy...

What does the stimulus package mean for b-to-b? Marketers weigh in on how they expect the new law to affect their business.(News)(Law overview)
March 9, 2009... Byline: KATE MADDOX The American Recovery and Reinvestment Act of 2009, which President Barack Obama signed into law last month, is designed to revive the slumping economy with $787 billion in government spending programs and tax cuts. ...

What does future hold for print?(News)(Discussion)
March 9, 2009... Byline: SEAN CALLAHAN VARBusiness. Computer Shopper. PC Magazine. CIO Decisions. That's a partial list of business technology brands that have recently abandoned print. Tech publishers, which led the way online with visionary Web...

Quick Hits.(Briefs)(Veronis Suhler Stevenson)(Survey)
March 9, 2009... VSS revises spending projections downward Veronis Suhler Stevenson, a private equity firm focused on the information, education and media industries, announced last month that economic conditions had prompted the unprecedented issue of a...

Hybrid event brings groups together live and on Web.(B to B Special Report: Event Marketing)
March 9, 2009... Byline: ERIN BIBA Lightolier, a 150-year-old lighting manufacturer, wanted to introduce a new product on the East and West coasts simultaneously. The event would bring together more than 1,000 customers and business partners, along with...

Seek multiple touch points.(Vertical Insight: Financial Services)(Financial Times Ltd.)(Interview)(Brief article)
March 9, 2009... Byline: C.W. Elissa Tomasetti VP-marketing, Financial Times Elissa Tomasetti stands at the head of marketing for the Financial Times. The international business newspaper launched its own "Beat the Downturn'' advertising campaign,...

New Campaigns.(Advertising)
March 9, 2009... NYSE Euronext "The Exchanging World'' Agency: Euro RSCG, New York Target audience: Investors and corporate leaders Campaign objective: Highlight the organization's leadership role in global finance Media: Print (Financial Times, The...

A point in the right direction.(Chasers)
March 9, 2009... Back in the day, the primary mission of print advertising was to warm the doorknob for the company's sales reps. That's still an important role, as is brand building. But in these digital times, a good b-to-b ad needs to drive readers to the...

Correction.(Corrections)(Correction notice)
March 9, 2009... In "Show audits low priority'' (Feb. 9, page 14), BPA President-CEO Glenn Hansen's name was misspelled.