BtoB articles from May 2003

BtoB archives from May 2003

Closing deals means convincing many; Selling enterprise products requires a team to reach multiple influencers.(News)(sales techniques)
May 5, 2003... Byline: KELLY SHERMACH Whether it's a well-known brand or a small start-up, a b-to-b company often needs to make multiple pitches to several individuals in different departments in order to close a single sale. Managing this process...

BtoB Q&A: Combining the power of brand, response; AlloyRed's Rosen says few firms do it right.(interview of Richard Rosen, president and CEO of advertising agency)(Interview)
May 5, 2003... Byline: CAROL KROL Richard Rosen, president-CEO of ad agency AlloyRed in Portland, Ore., received the Direct Marketing Association's first-ever B-to-B Marketer of the Year Award at the Direct Marketing to Business conference in Orlando,...

Media Power 50: List.(Media Power 50)(top advertising media for business-to-business marketers)
May 5, 2003... Newspapers Financial Times Phone: 212-641-6550 URL: www.ft.com Circulation: 142,756 Ad revenue: $87 million (U.S. edition) Ad rate: $40,000 for 1 page 4/C (U.S. edition) Comments: The salmon-colored newspaper's...

IAB unveils new online ad formats.(News)(Interactive Advertising Bureau's Universal Ad Package)
May 5, 2003... Byline: KATE MADDOX Seeking to make online ad creation and buying easier for agencies, marketers and publishers, the Interactive Advertising Bureau last month introduced four new ad formats that comprise its Universal Ad Package. The...

EBay makes big b-to-b push; Online auctioneer targets vertical markets with new advertising campaign.(eBay Business)
May 5, 2003... Byline: KATE MADDOX EBay Business next month will begin rolling out the next phase of its vertical industry marketing campaign, targeting the agricultural, construction and maintenance, repair and operations (MRO) markets. EBay...

Quick Hits; Penton Media posts narrower Q1 loss.(Briefs)(Penton Media Inc.; other news items)
May 5, 2003... Penton Media Inc., publisher of Machine Design and producer of the Internet World trade shows, posted a first-quarter net loss of $5.1 million, compared with a net loss of $43.9 million a year earlier. The 2002 figure included a non-cash asset...

RSS pushes old concept with new technology.(Rich Site Summary or Really Simple Syndication)
May 5, 2003... Byline: RICHARD KARPINSKI The Holy Grail of electronic marketing is a way to deliver targeted messages directly to the desktop of a qualified, interested buyer. While e-mail has emerged as a crucial tool for marketers, so-called push...

Media Power 50: Intro.(Wall Street Journal tops list)(Brief Article)
May 5, 2003... For the fourth year in a row, The Wall Street Journal tops the Media Power 50, BtoB's annual list of the best places to run an advertising message. The Journal is the only media property ever to occupy the top spot. Even though the Journal...

Primedia undergoes shake-up.(News)
May 5, 2003... Byline: SEAN CALLAHAN For the past three Thursdays, New York-based publisher Primedia Inc. has found itself in the spotlight. First, Thomas S. Rogers resigned as chairman-CEO on April 17. A week later, Primedia announced that it had agreed...

Case Study: Microsoft 'pain point' campaign gets boost from segmentation.(Database Segmentation)
May 5, 2003... Byline: CAROL KROL Microsoft Corp. last week deployed the latest part of an ongoing direct response campaign that relies on database segmentation to more effectively target small businesses. The campaign, which is designed to show how the...

Marketers face obstacles, reap rewards when segmenting data.(Database Segmentation)
May 5, 2003... Byline: Carol Krol Consumer marketers have long known the benefits of database segmentation. Armed with extensive customer data, many have perfected the science of identifying the prospects that represent the likeliest buyers or most...

Delivering a credible message.(Opinion)
May 5, 2003... Byline: Kelly M. Howard The Internet has made information pervasive. Unfortunately, many companies continue to support Internet marketing programs that fail to provide customers with valuable information. In the Information Age,...

Case Study: ACME Truck reps use PDAs, CRM to process sales leads.(CRM Strategies: customer relationship management)(Acme Truck Line Inc., Accpac International Inc.)
May 5, 2003... Byline: Kathryn Lucero CHALLENGE: Acme Truck Line Inc. is a flatbed trucking service that transports equipment, materials and supplies. The company, based in Harvey, La., maintains a fleet of 1,300 trucks and specializes in short hauls of...

Agenda.(Calendar/Datebook)(marketing industry events)(Brief Article)(Calendar)
May 5, 2003... May 5-7 DMA/AIM net.marketing Conference & Expo Direct Marketing Association, Association for Interactive Marketing Miami Hyatt Regency Miami (202) 861-2442 www.dmanetmarketing.org May 15 BtoB's NetMarketing...

New Campaigns.(Cessna Aircraft Co. and FleetBoston Financial Corp.)(Brief Article)
May 5, 2003... Cessna debuts 'Sure thing' effort Cessna Aircraft Co., a subsidiary of Textron Inc., launched a print ad campaign last month aimed at C-level executives, owners of corporate and private jets, and business decision-makers. The branding...

Online promos more sophisticated, successful; Marketers focus on delivering relevant offers that will build relationships.(NetMarketing: incentive relationship marketing)
May 5, 2003... Byline: ROGER SLAVENS There's still a fair share of marketers who unselectively bombard Internet users with banners that advertise things like a chance to win a snazzy new car or a trip to Barbados. However, most online promotions in both...

Methodology.(Media Power 50)
May 5, 2003... In making the selections for the Media Power 50 list, BtoB editors employed both objective and subjective criteria. They also evaluated data such as ad revenue and audience and interviewed about two dozen top media buyers, advertisers and...

Comdex launches major brand effort; Tech trade show uses multimillion-dollar campaign to build awareness among buyers.(Key3Media Group Inc.)
May 5, 2003... Byline: KATE MADDOX Key3Media Group Inc., Los Angeles, this month will launch its first major branding campaign for Comdex: The Global Technology Marketplace. The campaign, developed by ad agency Gardner Geary Cole Inc., San Francisco, is...

Call center's role evolves with CRM; Support reps gather, analyze more data but still face integration headaches.(CRM Strategies: customer relationship management)
May 5, 2003... Byline: KAREN J. BANNAN Sales representatives at NCCI Holdings, a Boca Raton, Fla.-based provider of workers compensation data, do something unusual before they go out into the field: They head over to the company's 85-person customer...

Three steps while waiting for the economic recovery.(Opinion)
May 5, 2003... Byline: Ellis Booker Wasn't the economy supposed to begin its rebound once the uncertainty around the U.S mission in Iraq ended? That doesn't seem to be happening. While some of our troops are already headed home, the economy that...

1: The Wall Street Journal.(Media Power 50)(Wall Street Journal rated as best place to put business-to-business advertisements)
May 5, 2003... Byline: Sean Callahan Phone: 212-597-5680 URL: www.wsj.com Circulation: 1.9 million Ad revenue: $971.3 million (including affiliate revenue) Ad rate: $215,584 for 1-page 4/C Battered by the tech wreck and a downturn...

Expert advice on multi-sales.(News)(Brief Article)
May 5, 2003... Byline: Kelly Shermach "You have to have a consistency of theme'' running through sales pitches, no matter which internal business function they target, said Chandru Krishnamurthy, a principal in McKinsey & Co.'s Atlanta office. If a...

States lobby Congress again on Internet sales taxes.(News)
May 5, 2003... Byline: CAROL KROL Lamenting lost tax revenues from online sales, state governments have been lobbying Congress for years to pass Internet sales tax legislation. At the heart of the debate is the lack of consistency in how taxes on...

Marketers demand effective measures; Pressure for tangible ROI spurs search for better data.(News)
May 5, 2003... Byline: KATE MADDOX Under intense pressure from senior management to prove the performance of marketing campaigns, b-to-b marketers are demanding more sophisticated measurement services from their agencies and media outlets. They want to...

4: Lou Dobbs Moneyline.(Media Power 50)(Cable New Network program rated as fourth best place to put business-to-business advertising)
May 5, 2003... Byline: Sean Callahan Phone: 212-852-6900 URL: www.cnn.com/CNN/programs/moneyline Audience: 716,000 viewers Ad revenue: $47.2 million Ad rate: N/A Marketers that have advertised on CNN's "Lou Dobbs Moneyline'' run...

Guest Column: How to identify, target your best customers.(Database Segmentation)(Column)
May 5, 2003... Byline: REBECCA BELL ELLIS Let's face it. No matter what some vendors say, there's no silver bullet that instantly connects marketers with those who are ready to buy. But perhaps the next-best thing is segmentation. As businesses...

Case Study: Looking to expand, Port City Metal creates, segments database.(Database Segmentation)
May 5, 2003... Byline: CAROL KROL Port City Metal Services, Tulsa, Okla., a company that fabricates steel parts for manufacturers, is significantly increasing its business by employing basic segmentation strategies. Less than a year ago, the company...

Trade advertisers need to punch up their act.(Chasers)(trade journal advertising)
May 5, 2003... The run-of-the-mill advertising in an industrial or technology trade journal generally can't hold a creative candle to most consumer work. It's often a matter of simple economics. The six-figure cost of a page ad in a consumer book generates a...

Goat or Gloat.(Chasers)(evaluation of advertisements from PeopleSoft Inc., UpShot Corp.)(Brief Article)
May 5, 2003... Company: PeopleSoft Inc., Pleasanton, Calif. Agency: BBDO, New York Market: CRM managers Quick Chase: Ads can sometimes be like a Rorschach test. Different people see different things. Perhaps because our eyes gravitated toward the headline, we...

Cut to the Chase: Television.(Chasers)(evaluation of Sprint Corp.'s advertisement for Sprint PCS Connection Card)(Brief Article)
May 5, 2003... Company: Sprint, Overland Park, Kan. Agency: Publicis & Hal Riney Advertising, San Francisco Market: Telecommunications managers Quick chase: It's a nightmarish scenario that hits home with anyone who travels on business: While you were away,...

Cut to the Chase: Print.(Chasers)(evaluation of Minnesota Mining and Manufacturing Co.'s advertisement for Digital Wall Display)(Brief Article)
May 5, 2003... Company: 3M, St. Paul, Minn. Agency: Grey Worldwide, New York Market: Sales managers, audio-visual managers Quick chase: Here's how to use white space. Put nothing but a brilliant field of white at the heart of the ad. It wouldn't work for...

Tracking ROI in multi-partner campaigns.(Opinion)(return on investment)
May 5, 2003... Byline: Kristen Nolte Companies today rely heavily on sales and marketing programs with a multitude of channel partners and vendors. Within these arrangements emerge universal concerns about the quality of the relationships and the leads...

Database integration key to marketing strategy.(Database Segmentation)
May 5, 2003... Byline: Carol Krol An integrated database should be at the center of any sound b-to-b marketing strategy. However, in many companies, customer information often sits in database silos in various business units. In order to target customers...

May 1983: Not ready for prime time; Hindsight A b-to-b time capsule.(Opinion)
May 5, 2003... Videoconferencing was in its infancy when International Resource Development Inc. issued a report citing problems with the medium stemming from overly high expectations. "TV screens are expected to display carefully dressed, carefully...

Quote Unquote.(Opinion)
May 5, 2003... "These security concerns will be embedded in the economy and the culture.... This is a systemic change-and it's critical.'' Gordon England, deputy homeland security secretary, in BusinessWeek's "Newsmaker Q&A,'' April 28

2: The New York Times.(Media Power 50)(New York Times rated as second best place to put business-to-business advertisements)
May 5, 2003... Byline: Roger Slavens Phone: 212-556-1234 URL: www.nytimes.com Circulation: 1.1 million daily; 1.7 million Sunday Ad revenue: 2002 $1.1 billion Ad rate: $150,696 for 1-page, b&w (from 2003 weekday open business rate per...

Beyond the Biz; Rejected marketing exec has the last laugh now.(Briefs)
May 5, 2003... Joe Mozian has come a long way since we last heard from him. In February 2002, Beyond the Biz ran an item about Mozian's creative efforts to get a job. After getting laid off and spending months unsuccessfully looking for work, the marketing...

Media Power 50.(business to business ad spending moderate uptake)
May 5, 2003... Byline: Sean Callahan A modest uptick is occurring in b-to-b ad spending, but the sector is still reeling from two years of recession. Facing budget constraints and increased scrutiny from the accounting department, b-to-b marketers are...

3: Google.(Media Power 50)
May 5, 2003... Byline: Roger Slavens Phone: 212-624-9608 URL: www.google.com Audience: 52.6 million unique visitors per month Ad revenue: N/A Ad rate: $200 and up (campaigns can reach several million dollars) Just last year,...

5: Fortune.(Media Power 50)(finance)
May 5, 2003... Byline: R. S. Phone: 212-522-5082 URL: www.fortune.com Circulation: 867,781 Ad revenue: $293.7 million Ad rate: $81,300 1-page 4/C Let's get to Fortune's bad news first: The business biweekly saw a 12% decline in ad...

6: Aviation Week & Space Technology.(Media Power 50)
May 5, 2003... Byline: S. C. Phone: 202-383-2318 URL: www.aviationnow.com Circulation: 105,654 Ad revenue: $23.1 million Ad rate: $17,415 for 1-page 4/C On Saturday, Feb. 1, Senior Editor Craig Covault of McGraw-Hill's Aviation...

7: BusinessWeek.(Media Power 50)
May 5, 2003... Byline: S.C. Phone: 212-512-4611 URL: www.businessweek.com Circulation: 987,369 (North America) Ad revenue: $351.6 million Ad rate: $99,540 for 1-page 4/C Like most business publications, McGraw-Hill Cos.'...

8: Wsj.com.(Media Power 50)(Wall Street Journal online)
May 5, 2003... Byline: S.C. Phone: 212-587-5941 URL: www.wsj.com Paid subscribers: 679,000 Ad revenue: N/A Ad rate: $35 CPM From the beginning, Dow Jones & Co.'s online strategy has been contrarian and aggressive. While other Web...

10: The O'Reilly Factor.(Media Power 50)
May 5, 2003... Byline: R.S. Phone: 212- 301-5402 URL: www.foxnews.com Audience: 3.2 million viewers nightly (April 2003) Ad rate: $8,000-$15,000 per :30 spot Many advertisers strive to avoid controversy when they can, but they've...

9: InformationWeek.(Media Power 50)
May 5, 2003... Byline: S.C. Phone: 516-562-7911 URL: www.informationweek.com Circulation: 440,000 Ad revenue: $108.1 million Ad rate: $47,815 for 1-page 4/C Pummeled by plummeting ad expenditures by technology marketers, CMP...