BtoB articles from May 2008

BtoB archives from May 2008

No.2 Google; New platforms and continuing domination of the U.S. search market keep Google a go-to choice.(Special Report: Media Power 50)(Financial report)
May 5, 2008... Byline: Kate Maddox As the overall U.S. ad market slumps, online advertising-and search in particular-is the bright spot. And no search company shines brighter than Google, which dominates the category in ad revenue, market share and...

Video vitals; Avoid these seven common pitfalls when delivering effective content for the booming online channel.(NetMarketing)
May 5, 2008... Byline: Karen J. Bannan Are you making the most of your video assets? An April comScore report showed that U.S. Internet viewers watched more than 10 billion online videos in February, a year-over-year increase of 66%. Marketers looking to...

Election year may mean slowdown, but budgets will be spent; Industry outlook.(Vertical Insight: Government)(Industry overview)
May 5, 2008... 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 information to INPUT members. Before...

ADT gains entry into government market with long-term plan.(Vertical Insight: Government)
May 5, 2008... Byline: MARY E. MORRISON ADT Security Services, a unit of Tyco International, provides electronic security technologies, physical security equipment and monitoring services for homes, businesses and the government. Before 9/11, the company...

Fulfill specific agency needs; Research key to crafting marketing that government buyers will notice.(Vertical Insight: Government)(Survey)
May 5, 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...

Agenda.(Brief article)(Calendar)
May 5, 2008... May 8 BtoB's NetMarketing Breakfast BtoB Palace Hotel, San Francisco www.btobonline.com/breakfasts May 14-16 SiriusDecisions' Marketing and Sales Integration Summit 2008 SiriusDecisions Loews Lake Resort,...

Direct marketers not feeling 'green'; Forrester Research study finds companies lack awareness, concern over environmental impact.(Direct & Database)(Survey)
May 5, 2008... Byline: CAROL KROL At a time when most businesses are scrambling to become "green'' or highlighting their environmentally friendly products and practices, it is surprising that an overwhelming number of direct marketers-historically easy...

Poll results; Btobonline.com.(Opinion)
May 5, 2008... What's your primary source for information about your industry? Trade association: 6% Trade media: 41% Colleagues: 9% Online sources (excluding those from associations or trade media): 42% Events: 2% New Poll...

A NEW KIND OF BRANDING; When looking for ways to freshen up your brand, become a provider of relevant content.(Opinion)
May 5, 2008... Byline: Phil Johnson A friend I visited recently told me a familiar story. His $1 billion technology company was growing quickly, but the corporate position no longer expressed the company's reality. My friend wanted to launch an...

Taking a cue from history.(Opinion)
May 5, 2008... Byline: Ellis Booker From the historical trivia folder: New York's Empire State Building opened its Observatory (86th floor, 1,050 feet above the city) in 1931, at the height of the Great Depression. Not great timing for a tourist...

Cut to the chase.(Chasers)(TEKsystems)(Trane Co.)(Brief article)
May 5, 2008... Company: TEKsystems, Hanover, Md. Agency: (N/A) Market: IT management Quick chase: The businessman who's seated next to three empty chairs is an apt image for TEKsystems, a technology staffing and service company. Companies that can't fill the...

Where should your logo go?(Chasers)
May 5, 2008... When it comes to registering a brand and all its inherent equity, the logo often gets the last word in a b-to-b ad. The logo is not the brand or the franchise, but a symbol-and a most important one. The logo reminds the audience of the source...

Goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)(Cessna Aircraft Co. and Sullivan Higdon and Sink in contract)(N/A Market and Pilatus Aircraft Ltd. in contract)(Brief article)
May 5, 2008... Company: Pilatus, Stans, Switzerland Agency: N/A Market: Corporate executives Quick chase: Despite what appears to be a smiley face on the front of this business aircraft, it struck us as bland-looking. Perhaps it's the black and white photo;...

No. 8 TechTarget; IT media company boasts 50 tech-specific sites, continues to focus on narrow vertical segments.(Special Report: Media Power 50)
May 5, 2008... Byline: Matthew Schwartz Bolstered by a $100 million IPO last May, TechTarget has spent the past year bringing more online marketing opportunities to b-to-b advertisers. The 10-year-old IT media company has moved aggressively on...

No. 3 Forbes.com; Vertical niches, Web 2.0 features offer more opportunities for advertisers to reach prospects.(Special Report: Media Power 50)
May 5, 2008... Byline: Carol Krol Forbes.com continues to maintain its reputation for top-tier content and its ability to deliver a desirable audience to advertisers (29 million unique visitors in March). But laurel-resting is not part of the equation...

No. 10 PGA Tour; High-profile events watched by affluent business decision-makers fit b-to-b advertisers to a tee.(Special Report: Media Power 50)
May 5, 2008... Byline: Kate Maddox More and more, b-to-b marketers that are seeking to reach affluent business decision-makers are turning to professional golf as a media outlet, with the PGA Tour the vehicle of choice. With a season that runs...

Methodology.(Special Report: Media Power 50)(Brief article)
May 5, 2008... In making the selections for the Media Power 50, BtoB editors and reporters employed both objective and subjective criteria. They evaluated data such as ad revenue and audience, and interviewed top media buyers, advertisers and industry...

Problem solved; Web site.(NetMarketing)
May 5, 2008... Problem: Web site doesn't enable communication with customers. Solution: Marketers looking to communicate with customers through their Web site should consider the following tips: 1) Include an RSS feed. Customers can subscribe to the...

How to price smart in a recession.(Opinion)
May 5, 2008... Byline: Reed Holden Yes, the economy is hurting and most companies are reacting with big price cuts to keep their people and machines busy. The problem is that despite those price cuts, customers don't buy more. In fact, they are buying...

Rewriting journalism's rules; New channels.(Opinion)
May 5, 2008... Byline: Paul Gillin More than 800 e-mails about all kinds of consumer horror stories pour into the editor's inbox at RipoffReport.com every day. A staff of freelance editors briefly reviews every one and adds most to the public database of...

Optimum results; A new survey reveals surprising Web optimization tools, uses.(Tools & Metrics)(Survey)
May 5, 2008... Byline: CHRISTOPHER HOSFORD When it comes to Web analytics, what do marketers really focus on? What aspects of their Web sites do they optimize on an ongoing basis, and what tools do they use to get it done? A new survey developed for...

National Semiconductor keeps it simple with Google Analytics.(Tools & Metrics)
May 5, 2008... Byline: CHRISTOPHER HOSFORD National Semiconductor is the quintessential b-to-b company, manufacturing and selling power management circuits, audio amplifiers and other semiconductor products to a broad electronics market that includes...

No. 5 CNNMoney.com; Video feeds the needs of big advertisers while free mobile access and streaming data satisfy users.(Special Report: Media Power 50)(Cable News Network. CNNMoney.com)(FedEx Corp.)(International Business Machines Corp.)
May 5, 2008... Byline: Mary Ellen Podmolik CNNMoney.com already was a prime venue for b-to-b marketing dollars, but new products and site enhancements introduced over the past year have attracted both additional users and advertisers. Key among the...

No. 7 InformationWeek; Venerable brand shows ability to adapt to digital and create vehicles for individual marketers.(Special Report: Media Power 50)(Company overview)
May 5, 2008... Byline: Mary Ellen Podmolik Information Week offers different content in its print and online products, and serves two very distinct audiences. It's that ability to adapt-for both readers and marketers-that has made media buyers so keen on...

No.6 'Closing Bell'; Financial day wrap-up keeps investors tuned in, providing an engaged audience for advertisers.(Special Report: Media Power 50)
May 5, 2008... Byline: Mary Ellen Podmolik Upheaval in the financial markets, a meltdown in the real estate industry and ever-increasing commodity prices are wreaking havoc on investor confidence but continue to be good news for CNBC's "Closing Bell.''...

No. 1 The Wall Street Journal; The `Journal' is changing rapidly under new owner News Corp. but it remains the go-to buy for major business advertisers.(Special Report: Media Power 50)(Rupert Murdoch's News Corp. officially acquired Dow Jones & Co.)
May 5, 2008... Byline: Matthew Schwartz It's been nearly five months since Rupert Murdoch's News Corp. officially acquired Dow Jones & Co., publisher of The Wall Street Journal and WSJ.com, for $5.7 billion. Murdoch has wasted little time making...

Marketers look to boost customer retention; CMO Council study finds maximizing existing relationships takes a back seat to new leads.(News)(Chief Marketing Officer )(Survey)
May 5, 2008... Byline: KATE MADDOX While b-to-b marketers are increasingly focused on improving relationships with customers, they still have a long way to go in implementing effective, consistent customer retention practices, according to a study...

Extending clients' brands is key for media venues.(Special Report: Media Power 50)
May 5, 2008... Byline: MATTHEW SCHWARTZ Pay close attention to this year's Media Power 50 selections. Considering the rise of niche Web sites targeting business professionals-not to mention the growing migration of b-to-b ad dollars to online venues-our...

QuickHits.(News)(Intel Corp. contracted with OMD Chicago)(Ziff Davis Media appointed Peter Weedfald as a president)(infoUSA has changed his name to infoGroup )
May 5, 2008... Interactive marketing remains robust Seventy-two percent of interactive marketers expect to either maintain interactive spending levels this year or increase them, despite the slumping economy, according to a study released last week by...

Ad spending forecast downgraded.(News)(Advertising expenditures)
May 5, 2008... Byline: CAROL KROL Media agency ZenithOptimedia, a part of Publicis Groupe, last month announced it has downgraded its growth forecast for ad spending in North America and Europe this year from 4.4% to 3.8%. It bumped up its forecast for...

Best ways to measure video ROI; Ask the expert.(NetMarketing)(Return On Investment )
May 5, 2008... Byline: Andreas Roell Question: What is the best way to measure ROI on an online video campaign? Answer: Using an analytics platform is an ideal way to track a campaign's success because it gives marketers real-time intelligence that...

Q1 ad sales reflect the slow economy; Several print advertising categories hit hard, but strong performance of online bodes well.(Advertising)
May 5, 2008... Byline: KATE MADDOX Declining ad sales in the first quarter reflect a weak U.S. economy, although online advertising, and search in particular, continues to show strength. Total magazine ad sales were down 1.2% in the first quarter...

'Media Business' names Top Innovators; Anton, Vitale, Koten among executives to be honored.(Business Media)
May 5, 2008... `BtoB's Media Business announced the winners of this year's Top Innovators in Business Publishing Awards in its May issue. Media Business inaugurated the Top Innovators in 2004 to spotlight b-to-b media executives who, in a rapidly...

Protests don't douse b-to-b Olympic advertising plans.(News)
May 5, 2008... Byline: KATE MADDOX Despite widespread media attention to the escalating protests over China's political activities, marketers say they have not changed their plans to advertise during the Beijing Olympics this summer. Last month,...

Beyond the biz.(Tim Robbins criticizes lack of diversity in media )
May 5, 2008... Tim Robbins criticizes lack of diversity in media Tell us how you really feel, Tim. Actor Tim Robbins blew off a scheduled Q&A at the recent National Association of Broadcasters' annual show to go on a profanity-laced diatribe-albeit a...

Trade groups respond to FTC's behavioral advertising proposal.(News)(Federal Trade Commission)
May 5, 2008... Byline: CAROL KROL Twelve industry trade groups last month filed responses to proposed principles for online behavioral advertising that were released for comment by the Federal Trade Commission in December. The groups are part of a...

NEC educates dealers about new products through video.(NetMarketing)
May 5, 2008... Byline: KAREN J. BANNAN NEC Unified Solutions, a wholly owned subsidiary of NEC Corp. of America, sells software, applications and services related to unified communications, wireless, and voice and data. The Irving, Texas-based company's...

Exhibition industry sees growth slowing; Year-end drop could portend things to come.(Events)(Statistical data)
May 5, 2008... Byline: ERIN BIBA Though the exhibition industry grew 3.2% overall from 2006 to 2007, that growth was impacted by a decline of 1.9% in the fourth quarter compared to 2006 levels, according to an April report from the Center for Exhibition...

Event briefs.(Events)(Trade Show Exhibitors Association has appointed Margit B. Weisgal as executive director of the trade group)(Freeman has appoints Donald S. Freeman Jr. as chairman and Joe Popolo as president)(Brief article)
May 5, 2008... Unisfair rolls out new version of virtual events Unisfair, which provides virtual events, has introduced Virtual Events for Business 2.0. The new program features capabilities such as professional networking, e-commerce and multilanguage...

No. 9 BusinessWeek; Redesign of venerable business title helps boost newsstand sales, overall readership.(Special Report: Media Power 50)
May 5, 2008... Byline: Kate Maddox BusinessWeek, which made its debut in 1929, has adapted to changing times with a redesign of its print edition, the addition of more Web 2.0 features on its Web site and the merging of its digital and print editorial...

No.4 New York Times; `Times' commits to b-to-b by expanding partnerships and boosting coverage of small-business sector.(Special Report: Media Power 50)
May 5, 2008... Byline: Matthew Schwartz The New York Times continues to make inroads in b-to-b precincts, offering business marketers more options to advertise with the august brand. "With a medium like the Web, there is the expectation that you...

Radio still dials up b-to-b audience.(News)(Survey)
May 5, 2008... Byline: MATTHEW SCHWARTZ The radio industry is grappling with declining ad revenue and growing competition from new media. Yet amid all of the upheaval in media, the oldest electronic medium continues to be a viable marketing tool for...

new campaigns.(Advertising)(Brief article)
May 5, 2008... Thomson Reuters "Knowledge to Act'' Agency: Ogilvy North America, New York Campaign objective: Promote the newly merged Thomson Reuters and show how the company creates intelligent information that provides professionals with...

'BtoB'/Junta42 study shows custom content spending up.(News)(Survey)
May 5, 2008... Byline: KATE MADDOX B-to-b marketers will spend almost 30% of their total marketing budgets this year on custom content and custom publishing initiatives, according to a joint research study conducted by BtoB and content marketing company...

Correction.(Correction notice)
May 5, 2008... In the Top Agencies special report (April 7, page 28), the caption for an ad created by Sullivan Higdon & Sink incorrectly identified the client. The ad was created for Cessna Aircraft.

Taking measure of which metrics matter.(E-Metrics Roundtable)(Interview)(Interview)
May 5, 2008... Byline: Ellis Booker Marketing metrics have never been more important. The weak economy, which has caused scrutiny of all budgets, has given marketers yet another reason to put in place processes to measure the impact of their efforts. ...

MediaPower50.(Special Report: Media Power 50)(List)
May 5, 2008... Newspapers Financial Times Phone: (212) 641-6550 URL: www.ft.com Circulation: 152,240 (U.S.) Ad revenue: N/A Ad rate: $50,300 for 1 page 4/C (U.S.) Comment: The salmon-colored daily recently expanded its...

When it comes to lead generation, don't fail. Mail.(Guest Column)(Business to business market)(Column)
May 26, 2008... Byline: Russell Kern Working as I do with some 25 different b-to-b marketers, I spend a good bit of time each day discussing lead generation with campaign managers. And not a day goes by where one of them doesn't wonder aloud, "Why should...

Do your PREsearch and you'll improve your response.(Direct)(PREsearch can greatly increase the efficiency of a direct mail campaign)
May 26, 2008... Byline: PETER MEYERS PREsearch (noun): 1. The identification, analysis and segmentation of a target market before launching a direct marketing campaign. 2. A made-up word. Knowing your audience before unleashing a direct marketing...

Putting the human touch back into lead generation.(Guest Column)(Social Media Marketing )(Viewpoint essay)
May 26, 2008... Byline: Brian Carroll I don't know about you, but as a b-to-b marketer who focuses on telesprospecting and lead nurturing, even I'm a bit overwhelmed by the fervor around social media marketing. Don't get me wrong. I've blogged for...

Hilton's marketing guided by online 'Family' members; case study.(Social Media)
May 26, 2008... Byline: PAUL GILLIN Hospitality companies learn to sweat the details. In the ultracompetitive hotel industry, a chocolate on the pillow or a free tube of toothpaste can make the difference between a drive-by customer and a loyal fan. ...

Following leads critical to trade show success.(Events)
May 26, 2008... Byline: MIKE DROHAN Nearly all trade show exhibitors overlook the most important step in the process of generating sales-proper follow-up on every lead. The result is missed sales opportunities and a significantly lower ROI on their trade...

Looking to close the gap; overview.(Integration)(Building alignment between Sales and Marketing)
May 26, 2008... Byline: CHRISTOPHER HOSFORD Sales-marketing alignment is one of those corporate considerations seemingly more honored in the breach than the observance. Sales managers and reps complain about what they see as low-quality leads and...

Autodesk draws up blueprint integration; case study.(Integration)
May 26, 2008... Byline: CHRISTOPHER HOSFORD Autodesk Inc. is familiar to most every architect and interior designer for its AutoCAD design software. The company also supplies software for such diverse industries as construction, manufacturing, mapping,...

Following Web behavior works; best practices.(Web Sites/Search)
May 26, 2008... Byline: KAREN J. BANNAN In the past, commercial real estate agents had to count on their prospects for answers when determining where leads originated. They had to ask those prospects if, for instance, they'd picked up the phone book and...

HP division takes long-term lead nurturing seriously; case study.(Tools & Metrics)(PolyServe and Hewlett-Packard Company will team up)
May 26, 2008... Byline: CHRISTOPHER HOSFORD By January 2006, PolyServe, a Beaverton, Ore.-based software maker, had reached a point at which, according to Senior Marketing Manager Jeff Day, "People felt things could be improved.'' It wasn't that the...

Don't leave interested parties stranded on bad landing pages; best practices.(Web Sites/Search)(Silverpop of 150 e-mail campaign landing pages)
May 26, 2008... Byline: KAREN J. BANNAN Whether your prospect or customer is using a PC or a mobile device to read your e-mail messages, the goal is to get them to take action-in many cases, by clicking through to a landing page. Yet according to several...

Reaching the right prospects; best practices.(E-Mail)(evaluation on Spam (Junk email) services)
May 26, 2008... Byline: KAREN J. BANNAN If your e-mail list includes customers and prospects with Yahoo.com addresses, it's possible they didn't see messages you sent in February and March. The company, according to a March 11 blog post, made changes to...

Understanding how e-mails are read leads to new design ideas.(E-Mail)
May 26, 2008... Byline: KAREN J. BANNAN Your customers and prospects view e-mails in five stages, according to a white paper released in March by ExactTarget, a provider of e-mail marketing solutions. Those stages are: looking at the "from'' line, the...

Old-fashioned direct effective; case study.(Direct)
May 26, 2008... Byline: CAROL KROL It's practically unheard of: a 22% response rate to good, old-fashioned direct mail. How did IT security software company Symantec Corp. accomplish that? Symantec's salespeople were tasked to get in the door for...

NorthStar Systems doubles revenue with series of campaigns; case study.(E-Mail)
May 26, 2008... Byline: MARY E. MORRISON Last year, NorthStar Systems International, a provider of software solutions to financial services institutions, set out to increase brand awareness and generate sales leads among its audience of wealth management...

Lead recycling wastes no prospects; best practices.(Integration)
May 26, 2008... Byline: CHRISTOPHER HOSFORD The nurturing of leads is a classic marketing responsibility. In the process of uncovering and qualifying sales leads, some of the most potentially productive ones already are directly under marketing's nose in...

Maketers need a more systematic approach to demand generation; Q&A.(News)(Interview)
May 26, 2008... How are marketers approaching their lead-generation programs these days? What's working online and off? These are some of the questions BtoB recently put to Laura Ramos, a VP at Forrester Research. BtoB: Webinars and white papers are among...

Focus on facilitating demand, not generating it.(Guest Column)
May 26, 2008... Byline: Karen Breen Vogel For many marketers, demand generation sits at the top of their priority list. Yet in today's Web 2.0 world, they really need to think differently about marketing. To understand why, you have to take a look at...

Cooperation always based on self-interest.(Integration)
May 26, 2008... Byline: JAMES W. OBERMAYER There, I've said it. Self-interest tops the bosses' orders, loss of market share, missed sales quotas and good, old-fashioned altruism (which took the last train for the coast in mid-2001). We are a society...

Web 2.0 publishing + analytics = superior lead management.(Social Media)
May 26, 2008... Byline: PAUL GILLIN In the bad old days of lead management, marketers created prospect lists of often-questionable quality and threw them over the wall to a sales force that had become cynical about lead quality and performance....

Webinars help generate, nurture leads at Mimosa Systems; case study.(Events)(Mimosa Systems)
May 26, 2008... Byline: CHARLOTTE WOOLARD E-mail archiving and storage management company Mimosa Systems did not expect a webinar entitled "Strategies for Eliminating .PST Files'' to become one of its top draws. The hourlong event focused on only one...

IAB's best practices for lead generation.(Web Sites/Search)(Interactive Advertising Bureau (New York, New York))
May 26, 2008... The following Interactive Advertising Bureau (IAB) lead generation best practices were developed with input from a broad cross section of the lead-generation industry and cover several important areas of publisher-agency-advertiser...

Leads: Finding, tracking, nurturing, converting.(Editor's Note)(Editorial)(Survey)
May 26, 2008... Byline: ELLIS BOOKER Welcome to the inaugural issue of BtoB's Lead Generation Guide. Our guide offers case studies, expert columns, market statistics and vendor lists, and is a direct response to what we've witnessed in the b-to-b...

Media choice depends on lead-generation objectives.(Guest Column)
May 26, 2008... Byline: M.H. "Mac'' McIntosh More leads? Higher-quality leads? Lower-cost leads? Which of these lead-generation objectives would you choose? My guess is that you want all three: more qualified leads at the lowest possible cost per...

Behavior key when scoring online leads; ask the expert.(Web Sites/Search)
May 26, 2008... Byline: JON MILLER Question: How does one best track lead behavior to achieve the best results in an e-marketing campaign? Answer: The Internet has fundamentally changed how people research and buy b-to-b solutions. Buyers today keep...

Mashups create communities, leads; case study.(Social Media)
May 26, 2008... Byline: PAUL GILLIN The software market is an ecosystem driven by co-dependence. Makers of development tools live or die by the success of partners that build the applications customers want. That's why toolmakers are so eager to promote...

the question: Q: What is working well for lead gen?(News)
May 26, 2008... "We are beginning to very tightly connect our lead management system to our CRM system-specifically, linking our Aprimo lead management system to our Microsoft Dynamic CRM system. The metric we are really keen on getting much more insight on is...

Vendor variables; Lots of options make asking the right questions the key to buying a lead-management solution.(News)
May 26, 2008... Byline: RICH KARPINSKI Marketing departments are more than ever being asked to develop and manage processes for nurturing that most valuable of marketing commodities, the lead. While many b-to-b marketers have tapped their creative...

Tech can help quantify events; best practices.(Events)
May 26, 2008... Byline: ERIN BIBA As marketing managers begin to look more closely at their portfolios, narrowing their range and cutting out less effective events, technology can help them prove the large expense is worth it. The ROI Tool Kit,...

Best Buy for Business builds data powerhouse; case study.(News)
May 26, 2008... Byline: CAROL KROL When consumer electronics retailer Best Buy Co. introduced its b-to-b unit four years ago, it did not have a business marketing strategy. The $40 billion company lacked institutional knowledge when it came to...

Ciena soft sells Ethernet products; case study.(Direct)
May 26, 2008... Byline: MARY ELLEN PODMOLIK Ciena Corp.'s global customer base already included major communication service providers, corporations and governmental agencies that all rely on the network specialist's systems and software. But when the...

Getting action from promos; best practices.(Direct)(Sales lead response management for business to business marketers)
May 26, 2008... Byline: CHRISTOPHER HOSFORD Understanding the effectiveness of a particular marketing campaign in the b-to-b space isn't easy. The sales cycle can be lengthy, and tying revenue and incremental sales to any particular program is difficult....

How Smartsheet.com improved search conversions; case study.(Web Sites/Search)
May 26, 2008... Byline: CAROL KROL Smartsheet.com, a 3-year-old online collaboration software company, wanted to find a way to stand out in its competitive market. Collaboration software, which integrates a single or group projects by multiple users from...

Think long term when gauging campaigns; ask the expert.(Tools & Metrics)(Interview of Tony Jaros VP-research at SiriusDecisions Inc.)(Interview)
May 26, 2008... Byline: CHRISTOPHER HOSFORD Tony Jaros is VP-research at SiriusDecisions Inc. in Wilton, Conn. BtoB asked Jaros about trends in gauging the effectiveness of marketing promotions and campaigns. BtoB: How is the concept of promotion...

Lead scoring far from easy; best practices.(Tools & Metrics)(Sale management methods)
May 26, 2008... Byline: CHRISTOPHER HOSFORD There are multiple steps in managing sales leads, such as qualifying prospects, sending them what they request (fulfillment), getting sales on board with a willingness to report results, analyzing success and...

Watkins chooses automation to heat up leads; case study.(Tools & Metrics)(Case study of Watkins Manufacturing Corp.)
May 26, 2008... Byline: CHRISTOPHER HOSFORD Watkins Manufacturing Corp., the Vista, Calif.-based maker of the Hot Spring Spas brand of hot tubs, faced a classic b-to-b challenge in dealing with its vast array of retailers: keeping the sales chain filled...

Data.
May 26, 2008... Lead-acquisition budgets: The CMO Council asked top marketers what percentage of their marketing budget is allocated to customer acquisition. Source: "Business Gain From How You Retain: Addressing the Challenge of Customer Churn &...

Exclusive survey.
May 26, 2008... Source: Conducted by BtoB and the Sales Lead Management Association in mid-May, this e-mail survey tabulated responses from 273 marketers. All things being equal, which of the following is your priority: Proving the ROI of marketing...