BtoB articles from November 2006

BtoB archives from November 2006

MRM Worldwide adds accounts, dashboard services.(News)
November 1, 2006... Byline: Kate Maddox MRM Worldwide, the direct and relationship agency of McCann Worldgroup, has been named BtoB's Direct Agency of the Year for its focus on b-to-b work, growth in business, new client wins and outstanding work this year....

Change the Game.
November 1, 2006... Welcome to the 2007 edition of BtoB's Marketers Resource Guide. At BtoB, we recently launched a campaign titled "Change the Game" that, I think, says it all as we move ahead into 2007. Never before in my career-in which I have straddled both...

Table of Contents: Charts.
November 1, 2006... Top 100 Advertisers - Page 4 Top 50 Internet Advertisers - Page 7 Top 100 Advertisers Alphabetical Index - Page 8 Top 50 Internet Advertisers Alphabetical Index - Page 8 Top Agencies - Page 10 Top Interactive Agencies -...

Event facilities.(Directory)(Brief article)
November 1, 2006... McCormick Place Location: Chicago URL: www.mccormickplace.com Phone: (312) 791-7000 Exhibit space (sq. ft): 2,200,000 Orange County Convention Center Location: Orlando, Fla. URL: www.orlandoconvention.com ...

Media Power 50.(Directory)
November 1, 2006... NEWSPAPERS Financial Times Phone: (212) 641-6550 URL: www.ft.com Circulation: 137,845 (U.S.) Ad revenue: $270.9 million (global) Ad rate: $45,300 for 1 page 4/C (U.S.) Comment: Some business executives and the...

Who's Who in B-to-B.
November 1, 2006... MARKETERS Who: Stephanie Acker-Moy What: VP-Internet and marketing services Where: Hewlett-Packard Co., Palo Alto, Calif. Why: Acker-Moy leads Internet and Web marketing activities at HP and is responsible for overseeing HP.com, which had...

Table of Contents: Charts.(Correction notice)
November 1, 2006... ***** Correction: An incorrect phone number was listed for Abstract Edge in the Top Interactive Agencies list in BtoB's Marketers Resource Guide '07 (page 15). The correct number is (212) 352-9311. ***** Top 100 Advertisers - Page...

Conference Board gathering examines Internet impact.(News)
November 13, 2006... Byline: MATTHEW SCHWARTZ Paying close attention to local customs when launching a global ad campaign. Making technology work for internal marketing. Cutting through the clutter of media, in which people are exposed to thousands (and...

Create an emotional response for success; Experiential marketing requires solid grasp of goals before plunging into event campaign.(Events)
November 13, 2006... Byline: ERIN BIBA Marketers are in it for the experience as well as the money. In September, "Event View 2006,'' a global study co-sponsored by George P. Johnson Co. (GPJ), a full-service event marketing agency, and Meeting Professionals...

Going global; When e-mail marketing to international audiences, translation is only the first of a company's concerns; marketers must think global, act local.(Net Marketing: Strategies and Techniques for Web M)
November 13, 2006... Byline: Karen J. Bannan When Ogilvy Interactive set out to take IBM Corp.'s e-mail marketing strategy international, it knew it would need to make some adjustments to both messaging and design. It also would need to check in with local...

Advice for e-mail marketing to China.(Net Marketing: Strategies and Techniques for Web Marketing)
November 13, 2006... Question: What are the unique concerns of e-mail marketing to customers and prospects in China? Answer: There are three primary considerations when it comes to e-mail marketing to customers and prospects in China: deployment, design and...

Sun enters virtual world to connect with developers.(Sun Microsystems Inc )
November 13, 2006... Byline: KATHERINE HAND Tech giant holds Project Darkstar press conference in online environment Sun Microsystems last month broke virtual ground as the first Fortune 500 company to hold a full-scale media event in the online world of...

B-to-b media buy concept.(usage of Ajax web programming by media executives)(InfoWorld Media Group Inc introduces IT Exec-Connect )
November 13, 2006... Byline: MARIE GRIFFIN B-to-b media executives at the forefront of the digital revolution say they are adopting Web 2.0 as a philosophy as well as a growing group of technologies. "We hear the Web 2.0 drumbeat,'' said Virginia Hines,...

DMA: Direct helps insulate economy; But economist says association claims overstated, direct unlikely to cushion U.S. economy in 2007.(Direct & Database)(Direct Marketing Association)
November 13, 2006... Byline: CAROL KROL Direct marketing will grow in terms of expenditures, sales, ROI and employment through 2007, which will help soften the effects of a cooling economy, according to the Direct Marketing Association. "Direct marketing...

Tech Tools.(Fathom Online launches Fathom Analytics web tracking system)(ComScore Networks introduces Plan Metrix information appliances)(Atlas launches Atlas In-Stream Video streaming media)(Brief article)
November 13, 2006... Fathom Online debuts analytics service Fathom Online, a search marketing agency, announced the launch of Fathom Analytics, which integrates Web analytics, Web site tracking and call center tracking into one application. ComScore...

Microsoft set to unveil Vista; Convincing business users to upgrade to its new operating system will be an uphill battle.(Microsoft Corp introduces Vista operating system software )
November 13, 2006... Byline: KATE MADDOX Microsoft Corp.'s long-awaited Vista operating system software will be released to the general public in January, just missing the holiday shopping season. Originally slated for release in the second half of this...

The unseen blogosphere: Internal blogs.(Business to business market to apply web-log technology in marketing)(Viewpoint essay)
November 13, 2006... Byline: Paul Gillin As the population of bloggers expands, one question comes up repeatedly: Why aren't more corporations blogging? The truth is that they are, you just don't see it. Internal blogs are gaining popularity because their...

Agenda.(Calendar)
November 13, 2006... Nov. 15-16 ITSMA Annual Conference ITSMA (IT Services Marketing Association) Charles Hotel, Cambridge, Mass. www.itsma.com Nov. 29-Dec. 1 Mplanet American Marketing Association Walt Disney World Dolphin...

Service providers must deliver tangible worth to their customers' bottom lines.(Viewpoint essay)
November 13, 2006... Byline: Bill Glenn While the concept of strategic partnerships is not new, tackling clients' most pressing business challenges requires a closer, more integrated relationship-one that goes beyond simplistic marketing promotions or database...

Surprising insights from media measurements.(Viewpoint essay)
November 13, 2006... Byline: Rex Briggs Billions of dollars are spent on b-to-b advertising, events, direct mail, trade shows, webinars, sales calls, glossy brochures, logowear and other marketing expenses. But do b-to-b marketers really know what sticks? How...

How much should it cost?(Tools & Metrics)(marketing price indexes)(Interview)
November 13, 2006... David Blaise is the author of "Sledgehammer Marketing'' (www.sledgehammermarketing.com) and a principal with marketing consultancy Blaise Drake & Co. BtoB recently asked him about key discounting metrics and techniques. BtoB: How can...

What exactly is Web 2.0?(synopsis of Web 2.0)
November 13, 2006... Byline: RICHARD KARPINSKI For starters, Web 2.0 is clearly about a more interactive Web that looks and feels more like an application than a static Web page or Web site. At the heart of this is the concept of AJAX, or Asynchronous...

Prism agrees to acquire Penton in $530 million deal; Wasserstein & Co.'s U.S. Equity Partners II expands its footprint in business media.(Prism Business Media Inc. American Printer plans to acquire Penton Media Inc.)
November 13, 2006... Byline: MATTHEW SCHWARTZ In a move that greatly expands the presence of investment banker Bruce Wasserstein in the b-to-b media arena, Prism Business Media announced Nov. 2 that it had agreed to acquire Penton Media in a deal valued at...

Watching Web 2.0's rapid evolution.(Editorial)
November 13, 2006... Byline: Ellis Booker Concepts such as user-generated content and social networks, which seemed little more than novelties of the consumer world 18 months ago, are rapidly transforming how business marketers engage their audiences and...

Marketing to construction; Online efforts key as contractors, labor move more business to the Web.(Vertical Insight Construction)
November 13, 2006... Byline: ROGER SLAVENS The recent slowdown in residential construction-specifically new housing starts-has garnered a lot of press and has been seen as a key harbinger of a weak economy as 2006 comes to a close. However, Warren Nesbitt,...

Knowing how audience uses products, makes decisions is key.(Vertical Insight Construction)(Strata-G Communications- Anthony "Tony'' Magliano )(Interview)
November 13, 2006... Byline: ROGER SLAVENS Anthony "Tony'' Magliano is managing partner for Cincinnati-based Strata-G Communications, a marketing agency with a robust construction industry practice. His agency serves many clients that target the lucrative...

New campaigns.(Advertising)(Accenture Ltd.)(Canon U.S.A. Inc.)(The Nasdaq Stock Market Inc)
November 13, 2006... Accenture: "High Performance Business'' Agency: Y&R, New York Target audience: C-level executives Campaign objective: Promote Accenture's High Performance Business program and raise awareness of the company's experience and capabilities....

Participants deem ABM's trip to China a success.(News)(American Business Media )(Conference news)
November 13, 2006... Byline: MATTHEW SCHWARTZ American Business Media members who visited Beijing Oct. 16-19 said the tour was encouraging for b-to-b media companies eager to do business in China, the world's largest market, with a population of 1.3 billion...

CORRECTIONS.
November 13, 2006... The New York Times Co. acquired Washington Post Co.'s 50% stake in the International Herald Tribune in January 2003. The date was incorrectly listed in "Changing `Times' heralds new direction'' (Oct. 9, page 3). Also, The Boston Globe is owned...

Acopia tailors e-mail for int'l audience.(Net Marketing: Strategies and Techniques for Web M)(Acopia Networks Inc. - Tim Pitcher)
November 13, 2006... Byline: KAREN J. BANNAN Data management is a $20 billion business-one that Tim Pitcher, VP-international sales at Acopia Networks, expects to keep growing. Even though storage costs are coming down, the amount of data that businesses...

Problem solved.(Net Marketing: Strategies and Techniques for Web M)
November 13, 2006... Problem: Getting your Web site to stand out from the pack. Solution: It's no longer enough, if it ever was, to just have a Web site up and running. You need to ensure that people who are important to your ongoing success actually get to...

Best ways to use video in e-mail; increase list relevance with segmentation.(Net Marketing: Strategies and Techniques for Web M)
November 13, 2006... Question: What are the benefits and drawbacks of using video in e-mails? Answer: Including video in e-mail can yield several key benefits, such as higher response rates, longer interaction times, lower distribution costs and more engaging...

Hilti's grassroots effort drives preference.(Vertical Insight Construction)(Hilti Corp.)(Nicholson Kovac)
November 13, 2006... Byline: ROGER SLAVENS More than a year ago, the Hilti brand of professional construction tools had a whopping 98% customer awareness, as measured by its marketing communications agency, Kansas City, Mo.-based Nicholson Kovac. However, it...

Show notes.(Events)(The McGraw-Hill Companies Inc.- Defense Technology International )(CNN Inspire Summit - CNN Events )
November 13, 2006... `DTI' to boost frequency, launch new event McGraw-Hill Cos.' Defense Technology International announced a series of moves, including a boost in frequency, to enhance its standing in global defense markets. Starting in January, DTI will bump...

Goat or Gloat; A quick comparison of recent work by competing advertisers.(Chasers)(OnSite E-Discovery)(KPMG)
November 13, 2006... Company: OnSite E-Discovery, Alexandria, Va. Agency: In-house Market: Law firms, CIOs of law firms Quick chase: One of the best arguments for running faces in an ad is that they're strong visual magnets. But OnSite E-Discovery blots out the...

Cut to the Chase.(Chasers)(United Technologies Corp.)(MasterCard International Inc.)(McCann-Erickson Inc.)
November 13, 2006... Company: MasterCard, Purchase, N.Y. Agency: McCann Erickson, New York Market: Small business Quick chase: It's another one of those priceless moments from MasterCard, but this one is in the workplace. In the well-scripted, well-produced spot,...

Refreshed and ready for business.(Chasers)(advertising review of British Airways PLC, Air France S.A., Etihad Airways)
November 13, 2006... It is an advertising dogfight as the world's leading airlines scrap to convince businesspeople that they're the best carrier to help them hit the ground running after enduring flights as long as 16 hours. Flying overseas in the lap of luxury is...

Office Depot looks to become service station; After 20 years of `taking care of business' retailer aims to expand beyond selling products.(News)(Cindy Campbell, Office Depot)(Interview)
November 13, 2006... Byline: CAROL KROL Office Depot has been "taking care of business'' for 20 years. The office supply direct marketer and retailer has been celebrating in a number of ways this year, including a custom-published coffee table book about its...

Marketers find Web effective way to reach small companies.(Special Report: Marketing to Small Business)
November 13, 2006... Byline: KATE MADDOX Recognizing that more of their small-business customers are going online to find products and information, b-to-b marketers are becoming more savvy in their use of online marketing tools to reach this audience. One...

Growing in stature; Small business' increasing influence and purchasing power have big marketers competing harder than ever for their attention.(Special Report: Marketing to Small Business)
November 13, 2006... Byline: Kate Maddox As the small-business market continues to grow in size and spending power, more large marketers are targeting this segment with new products, ad campaigns and marketing strategies. According to the U.S. Census...

The value of good pricing policies; How to strike the right balance between setting prices and offering discounts.(Tools & Metrics)
November 13, 2006... Byline: CHRISTOPHER HOSFORD Among the most difficult, almost mystical, tasks marketers face is how to price their products-and in particular whether to discount. Product differentiation, competition and demand, along with myriad other...

Xerox offers makeovers for smaller firms.(Special Report: Marketing to Small Business)
November 13, 2006... Byline: KATE MADDOX Two years ago, Xerox Corp. launched a nationwide promotion called Office Makeover, offering small businesses a complete office redo, with new equipment, furniture and interior design consulting. The goal was to...

Ad spending slows down; Merrill Lynch, Blackfriars reports don't bode well for marketeting expenditures.(Advertising)
November 13, 2006... Byline: KATE MADDOX Citing an economic slowdown, a slump in tech spending, higher oil prices and other factors, several research firms lowered their ad spending forecasts. Merrill Lynch last month changed its global ad forecast this...

Deciding when to discount a premium brand-or not.(Tools & Metrics)(McCoy and Associates Inc.)
November 13, 2006... Byline: CHRISTOPHER HOSFORD McCoy and Associates offers a series of hazardous waste and clean air training seminars around the country for engineers in the environmental, health and safety departments of Fortune 500 companies. In teaching...

Fast Company looks to grow; Magazine has booked dozens of new advertisers since acquisition.(Business Media)(Company overview)
November 13, 2006... Byline: MATTHEW SCHWARTZ Mark Vamos, editor of Fast Company, recalls the reaction he got from media buyers when he went on some sales calls after Mansueto Ventures bought the magazine in June 2005 from Gruner+Jahr USA Publishing for $35...

Indirect.(Direct & Database)(Yankelovich launches Y*Base)(Equifax acquires Austin-Tetra)(direct marketing staffing plans)
November 13, 2006... DM hiring report: a mixed bag Sixty-seven percent of direct marketers plan to increase staff in the fourth quarter, up one percentage point from July, according to a survey by Bernhart Associates Executive Search, a direct marketing...

Web 2.0: Join the revolution; Welcome to a world where customers control how they interact with each other and you. Believe it or not, that's a good thing.(Taking a Closer Look)
November 13, 2006... Byline: Carol Krol Web 2.0-a combination of business processes, principles and technology that enables customer participation and collaboration-is an online juggernaut, a phenomenon with far-reaching implications for marketers. "It's...

Quick Hits.(News)(Mobium Creative Group opens office)(Google launches program)(Dow Jones Online launches video channel)
November 13, 2006... Google to sell newspaper ads Online search giant Google is launching a program that will allow businesses to click Google and buy ad space in The New York Times, The Washington Post and other newspapers, according to several reports....

Granular data lead to precision marketing.(News)
November 13, 2006... Byline: SEAN CALLAHAN Unisys Corp., the technology services company, takes database marketing to its logical conclusion in its latest marketing campaign. The Blue Bell, Pa.-based company launched its "Security Unleashed'' campaign last...

Eliciting emotions should drive experiential marketing goals; Q&A Rick Binford CMO, Experient Inc.(News)(Interview)
November 13, 2006... Byline: Erin Biba Rick Binford is chief marketing officer of Experient Inc. (www.experient-inc.com), a conference planning and solutions agency with offices across the U.S. BtoB spoke with Binford about what first-time experiential...

Hallmark helps out with holiday card etiquette.(Beyond the Biz)(Hallmark Cards Inc.)(Time Inc. usage blogs to make money)(Polaris Industries Inc. advertising campaign)
November 13, 2006... Hallmark Business Expressions calls it "the most blunderful time of the year.'' Rather than spreading cheer and good will, Hallmark said, some companies can strain rather than strengthen business relationships with customers, prospects,...