BtoB articles from November 2007

BtoB archives from November 2007

Build message to fit customer need.(Vertical Insight: Construction)(Industry overview)
November 12, 2007... Byline: MARY E. MORRISON The new-home construction market continues to decline, but that's only one piece of the huge construction vertical. According to McGraw-Hill Construction, a division of McGraw-Hill Cos., through the first nine...

E-newsletter advertising; Here's how advertising in other companies' e-newsletters can help reach an audience of receptive prospects.(NetMarketing)
November 12, 2007... Byline: Karen J. Bannan Sending out your own e-mail newsletters and promotions can be highly effective, but it's not the only form of e-mail marketing. Marketers looking for a comprehensive online marketing program must also consider how...

How to reach execs in construction; Industry outlook.(Vertical Insight: Construction)(Industry overview)
November 12, 2007... Byline: Mary E. Morrison Julian Francis, VP-publishing director of Reed Business Information's Building & Construction Group, joined the company last year after a decade at building materials manufacturer USG Corp., where he had been...

Agenda.(Calendar)
November 12, 2007... Nov. 15 BtoB's NetMarketing Breakfast BtoB Westin San Francisco Market Street www.btobonline.com/breakfasts Nov. 14-15 ITSMA's 2007 Marketing Conference Information Technology Services Marketing Association ...

Lenovo aims to raise its profile in the SMB market.(Special Report: Marketing to Small Business)(Lenovo Group Ltd.)(small-and-midsize business)
November 12, 2007... Byline: KATE MADDOX In July, Beijing-based computer maker Lenovo introduced a rebranding campaign in the U.S. The effort was designed to raise awareness of Lenovo following its acquisition of IBM Corp.'s personal computer division in 2005....

Goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)(Dentsu America)(Brief article)
November 12, 2007... Company: Kyocera Mita America, Fairfield, N.J. Agency: Seiter & Miller Advertising, New York Market: IS Quick chase: An attractive woman in a pink top gestures to a handsome man sporting a yellow tie to come hither. The headline reads: "When...

Timberland's Ever-Guard campaign measures up to competition.(Vertical Insight: Construction)(Winsper)
November 12, 2007... Byline: MARY E. MORRISON When Timberland Co., a manufacturer of footwear, apparel and accessories, launched its Timberland Pro line of work boots in 1999, it entered a category in which competitors had existed for as long as 100 years. To...

Growing influence; Big marketers are devoting more and more resources in trying to reach small businesses.(Special Report: Marketing to Small Business)(Survey)
November 12, 2007... Byline: KATE MADDOX As they seek to expand their market share and grow revenue, b-to-b marketers are increasing their focus on the small-and-midsize business segment. From financial services companies to technology giants, they are rolling...

TechTarget acquires KnowledgeStorm for $58 million.(News)
November 12, 2007... Byline: MATTHEW SCHWARTZ Wedding two of the biggest players in IT lead generation, TechTarget last week acquired KnowledgeStorm, a content site for IT professionals, for about $58 million. "It's a peanut butter-and-jelly combination,''...

Euchner-USA masters art of newsletter advertising.(NetMarketing)
November 12, 2007... Byline: KAREN J. BANNAN Euchner-USA manufactures switches and components for the automobile machine and tool market. Four years ago, the company started expanding into other markets and verticals, courting manufacturers in the packaging,...

Problem solved.
November 12, 2007... Web site: Problem: Introducing new products when traffic skips over the home page and goes directly to interior sections of the site. Solution: The concept of the "home page'' is being redefined as search engines become the natural...

Dealing with the competition in e-newsletter ads; Ask the expert.(NetMarketing)(advertising)
November 12, 2007... Question: What's the best way to place e-mail newsletter ads with the competition in mind? Answer: Placing ads in e-mail newsletters is one of those areas where thinking out of the box pays off. In the b-to-b space, your target is...

Twitter strikes community chord; New Channels.(Opinion)
November 12, 2007... Byline: Paul Gillin If you've been in a meeting with any of the twentysomethings in your company recently, you may have noticed they're paying more attention than usual to their cell phones. Chances are they're "Twittering,'' or partaking...

How to attract global audiences; Doing your homework can help event planning for international attendees go more smoothly.(Events)
November 12, 2007... Byline: ERIN BIBA As globalization makes the world smaller, more U.S. companies find themselves creating b-to-b events for an international audience. Whether marketing at home or abroad, building an event for a crowd from abroad requires...

USPS emphasizes service in campaign; Agency looks to update its image with `Today's mail,' the first new tagline in nearly a decade.(Direct & Database)
November 12, 2007... Byline: CAROL KROL It's not your grandfather's Postal Service. That's the gist of the message behind the U.S. Postal Service's new branding campaign, which is designed to introduce a new tagline for the first time in nearly a decade. ...

Outing 'lazy flacks,' paid introductions and bloggers fly.(Beyond the Biz)
November 12, 2007... The editor in chief of Wired has had his own "I'm as mad as hell and I'm not going to take it anymore'' Howard Beale moment. Only instead of shouting out the window, he blogged. In his blog The Long Tail, Anderson published a lengthy list of...

Corrections.(Correction notice)
November 12, 2007... Due to errors in the "Direct agencies at a glance'' chart (Oct. 8, page 23), a corrected version has been posted online at http://www.btob online.com/directagencychart. In "B-to-b ad networks make slow advance'' (Oct. 8, page 1),...

Siemens rolls out global ad campaign.(News)
November 12, 2007... Byline: KATE MADDOX Timed to coincide with its 160th anniversary, Siemens AG last week introduced an estimated $145 million global ad campaign designed to raise awareness of the company's brand and core businesses. Siemens, founded in...

ANA show highlights changing media, brands.(News)(Association of National Advertisers)
November 12, 2007... Byline: KATE MADDOX Marketers at the Association of National Advertisers' annual conference in Phoenix last month agreed on a couple of key points: The media landscape is changing dramatically and customers are driving interactions with...

The science of surveys; Ask the right questions of the right people, listen to the answers and then do something.(melissa.read@spunlogic.com.)(Column)
November 12, 2007... Byline: Melissa Read I recently came across an odd question in a conference survey. It read: Will you attend the topical dinner? One respondent replied, "Topical dinner? Is that something I can smear all over my body?'' It was then I knew...

cut to the chase.(Chasers)(Microsoft Corp. contract with McCann Worldwide Inc.)(Brief article)
November 12, 2007... Company: Adobe Systems, San Jose, Calif. Agency: N/A Market: IS Quick chase: The banner for Adobe Acrobat 8 lures its audience in with the opportunity to kill some time playing a mindless game of "Pong'' as a way of underscoring the product's...

Message, imagery must work together.(Chasers)
November 12, 2007... They're lovely, they're creative, they're intriguing. What more could you want from an ad? How about a genuine connection between the eye-grabbing imagery and the essential message? All of the ads in this column have stopping power thanks...

CMOs must live up to the boss' expectations.(Opinion)(Chief Marketing Officers)
November 12, 2007... Byline: Bob Liodice It's time for CMOs to rise to the stature of C-suite players. To date, the CMO has not lived up to the CEO's expectations and needs. Too often, the marketing department's focus has been poorly aligned with the CEO's...

Yaskawa branding outreach spurs measurement.(Tools & Metrics)(Yaskawa Electric America Inc.)
November 12, 2007... Byline: Christopher Hosford Yaskawa Electric America manufacturers a wide variety of motion controllers, motors, switches and industrial robot parts, which it sells primarily through channel partners. This year, the company embarked on a...

Following the money; Savvy metrics leverage resource allocations among channel partners.(Tools & Metrics)
November 12, 2007... Byline: CHRISTOPHER HOSFORD Modern technology is producing ever-keener analyses of campaign results, giving marketers sharper rationales for shifting money and effort. Most significant: Technology is revealing more nuances in what produces...

DMA report predicts spending increases.(Direct Marketing Association's)(Direct mail advertising)
November 12, 2007... Byline: CAROL KROL Despite some soft spots in the U.S. economy, direct marketing is expected to grow next year in spending, sales, return on investment and even employment. That's the conclusion of the Direct Marketing Association's "The...

Business publishers defend print, march toward digital.(News)(American Business Media)
November 12, 2007... Byline: MATTHEW SCHWARTZ During American Business Media's Top Management Meeting last week in Chicago several speakers echoed Mark Twain's phrase about reports of his demise, saying the death of print media continues to be greatly...

IN direct.(Direct & Database)(Brief article)
November 12, 2007... Microsoft-MSN DMA's marketer of the year The Direct Marketing Association named Microsoft Corp.'s Microsoft-MSN as its Marketer of the Year for its adCenter campaign as well as its Live Earth project at its annual conference last month. DMA...

Channel marketing ROI big hurdle for marketers.(News)
November 12, 2007... Byline: KATE MADDOX B-to-b marketers that rely on channel partners to sell their products are struggling to improve the ways they measure ROI on their channel marketing investments. "It is incredibly difficult,'' said Martyn...

E-channels let you precisely know your respondents; Ask the expert.(Tools & Metrics)(dialogue with Adam Sarner)(Interview)
November 12, 2007... Byline: Chirstopher Hosford Adam Sarner is principal analyst at Gartner Inc. BtoB recently asked him about trends in marketing resource allocation. BtoB: Determining how to allocate marketing spending would seem to depend on...

Media execs cling to print...too tightly?(Opinion)(American Business Media)
November 12, 2007... Byline: Ellis Booker Last week, about 300 of the publishing industry's movers and shakers convened in Chicago for American Business Media's annual Top Management Meeting. As they have in the past few years, senior-level executives from...

Study: Marketers misallocate media buys.(News)(Survey)
November 12, 2007... Byline: MATTHEW SCHWARTZ ABM survey reveals decision-makers favor industry-specific sites A new survey has found differences between the media that b-to-b marketers use to push their products and services and the media that business...

Web 2.0 shows promise for reaching SMB users; Research.(Special Report: Marketing to Small Business)(Survey)
November 12, 2007... Byline: KATE MADDOX Small and midsize businesses are increasing their use of Web 2.0 tools as information sources, providing greater opportunities to marketers that are trying to reach this audience, according to a new study from market...

Moveo celebrates 20 years in business; Agency development mirrors changes in b-to-b.(Advertising)(Moveo Integrated Branding)(Company overview)
November 12, 2007... Byline: KATE MADDOX Moveo Integrated Branding, which celebrated its 20th anniversary last month, has grown from a b-to-b agency offering advertising and creative services to one that strives to be a strategic brand partner for its clients....

Epson America.(Advertising)(Brief article)
November 12, 2007... Epson America "Epsonality'' Agency: Butler, Shine, Stern & Partners, San Francisco Target audience: Consumers and business decision-makers Campaign objective: Position Epson printers for specific types of users based on their...

Fox looks to build 'BusinessWeek's' momentum; Q&A.(Business Media)(dialogue with Keith Fox)(Interview)
November 12, 2007... Byline: MATTHEW SCHWARTZ Keith Fox was named president of BusinessWeek in April following a three-year stint as president of McGraw-Hill Professional. He took charge at a critical time, as work was under way on a major redesign of the...

QuickHits.(News)(Eyeblaster introduces system to deliver online video advertisements)(CNET Networks Inc. CNET Networks Entertainment acquired FindArticles.com )(advertising revenue forecsated)
November 12, 2007... Outsell projects growth in market research Non-IT market research, reports and services will grow by 8.0% this year to $30.2 billion, according to a new report by research company Outsell. Between 2007 and 2010, non-IT market research,...

Financial industry mum on crisis.(News)
November 12, 2007... Byline: MARY ELLEN PODMOLIK Prolonged silence could wear on firms' brand credibility The nation's top financial firms, many of them dealt a serious blow by the subprime lending crisis, have been strangely silent on one key front. ...

Seek out partners with credibility.(Publisher's Note)(Editorial)
November 26, 2007... Byline: Bob Felsenthal How will you engage your prospects and customers next year? Chances are you will try new things, experiment with new technologies, new online tactics, and increase your measurement of campaign effectiveness. ...

Charts.(Directories)(Brief article)
November 26, 2007... Page Chart 4 Top Advertisers: Source: BtoB analysis of data from TNS Media Intelligence. Ranking for 2006 is based on data collected in 2007. 8 Top Internet Advertisers: Source: BtoB analysis of data from TNS Media Intelligence....

Event Venues.(Events)(Directory)
November 26, 2007... McCormick Place Location: Chicago URL: www.mccormickplace.com Phone: (312) 791-6022 Exhibit space (sq. ft.): 2,200,000 Orange County Convention Center Location: Orlando, Fla. URL: www.orlandoconvention.com ...

Media Power 50.
November 26, 2007... Newspapers Financial Times Phone: (212) 641-6360 URL: www.ft.com Circulation: 139,185*** (U.S.) Ad revenue: N/A Ad rate: $230,000 for 1 page 4/C (U.S.) Comment: The salmon-colored business daily underwent a...

WHO'S WHO in B-to-B.(People)
November 26, 2007... This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry. For this year's report, we focused on nine categories: marketers, agencies, direct and...