BtoB articles from November 2008

BtoB archives from November 2008

BtoBonline.com.(Opinion)
November 10, 2008... Polls taken during "Manage. Measure. Monetize: Simplifying Online Marketing in a Web 2.Overwhelmed World" webcast, 10/8/08 Survey says! Recent BtoB webcast audience poll results: How is the current economic downturn affecting your plans...

Bad news for newspapers.(News)
November 10, 2008... Byline: SEAN CALLAHAN Online competition forces big changes at some print stalwarts "Yesterday's news is tomorrow's fish and chip papers,'' a wise man once said about newspapers. Over the past decade, the Internet has transformed...

Campaign rewrites rules; New channels.(political campaigns )(Viewpoint essay)
November 10, 2008... Byline: Paul Gillin The most revolutionary number in a numbers-crazed presidential campaign turned out not to be the margin of victory, the size of the turnout or the number of electoral votes. It was 3.2 million. That's how many...

Debuting product at show helps ITW manufacture interest.(Vertical Insight: Construction)(ITW Industrial Fastening )
November 10, 2008... Byline: MARY E. MORRISON Elgin, Ill.-based ITW Industrial Fastening is a provider of wood fastening solutions. The company's DuoFast brand features tools and fasteners for professional use on construction sites, for remodeling, in...

Construction pros consider new media; industry outlook.(Vertical Insight: Construction)
November 10, 2008... As management supervisor at marketing agency Eric Mower & Associates, Donna Ricciardi focuses on clients in the building and construction markets, such as electrical wiring device supplier Pass & Seymour/Legrand. BtoB recently spoke to...

No small comfort; As small businesses try to make sense of the reeling economy, b-to-b marketers reach out with offers of understanding and assistance.(Special Report: Marketing to Small Business)
November 10, 2008... Byline: Kate Maddox To address the needs of small businesses concerned about the economy, b-to-b marketers are using a mix of programs-from cost-saving offers to online resources-that help explain what the downturn means to this sector....

Measuring call centers; Better metrics help marketers with contacts, offers, follow-up.(Tools & Metrics)
November 10, 2008... Byline: CHRISTOPHER HOSFORD For companies that maintain inbound call centers, tasks such as measuring response quality and call resolution, or triaging calls to the right place, can do a lot for customer satisfaction and retention. But...

E-mail metrics; How the latest measurement tools can help you market through tough times.(NetMarketing)
November 10, 2008... Byline: Karen J. Bannan Cutting costs and wringing additional revenue out of existing products is always a good idea, but never more so than now. Yet most e-mail marketers don't know that they can contribute to this strategy by...

Glue Dots follows metrics to ensure postevent e-mails stick.(NetMarketing)(Glue Dots International)
November 10, 2008... Byline: KAREN J. BANNAN Glue Dots International is a small company with a big reach. Its pressure-sensitive glue products are sold to industrial manufacturers as well as large craft stores across the country. The company sells through a...

Problem solved.(NetMarketing)(management of websites)
November 10, 2008... Search Problem: How do I define and measure the value of a visitor to my Web site and optimize keywords accordingly? Solution: Make a list of all the different touch points on your Web site, such as registering for e-mail updates or...

Social media tops agenda at 'BtoB' NetMarketing event.(News)(Brief article)
November 10, 2008... Byline: CHRISTOPHER HOSFORD The cost-efficiencies and networking value of social media are increasingly attractive to b-to-b companies, panelists said last month at BtoB's NetMarketing Breakfast in New York. "You have to open up a...

Warrillow: A good time to market to small biz.(Special Report: Marketing to Small Business)
November 10, 2008... Byline: KATE MADDOX Despite concerns about the failing economy, small-business owners are optimistic about their own business prospects and are investing in certain types of products and services-making now a good time to market to them,...

Visa uses Facebook network to reach small businesses.(Special Report: Marketing to Small Business)
November 10, 2008... Byline: KATE MADDOX Looking for ways to connect with small businesses and raise awareness of its brand, Visa Inc. earlier this year set up the Visa Business Network on Facebook-the first time it has used social networking as a major b-to-b...

Newspapers' circulation down.(Special Report: Marketing to Small Business)(Audit Bureau of Circulations)(Report)(Brief article)
November 10, 2008... Byline: Nat Ives The decline in newspapers' paid circulation is accelerating, according to new statistics released late last month from the Audit Bureau of Circulations. Papers' average weekday paid circulation fell to 38.2 million copies...

Marketers brace for change following election.(News)
November 10, 2008... Byline: IRA TEINOWITZ Now that the election's over and Sen. Barack Obama is the president-elect, the real fighting can begin. With the Democrats riding to victory with promises of change, it's a safe bet the next Congress and...

Ads should capture company's character.(Chasers)
November 10, 2008... An ad speaks volumes about the advertiser and is the company's best opportunity to portray its personality-the things that will make it liked, respected and admired. Done right, an ad sends unmistakable signals about the company's...

Goat or gloat; A quick comparison of recent work by competing advertisers.(Chasers)
November 10, 2008... Company: Victorinox Swiss Army, Monroe, Conn. Agency: In-house Market: Incentives managers Quick chase: Victorinox Swiss Army, the famous maker of the ultimate symbol of versatility, displays its wares in workmanlike fashion. The straight-up...

Cut to the chase.(Chasers)(advertising of Advanced Micro Devices Inc. and Electronic Data Systems Corp.)(Brief article)
November 10, 2008... Company: AMD, Sunnyvale, Calif. Agency: Young and Rubicam, San Francisco, and Sicola Martin, San Francisco Market: CIOs, CEOs Quick chase: This AMD ad reminds us of a long-ago time when industrial ad copy was often long and frequently told a...

Promoting events with social media.(Events)
November 10, 2008... Byline: ERIN BIBA Social networking isn't just for tweens anymore. B-to-b audiences are flocking to the Web in their personal and professional lives-using sites such as Facebook and Twitter to network with others in their community. And...

Study reveals habits of top executives.(News)(Survey)
November 10, 2008... Byline: KATE MADDOX Top business executives are concerned chiefly about the volatile economy, heavy users of all types of media and increasingly turning to such new media as blogs, podcasts and streaming video as information sources. ...

indirect.(Direct & Database)(awards of Direct Marketing Association)(product development of infoUSA Inc.)(Yellowbook.com teams up with YouTube.com )
November 10, 2008... Global agencies dominate DMA ECHO Awards International direct marketing campaigns dominated the Direct Marketing Association's 2008 International ECHO Awards competition. Ninety-two ECHO awards were presented last month at the DMA08 annual...

BT secures social media presence; Engaging customers online helped build network security brand in U.S.(Direct & Database)(BT North America Inc.)
November 10, 2008... Byline: CHRISTOPHER HOSFORD Question: How do you establish a marketing dialogue with a smallish, specialized market largely influenced by thought-leaders and solutions? Answer: Become a thought leader and offer solutions. That was...

Shakeout ahead for Web 2.0?(News)
November 10, 2008... Byline: CHRISTOPHER HOSFORD Traditional tactics may grow in cost-conscious times The country's deepening economic woes may do more than slow traditional marketing campaigns in favor of digital outreach. It also could cause marketers to...

QuickHits.(News)(Ian Smith appointed at Reed Elsevier PLC)(advertising of AT&T Inc.)(Walter Karl Cos. introduces lead-generation service )
November 10, 2008... Google nixes Yahoo advertising partnership Google has decided to drop its attempt to forge a joint advertising partnership with search rival Yahoo in the face of mounting pressure from antitrust regulators and nervous consumers. The...

DMA: Focus on ad ethics, self-regulation.(News)(Direct Marketing Association)
November 10, 2008... Byline: CHRISTOPHER HOSFORD Direct marketers must work together to head off regulatory restrictions, developing cohesive solutions to advertising ethics and direct mail-delivery issues. That was the message delivered by John Greco,...

Marketing budgets showing resilience.(News)(Association of National Advertisers)(Survey)
November 10, 2008... Byline: KATE MADDOX ANA survey finds 27% of marketers plan to boost budgets in response to economy While many companies are cutting marketing budgets in response to the economic downturn, a surprising number are increasing them during...

Search marketing remains strong.(News)(Direct Marketing Association)
November 10, 2008... Byline: CHRISTOPHER HOSFORD Despite the faltering economy, search marketing is holding up well, as marketers focus on tools that promise the strongest return on investment. How long that will last is uncertain, but for now search ad...

Agenda.(News)(Brief article)(Calendar)
November 10, 2008... Nov. 11 BtoB's Best Awards Luncheon BtoB Edison Ballroom, New York www.btobonline.com/bestluncheon Nov. 20 BtoB's NetMarketing Breakfast, Chicago BtoB Intercontinental Chicago ...

newcampaigns.(Advertising)
November 10, 2008... The New York Times "To the Power of the Times'' Agency: In-house Target audience: Advertising decision-makers, including CMOs and media buyers Campaign objective: Reinvigorate The New York Times' dialogue with advertisers and remind...

Financial ads flourishing; Economic woes don't stop aggressive marketing of investment products.(Advertising)
November 10, 2008... Byline: KATE MADDOX As the stock market continues its wild ride, financial marketers are rolling out a steady stream of ad campaigns designed to pitch products and services to investors and traders as well as promote themes of stability...

Economic crisis a boon for 'FT'; U.K.-based newspaper's push in U.S. pays off as readers seek global perspective.(Business Media)(Financial Times Ltd.)(Financial report)
November 10, 2008... Byline: DANIEL MCCARTHY The Wall Street meltdown and global financial crisis haven't been bad news for everyone. Take the case of the Financial Times, the U.K.-based business newspaper that has been expanding its presence in the U.S. in...

media notes.(Business Media)(United Business Media's TechInsights creates a new performance marketing unit)(Crain Communications Inc. acquires Analysts Inc.)(TargetSpot acquires Ronning Lipset Radio)(Brief article)
November 10, 2008... TechInsights bolsters performance marketing United Business Media's TechInsights last month announced the creation of a new performance marketing unit designed to produce measurable ROI for tech marketers. Through consultation, TechInsights...

Budgets holding up-for now.(Opinion)(Column)
November 10, 2008... Byline: Ellis Booker Last December in this space, I wrote: "The last economic downturn, the dot-com bust, spurred a welcome change throughout the marketing profession, which was driven to become more analytical, systematic and...

Data analysis moves call centers from tactical to strategic; Ask the expert.(Tools & Metrics)(Interview)
November 10, 2008... Keith Dawson is principal analyst-contact center practice at Frost & Sullivan. BtoB recently asked him about trends in contact center metrics. BtoB: What are the major challenges in perfecting the call center function? Dawson: First...

Combine explicit data with implicit behavior.(Special Report: Lead Generation)(Viewpoint essay)(Brief article)
November 10, 2008... Byline: Richard Karpinski An effective lead-nurturing campaign starts with bringing leads into the funnel, no matter what the source-webinars, search marketing, banner ads, offline or events. The key is to combine explicit data about a...

Learning to nurture; Make the most of the leads you already know-and who know you-to succeed in a down economy.(Special Report: Lead Generation)
November 10, 2008... Byline: Richard Karpinski What if you could access a large pool of potential customers that were already aware of your company and its products, open to being educated and agreeable to receiving e-mails and other communications straight...

Hager finds ways to keep leads engaged.(Special Report: Lead Generation)(Hager Electro)
November 10, 2008... Byline: RICHARD KARPINSKI As a commercial lighting and electrical components company, Hager Electro, Obernai, France has a typically complicated b-to-b sales model, encompassing electricians, distributors and builders themselves. Few...

A greener Gore, money pits galore, Pink Floyd's lore; Beyond the biz.(News)(All Terrain Company Inc.)(environmental aspects of marketing industry)
November 10, 2008... In the past, the "Go green'' mantra was spread by granola types, trendy celebrities and Al Gore. Now, the eco-friendly message is coming from corporate conglomerates, "hockey moms'' and, well, still Al Gore. But while it may appear that most...

Building your message for a tough market; Struggling sector forces marketers to choose how and where to connect.(Vertical Insight: Construction)
November 10, 2008... Byline: MARY E. MORRISON It's tough times in the construction industry, and companies trying to market their products and services to construction professionals are turning to more efficient and targeted tactics in an effort to remain...

Enhanced contact center drives BNY Mellon loyalty.(Tools & Metrics)(BNY Mellon Shareowner Services)
November 10, 2008... Byline: CHRISTOPHER HOSFORD Contact centers serve many functions, from the mundane (change of address) to the profane (irate complaints) and the arcane (technical service). But a center's value as a marketing tool-specifically as a...

Media Power 50.(Directory)
November 24, 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 expanded its relationship with...

Who's who in B-to-B.
November 24, 2008... MARKETERS Susan Bostrom What: Exec VP-CMO, global policy and government affairs Where: Cisco Systems, San Jose, Calif. Why: Bostrom, who has served as CMO for two years, is responsible for positioning, branding, advertising and growth...

Marketers need to lead the way.(Publisher's Note)
November 24, 2008... Byline: Bob Felsenthal The year 2009 is one in which we will all be challenged to drive more leads, more results, and do it more efficiently. You are now much more adept at being accountable, proving marketing worth, brand-building and...

Event venues.
November 24, 2008... McCormick Place Location: Chicago URL: www.mccormickplace.com Phone: (312) 791-7000 Exhibit space (sq. ft.): 2,700,000 Orange County Convention Center Location: Orlando, Fla. URL: www.orlandoconvention.com ...