B2Bmarketing Biz articles from January 2003

B2Bmarketing Biz archives from January 2003

When Traditional Software Marketing Tactics Fail, Try Adding Workshops to Your Web Site.
January 7, 2003... CHALLENGE: Even though beta-test customers in the commercial mortgage industry called LendingApps' software a "lifesaver", when push came to shove, nobody wanted to shell out $1,000 or more for a license. Marketing Manager Chris Santo...

Deloitte & Touche Uses Clever Radio Ads & Email Newsletter Sponsorships to Get New Clients.
January 14, 2003... CHALLENGE: Christoph Nagel, Deloitte & Touche (D&T) Great Lakes Marketing Director told us this story: "I was at a cocktail reception in 2001 talking to some young Volkswagon executives in upper middle management. After we chatted for a...

Incredibly Unpredictable B2B Viral Campaign Results: The Little Snow Globe That Surprised Everyone.
January 21, 2003... CHALLENGE: e-tractions sends out holiday cards to clients and active prospects every year in hopes of keeping that warm fuzzy lets-do-business feeling going through the cold winter. Two years ago, they decided to bag paper cards and send...

Cost-Estimator Spreadsheet Offer Turns Business Shoppers Online into Buyers.
January 28, 2003... CHALLENGE: When a typical business or procurement executive is looking for a new vendor or service provider these days, they take three steps: Step #1. Go to a favorite search engine and type in what they are looking for Step #2. Look...