MARKETING STORIES
FROM BtoB's NEWSLETTERS
Charlotte Woolard
IBM Inc. produced more than 200 interactive online events last year, carrying marketing messages, educational sessions and expert advice to global audiences via a digital channel it calls the IBM Global Virtual Events Center.
April 09, 2012
John Kennedy, VP-corporate marketing, IBM Corp.“We see solutions marketing as an extension of our brand. IBM has been doing solutions marketing for a very long time, defining a solution as when we're able to bring many parts of our portfolio together, including hardware, software...
May 16, 2012
OTHER MARKETING STORIES
STORIES FROM THE CURRENT ISSUE OF BtoB
Kate Maddox
Motorola Solutions put it in its name. Dow Chemical launched a new ad campaign around it. IBM has made it a core part of its business. Solutions marketing—an approach that focuses on offering a combination of products and services to help solve unique customer problems—is being embraced...
May 14, 2012
Sean Callahan
Amazon.com last month introduced AmazonSupply, an e-commerce b-to-b business that offers industrial supplies such as fasteners, janitorial products and power tools.
May 14, 2012
OTHER CURRENT STORIES
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| Belinda Hudmon, senior director-integrated marketing at Motorola Solutions talks with BtoB about how Motorola is using social media. She explains how the company first focused on Facebook because its customers were already having a dialogue in the space and that Motorola could contribute something valuable to the conversation. WATCH NOW |
VIEWS AND OPINIONS
John Obrecht
For years now, as I've headed off on vacation, I've sent around an email to my work colleagues saying I'll have my cellphone—or more recently, smartphone—with me, and then delivered this smug caveat: “But I may not be reachable where I'm going.”
May 14, 2012
Tom Jacobs
In earlier times for communications technology, marketers had much more influence and control over their audiences, providing key information to them through push and pull tactics. Financial outlay and ROI-directed investment, and so marketing activities, were neatly categorized as either...
May 14, 2012
Laura Ries
In a world awash in words, emails, tweets and texts, it might be surprising to read that the best way to connect with a human is with a visual.
May 14, 2012
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| SPECIAL REPORT |
he lead-gen process relies on multiple factors, and ideally many channels. Like never before, marketing integration, using ever-more sophisticated tools and metrics, along with sales/marketing alignment is helping perfect lead-gen efforts.
May 15, 2012
It's fast becoming axiomatic in b-to-b media that innovation builds the corporation. Or at the very least, innovation helps the corporation keep pace with the rapid changes transforming the media skyline. Consider, for example, News Corp.'s Wall Street Journal. The brand, which has topped...
May 15, 2012
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| NEW CHANNELS |
I've had too many recent conversations with colleagues in their 40s and 50s who have suddenly found themselves unemployed and unprepared. Many thought their companies would always look out for them, but corporate fealty died out two recessions ago. Today, the onus is on each of us to promote...
May 14, 2012
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Read the most popular stories on BtoB's site for the past seven days.
05/10/12
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