MARKETING STORIES
FROM BtoB's NEWSLETTERS
Last year freight logistics company FreightCenter.com catered to both b2b and b-to-c customers. However, the customer split was uneven: 70% of its clients were consumers and only 30% were businesses. This was a problem, said Sylvia Pankiewicz, marketing manager for FreightCenter.
Email paves the way for the most effective lead-generation campaigns. We recently conducted a study of 87 lead-generation campaigns representing almost 481,000 total touches and found that response rates can double by sending an email before making a call.
September 02, 2010
OTHER MARKETING STORIES
> Harte-Hanks acquires UK-based business information company
> ‘Where will you focus your marketing efforts in the fourth quarter?'
> CMO Close-Up with Steve Liguori, executive director-global marketing at GE
> Study finds compiled list accuracy varies by vendor, technology
> Email campaign management: Three rules of engagement
STORIES FROM THE CURRENT ISSUE OF BtoB
Marketing to CMOs is tricky, but a little listening and a lot of knowledge go a long way
The resignation earlier this month of Hewlett-Packard Co. Chairman and President-CEO Mark Hurd has set off two waves of speculation.
OTHER CURRENT STORIES
> Financial services advertising roars back
> GE's global marketing opens online community
> Kimmel brings agency experience to DMA
> Making the ROI case for social media
> Marketers working toward social, search integration
> More personal, more persuasive
> Failing the headline test
> What b2b digital marketers can learn from consumer side
> Talking the Talk in D.C.
> What it takes to win with your customers
BEYOND THE BIZ
In a ReadWriteWeb blog post last month writen by editor in chief Richard MacManus , it was reported that John Curran, president-CEO of the American Registry for Internet Numbers, said the Internet will run out of available Web addresses in fewer than 12 months.
> Service Points
> A measured glance
VIEWS AND OPINIONS
Hewlett-Packard Co. has come a long way since Bill Hewlett and Dave Packard began tinkering with a used Sears Roebuck drill press in a garage in Palo Alto, Calif. The company they founded Jan.
Tom Hespos, Underscore Marketing
Many b2b marketers might scoff at the suggestion, but they could learn a great deal about digital advertising from their consumer marketing counterparts.
Mark Amtower, Amtower & Co
One of the first missteps b2b marketers make when they initiate a business-to-government marketing program is either not using “govspeak” or misusing it. Govspeak is the jargon those in the b-to-g market—feds and contractors alike—use.
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Special Report |
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As b-to-b marketers produce more custom content—from magazines to white papers and from webcasts to blogs—it's getting harder to tell the marketers from the publishers.
August 16, 2010
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NEW CHANNELS |
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Paul Gillin
Executives eager to avoid getting involved in the whole social media thing frequently cite lack of clear return on investment as a shortcoming. It's time to put that misperception to bed.
August 16, 2010
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