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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
CMO Close-Up with Steve Liguori, executive director-global marketing at GE
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DAILY HEADLINES
Norwalk, Conn.—Xerox Corp. will introduce an integrated brand campaign on Sept. 7, designed to shift its positioning from a product company to more of a services-oriented company, said Xerox CMO Christa Carone.
 
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FEATURED STORIES


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.
September 02, 2010  COMMENT ON THIS STORY
 
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
August 16, 2010  COMMENT ON THIS STORY
 
The resignation earlier this month of Hewlett-Packard Co. Chairman and President-CEO Mark Hurd has set off two waves of speculation.
August 16, 2010  COMMENT ON THIS STORY
 
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

B2B Marketing Magazine


 

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.
August 16, 2010  COMMENT ON THIS STORY
 
 
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.
August 16, 2010  COMMENT ON THIS STORY
 
 
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.
August 16, 2010  COMMENT ON THIS STORY
 
 

 
Special Report
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
 

 

NEW CHANNELS
Paul Gillin
  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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