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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:
Close-up with Keith Pigues, VP-CMO, Ply Gem Industries
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| Download a copy of BtoB's |
| Interactive Marketing Guide 2008 |
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| EDITOR'S NOTE
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| WEB SITES |
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Chelsea Ely
In the recent past, prospective buyers needed only to arrange a meeting or pick up the phone to connect with a well-versed sales rep, ready to sell a desired product or service. Today, that conversation increasingly takes place online.
April 20, 2009
What lessons can b-to-b Web sites learn from their b-to-c counterparts?
April 20, 2009
Offer dynamic content. Don't just create a site and expect it to be relevant forever. Constantly changing content gives visitors reasons to return time and time again.
April 20, 2009
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Christopher Hosford
Today's technology is increasingly enabling commercial e-mail solutions to get "smarter," integrating the formerly siloed marketing channel with other marketing solutions. It's been a long time coming.
April 20, 2009
Karen J. Bannan
"Don't talk, just listen." It's the motto of some of the most successful business people. It's also a motto you should consider when planning your next e-mail marketing campaign.
April 20, 2009
What trends do you see in commercial e-mail?
April 20, 2009
Business professionals want to know how your products are made and how they are marketed. But e-mail recipients won't automatically open b-to-b e-mails.
April 20, 2009
“As an interactive digital agency, we do much of our marketing through referrals, so one of the things we do is present at various conferences.
April 20, 2009
“We're an Atlanta-based firm focusing on executive search for nonprofit companies. This is our seventh year, and in our third year we discovered e-mail company Constant Contact to help us connect with our clients with our monthly newsletter, “SmorgasBoard.
April 20, 2009
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| SEARCH
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Christopher Hosford
Search marketing remains the sharpest knife in the marketing drawer these days. In the midst of a global advertising slump, the big media agency ZenithOptimedia Group has forecast that U.S. search advertising spending will grow 9% in 2009, while advertising expenditures slide almost 7%.
April 20, 2009
Karen J. Bannan
Challenge: Infrastructure-as-a-service company Bluelock provides cloud computing services—leasing servers, routers, firewalls and network switches—to designers and developers of software-as-a-service.
April 20, 2009
Finding things on a company Web site is important but often frustrating. What are the major pitfalls?
April 20, 2009
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| WEB ANALYTICS |
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Rich Karpinski
Long gone are the days when basic stats about page views would satisfy any marketing group.
April 20, 2009
What is the state of Web analytics these days?
April 20, 2009
Marketers and IT too often don't communicate; as a result, analytics are not always in place.
April 20, 2009
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| ONLINE EVENTS |
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Charlotte Woolard
Intel Corp. tracked the articles that reporters who attended the debut of its corporate desktop last year generated after the launch event and found that the percentage of stories containing its key message rose from the typical 64% to a whopping 100%.
April 20, 2009
What kind of material is most effective?
April 20, 2009
Placement is key to driving booth traffic, even in a virtual world. Marketers should count the number of mouse clicks it takes for attendees to access their booth.
April 20, 2009
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| SOCIAL MEDIA |
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How much time does a social media campaign take to pay off?
April 20, 2009
Twitter Search, Google Blogsearch and Technorati.com can find out whether people are talking about you or your products as well as other useful information.
April 20, 2009
EverythingCU.com began as an online informational resource for credit union marketing professionals in 2001.
April 20, 2009
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| ONLINE ADVERTISING
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Kate Maddox
Online may be the only medium that continues to see advertising growth in the recession, although the phenomenal expansion of the past decade is slowing as the overall economy slumps.
April 20, 2009
How are advertisers focusing their online advertising in the recession?
April 20, 2009
Re-evaluate the opportunity cost for campaigns that take a lot of effort.
April 20, 2009
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| MULTIMEDIA |
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Karen J. Bannan
This time last year, b-to-b advertisers were using video, but what they were doing could be compared to Dorothy's Kansas in “The Wizard of Oz”: boring and gray.
April 20, 2009
Why is video becoming more pervasive in b-to-b marketing?
April 20, 2009
Be relevant.Yes, you're selling something, but videos must educate or entertain.
April 20, 2009
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| ONLINE PUBLICATIONS |
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Sean Callahan
Patrick Esposito is the kind of marketing director b-to-b media companies have seen too frequently since the economic slump hit hard last fall.
April 20, 2009
What lead-generation techniques are being offered by online publishers?
April 20, 2009
Does the site provide timely information that is sought after by the audience? Is it easy to navigate, and does it offer lots of opportunities for user involvement?
April 20, 2009
“I think some people still believe that you can put up a Web site with banner ads and be an online publisher. That is online publishing 10 years ago. The game has changed tremendously. You need comprehensive and targeted solutions that ultimately result in lead generation.
April 20, 2009
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| INTERACTIVE AGENCIES |
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Kate Maddox
As marketers shift more of their spending to online media in a down economy, interactive and full-service agencies are ramping up their offerings in social media, online video and viral marketing, as well as more-established areas such as search and e-mail.
April 20, 2009
Kate Maddox
As the overall economy slumped in 2008, interactive agencies reaped the benefits of marketers' shift in spending to more affordable, trackable online media.
April 20, 2009
Which interactive areas are growing the most at your agency?
April 20, 2009
Define the business objective upfront, even when using new media such as social networks and viral video.
April 20, 2009
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| FUTURE |
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Emanuel Rosen
Academics are often criticized for living in ivory towers, but in the field of word-of-mouth marketing, scholars have created a body of research with very practical applications. It's too bad that most of this research never moves beyond academic journals.
April 20, 2009
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