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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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The leading business to business marketing magazine

 
 
SPECIAL REPORT
 
Lessons learned from marketing in a recession
Kate Maddox
B-to-b marketers, forced to slash budgets during the worst economic period in decades, said they have learned valuable lessons about marketing in a recession that they will use even as the recovery gets under way.
November 16, 2009
 
Individual touch points
Small businesses aren't called the backbone of the U.S. economy for nothing. Though their day-to-day business may not make headlines, companies with fewer than 500 employees account for approximately 99% of the 29.6 million businesses in the U.S. and employ 60.2 million people—just over half of U.S.
November 16, 2009
 
Nearly 40% of marketers plan to boost budgets
  
Kate Maddox
As the economy slowly shows signs of recovery, almost 40% of b-to-b marketers say they plan to boost their marketing budgets next year, according to BtoB's “2010 Outlook: Marketing Priorities and Plans” survey.
November 16, 2009
 
 
Segmentation, specificity boost FranchiseOpportunities.com
  
Karen J. Bannan
Decade-old FranchiseOpportunities.com is an online directory that links up people looking to buy and to sell franchise businesses. Investors come to the site to find businesses opportunities and request further information.
November 16, 2009
 
NEWS
 
Making a splash after the crash
It's been a year since the meltdown on Wall Street, and financial institutions of all sorts are pumping out ad cam-paigns designed to stimulate spending and jumpstart the still-stalled economy.
November 16, 2009
 
Marketers explore the era of the 'hyper-active lead'
Christopher Hosford
The impact of social media, both for marketers and publishers, was the focus of BtoB's NetMarketing Breakfast on Oct. 29 in New York.
November 16, 2009
 
"BtoB' honors Amex's Shinder, John Deere ads
Christopher Hosford
Marcy Shinder, VP-brand management for American Express OPEN, was recognized as BtoB's Top Marketer of 2009 at BtoB's Best luncheon last week in Manhattan.
November 16, 2009
 
SRDS offers integrated online, print database
Sean Callahan
Standard Rate & Data Service did some research earlier this year that revealed print media buyers were often buying digital media to reach the same audience as in print.
November 16, 2009
 
DMA pushes self-regulation of behavioral advertising
Christopher Hosford
The importance of self-regulation of Internet advertising and maintaining the health of direct mail via the U.S. postal system were two major themes stressed by John A.
November 16, 2009
 
Ad:tech New York draws big crowd
Christopher Hosford
Almost 10,000 attendees crowded ad:tech New York expo aisles and conference sessions Nov. 4-6 at the Jacob K. Javits Convention Center, belying the economic hard times.
November 16, 2009
 
OPINION
 
Painting with numbers
  
Dan Soloman, CEO, Virilion Inc.
In advertising and marketing, the “quants” seem to be taking over. At least they have a strong wind at their back.
November 16, 2009
 
 
When uncertainty is normal
  
Howard Sherman, president, Doremus
Recently, Doremus and the Financial Times collaborated on a survey called “Decision Dynamic” in which 470 senior-level executives around the world were asked, “Which supplier is most likely to get work from you in tough times as compared to prosperous times?”
November 16, 2009
 
 
FTC: No faux social messaging
  
Ellis Booker
The social media universe lit up last week, reacting to the Federal Trade Commission's 4-to-0 vote to update its rules governing endorsements.
October 12, 2009
 
 
NEW CHANNELS
 
Looking under the Astroturf
AT&T has been absorbing body blows over the last three weeks for its use of pressure tactics to get employees to register their opposition to the government's proposed “network neutrality” rules without revealing that they are AT&T employees.
November 16, 2009
 
ADVERTISING
 
Forecasts show slow growth
Kate Maddox
Revised ad forecasts issued by several major research firms and media companies last month indicate that while the market appears to have bottomed out this year, ad spending growth over the next five years will be painstakingly slow.
November 16, 2009
 
Two ads for the price of one
  
Brand advertising is subtle, consistent and best done on a long-term basis. Direct response advertising, on the other hand, is demanding, expedient and all about instant gratification. And never the twain shall meet. Right?
November 16, 2009
 
 
BUSINESS MEDIA
 
Moving beyond the recession
Sean Callahan
American Business Media's Executive Forum, held Nov. 3-4 in New York, showed clear evidence the b-to-b media sector is in a deep hole.
November 16, 2009
 
EVENTS
 
Cisco connects sales virtually
  
Erin Biba
When the events team at Cisco Systems, a networking and communications company, learned last year that its 2009 global sales conference would be canceled, it decided to bring the company's international sales team together online rather than abandon the event completely.
November 16, 2009
 
DIRECT & DATABASE
 
Individual touch points
Small businesses aren't called the backbone of the U.S. economy for nothing. Though their day-to-day business may not make headlines, companies with fewer than 500 employees account for approximately 99% of the 29.6 million businesses in the U.S. and employ 60.2 million people—just over half of U.S.
November 16, 2009
 
Custom publishing on the upswing
Christopher Hosford
There was a time when custom publishing entailed a few pages of “advertorial” in an appropriate trade publication or, more ambitiously, an extended advertising vehicle in the guise of an actual magazine. Content was “fluff.” Nearby ads, all too obviously, echoed the fluff.
November 16, 2009
 
Small-business psychographics
Small-business owners likely fall into one of three main attitudinal profiles, according to the Enterprise Council on Small Business.
November 16, 2009
 
NETMARKETING
 
Search diversity
Search marketing continues to evolve rapidly, even as it fragments into complementary variants such as local, real-time, video and mobile.
November 16, 2009
 
Razorleaf's content marketing drives search
Christopher Hosford
Marketing integration is perhaps most obvious in the realm of search. The query-plus-results process supports and is supported by display ads, social and e-marketing, and targeted remarketing.
November 16, 2009
 
International search offers opportunities
Ian Harris is CEO of Search Laboratory (www.searchlaboratory.com) in Leeds, England. BtoB recently asked him about best practices in international search marketing.
November 16, 2009
 
VERTICAL INSIGHT
 
New media takes root with ag pros
Mary E. Morrison
The agriculture industry has typically lagged other b-to-b markets in its adoption of new media technologies, but marketers interested in reaching this lucrative audience will find that has started to change.
November 16, 2009
 
Agriculture sector weathers economic storm
Steve Custer Exec Vp- Publishing, Farm Journal Media
As exec VP-publishing for Farm Journal Media, Steve Custer has overall responsibility for Farm Journal and Top Producer magazines.
November 16, 2009
 
Monsanto cultivates online partnership with Weather.com
  
Mary E. Morrison
Timely, accurate information about the weather is critical to farmers, so when Monsanto Co., a provider of agricultural seed and technology, was looking for ways to connect with this audience online, the company decided to deliver its marketing message on a weather-related Web site.
November 16, 2009
 
BEYOND THE BIZ
 
Fiorina's race
Dillon White
When former Hewlett-Packard Co. CEO Carly Fiorina announced her candidacy for a U.S. Senate seat in the California Republican primary last week, she argued that her business experience with HP made her the only candidate with a chance to challenge longtime Democratic incumbent Barbara Boxer.
November 16, 2009
 
 
Shirtloads of money
Former marketing professional Jason Sadler hasn’t had to wash his clothes in more than a year, but that hasn’t hurt his job prospects. In 2008, the 26-year-old from Florida started his own human billboard service, www.iwearyourshirt.com.
November 16, 2009
 
Tidy bowl space
  
Tanya Meyer
Flush with creativity. In a stroke of marketing brilliance, West Coast creative experts have transformed the average toilet tank from a bland porcelain box to a stylish canvas for domestic and commercial art.
November 16, 2009
 
CHASERS
 
Two ads for the price of one
  
Brand advertising is subtle, consistent and best done on a long-term basis. Direct response advertising, on the other hand, is demanding, expedient and all about instant gratification. And never the twain shall meet. Right?
November 16, 2009
 
 


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