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By Lori Wizdo,
principal analyst, Forrester Research
SPECIAL REPORT
MARKETING AUTOMATION
E-COMMERCE
CONTENT MARKETING
DIRECT
FEATURES
GUIDES
RESOURCES
MEDIA BUSINESS
ABOUT US
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Download a PDF of the January 2007 Issue
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SPECIAL REPORT
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NEWS
Google's newspaper ad program passes beta, but questions linger
Although it is still in the test phase, newspaper and advertising executives are responding favorably to Google's newspaper ad program that allows advertisers to go online to bid on ad inventory in daily newspapers.
Kate Maddox
From posting videos on YouTube.com to featuring user-generated content in marketing programs, b-to-b marketers are stepping up their social media—with positive results.
Matthew Schwartz
Jim Garrity, exec VP-CMO of financial services company Wachovia Corp., has been impressed with the redesigned Wall Street Journal, which rolled out Jan. 2.
Matthew Schwartz
When Teresa Poggenpohl, executive director-global advertising and brand management at Accenture, flies first class, she makes sure to check out what her fellow executives do to pass the time.
Carol Krol
United Parcel Service of America kicked off a $35 million campaign dubbed "Whiteboard" with a national TV spot on Jan. 6.
Carol Krol
Last month, President Bush signed into law postal reform legislation that provides for the first major overhaul of the U.S. Postal Service since the Postal Reorganization Act of 1970, which transformed the old cabinet-level Post Office Department into the current USPS.
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OPINION
Marketing job market 'sizzling'
Executive recruiters and owners of online job boards agree: The market for marketing jobs is hot, hot, hot.
Let's shatter two myths: First, brand does not belong to marketing. In fact, when leveraged well, brand is a powerful tool that can be used by sales to boost your company's performance and profits. Second, brand is as essential in the b-to-b setting as it is in the b-to-c arena.
Recently, I spoke with the chief sales officer of a $1 billion-plus enterprise software company and asked him what percentage of his sales pipeline should be directly attributable to marketing-related efforts. He quickly answered: 60% to 70%.
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Corrections
Charlotte Woolard
A soft economy after 9/11, the loss of airline ticket commissions and the rise of online booking services whittled the number of advertising pages in the b-to-b travel niche, leaving publishers scrambling to maintain the bottom line in a contracting market.
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EVENTS
Software eases big event woes
In August, Cisco Systems, a supplier of networking equipment and management, decided to integrate each of its sales meetings into one large Global Sales Meeting.
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DIRECT & DATABASE
Unisys gets boost from good data
By improving the accuracy of its data-bases, global technology services company Unisys Corp., based in Blue Bell, Pa., was able to reduce bad or out-of-date contacts within targeted accounts by 15% over the past year.
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NETMARKETING
Email pitfalls
Everyone, it seems, is doing email marketing, but very few are getting it right. Companies are sending out ineffective, undeliverable or just plain bad marketing emails.
Karen J. Bannan
Corel's customer base is eclectic—consumers, as well as small and large companies, buy and use its word processing, drawing and photo manipulation software. Last year, the Ontario-based company was preparing to announce an upgrade to an existing software package.
Problem: ROI happens fast with a Web analytics tool. After the quick fixes, value gets harder and harder to realize. Then what? Problem: We use both paid and organic search.
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(No heading)
Corrections
Charlotte Woolard
A soft economy after 9/11, the loss of airline ticket commissions and the rise of online booking services whittled the number of advertising pages in the b-to-b travel niche, leaving publishers scrambling to maintain the bottom line in a contracting market.
Feb. 7-8
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CHASERS: FEATURE
Give me some space, please
Clutter, clutter everywhere. It clogs our in-baskets, it piles up on our desks and it even finds its way into the b-to-b ads we read. Clutter in an ad is more than a nuisance; it can be enough of a distraction to drive a reader from the page.
Company: Panasonic, Secaucus, N.J. Agency: Sigma Group, Oradell, N.J. Market: Mobile executives Quick chase: Seeing is believing, which is why this spot for Panasonic's Toughbook laptop computer is so effective.
Company: Duff & Phelps, New York Agency: Della Femina Rothschild Jeary & Partners, New York Market: Chief executives, chief financial officers Quick chase: With his left foot pivoting on the dot in Miami and his left hand secured on the dot in New York, a businessman appears to be reaching across...
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