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Download a PDF of the July 2007 Issue
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SPECIAL REPORT
Who's Who in B-to-B 2007
This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry.
What: Advertising analyst
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NEWS
Marketers discover analytics'power
After using Web analytics across its product line for a little more a year, security software maker Symantec Corp. is now doing a lot more than simply measuring click-throughs.
Matthew Schwartz
As green becomes a more vibrant hue in corporate America, new media and marketing companies are emerging to help b-to-b marketers reach an expanding pool of environmentally conscious buyers.
Richard Karpinski
As quickly as b-to-b marketers assimilate and take advantage of new Web 2.0 technologies, new capabilities are roaring down the pike—at Internet speed—presenting new challenges and opportunities.
Kate Maddox
Citing cautious ad spending by marketers in a slowing economy, several media tracking firms lowered their ad spending forecasts for this year and made preliminary projections for next year, when spending is expected to pick up due to the Beijing Summer Olympics and the U.S. presidential election.
Fran Grigsby
Most firms that begin doing business in EU countries are surprised by the impact on their company as a whole. Marketing, HR, sales and finance all need to create new practices, policies and documents.
Steve Rappaport
Lead generation and brand identity typically rank No. 1 or No. 2 in the list of objectives b-to-b marketers seek to achieve.
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OPINION
Cater to the Continent
Most firms that begin doing business in EU countries are surprised by the impact on their company as a whole. Marketing, HR, sales and finance all need to create new practices, policies and documents.
Steve Rappaport
Lead generation and brand identity typically rank No. 1 or No. 2 in the list of objectives b-to-b marketers seek to achieve.
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Who's Who in B-to-B 2007
This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry.
Framingham, Mass.—IDG announced Monday it has acquired the ITworld.com network and its database of several hundred thousand IT professionals from Accela Communications, Southborough, Mass.
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BUSINESS MEDIA
Business.com reportedly in play
In a development that could add to the already furious pace of media deals, business.com is reportedly on the block. The b-to-b search engine could fetch $300 million to $400 million, according to a report in The Wall Street Journal. Matthew Schwartz
Linda Streb, senior director of marketing at Access Co., which provides advanced software technologies to mobile markets, needed to punch up the company's presence in the U.S.
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EVENTS
Companies struggle with trade show marketing
More than 75% of companies exhibit at trade shows each year, and Michael Brandt, co-executive director of the Business Marketing Association, understands they face a conundrum.
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DIRECT & DATABASE
In Direct
DMA acquires Email Experience Council
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NETMARKETING
Proceed with Caution
Widgets. Blogs. Social networks. RSS feeds. Wikis. Wireless. The list of applications and services that fall under the Web 2.0 umbrella seems to grow on a daily basis; and as it grows so, too, do the opportunities to market and cross-promote using these venues.
Karen J. Bannan
Oversight Systems sells continuous monitoring software to the enterprise market.
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Who's Who in B-to-B 2007
This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry.
Framingham, Mass.—IDG announced Monday it has acquired the ITworld.com network and its database of several hundred thousand IT professionals from Accela Communications, Southborough, Mass.
Agency.com—Interactive agency Agency.com announced the appointment of Riccardo Zane as president of its New York office. Zane was previously senior partner-client services director for the consumer marketing practice at Ogilvy One Worldwide.
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BTOB PRINT: BEYOND THE BIZ
Beyond the Biz
From foreheads to headboards, SnoreStop nasal spray is once again aiming for new heights in guerrilla marketing.
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CHASERS: FEATURE
Disorder dooms design
Design flaws distract. With the proper art direction, an ad can convey not only a message but a sense of competence and efficiency, not disorder and ineptitude. We had no trouble finding ads that were undone by poor design.
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