When it comes to selecting and working with agency partners, b-to-b marketers have more choices than ever, as specialized agencies emerge offering services from social media to database analytics. But whether they're working with one lead agency or multiple agency partners, marketers say they want partners that understand their needs and can work...
The top 50 b-to-b advertisers spent almost $4.3 billion on b-to-b ads last year, up 4.8% over 2011, according to an analysis of ad spending data from Kantar Media. The figures include estimated b-to-b ad spending in business magazines, consumer magazines, newspapers, Internet (display ads only), outdoor, radio and television. Read more
As marketers augment their traditional media-buying practices in new ways, they are ramping up their use of programmatic ad buying. This summer saw a burst of activity, with developments intended to create better pricing and placement balance between advertisers and publishers' sites. Read more
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved. Read more
To take the pulse of email trends and best practices, BtoB East Coast Bureau Chief Christopher Hosford recently conducted a virtual roundtable discussion with email marketing executives. Participating were Christopher M. Litster, senior VP-sales and marketing, Constant Contact; Bonnie Malone, director-response consulting, Return Path; Pamela...
Rick Segal, who has had a long and distinguished career in the b-to-b agency world, announced last month he will join Bethlehem College & Seminary, Minneapolis, as VP-advancement and distinguished lecturer of commerce and vocation. He will take the new post early next year. Read more
IDG Communications last month named a new U.S. CEO, Michael Friedenberg, and worldwide president, David Hill, to succeed Bob Carrigan, who is leaving his job as CEO of IDG Communications worldwide after five years in the position. Carrigan will join Dun & Bradstreet on Oct. 7 as president-CEO. Read more
A number of trends are coming together to make content licensing a more robust part of the media business. Read more
Views & Opinions
"Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Read more
In the first seven seconds, your customer makes the first critical decision. Whether to keep listening, enter into a conversation with you, or end it right now. Read more
SMM Feature/CMO Q&A
Last month, Brad Brooks was named senior VP-CMO at Juniper Networks, succeeding Lauren Flaherty, who left the company in July to become exec VP-CMO at CA Technologies. Read more