B to B

B2B loyalty marketing deconstructed

B2B loyalty marketing deconstructed

In the B2B space, a 2x2 chart correlating purchase value (product/service cost) to purchase frequency is a simple tool to match efforts to the right opportunities.

Pitney Bowes seeks to expand into digital, marketing spaces

Pitney Bowes seeks to expand into digital, marketing spaces

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Pitney Bowes is expanding from a provider of physical customer communications solutions to a global provider of both physical and digital customer communications.

Demandbase launches Strategic Services Group

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Demandbase, a company that helps B2B companies target consumers online, today launched its Strategic Services group, which is designed to help its clients navigate it's Real time ID Platform, said Greg Ott, CMO of the company.

B-to-b on the go

B-to-b on the go

With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to reach on-the-go executives.

Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.

Targeting is all in the timing

Targeting is all in the timing

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Hiscox USA found that when it sent its direct mail was almost as important as the recipient.

Survey: 75% of marketers to grow social spending in 2012

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Three-quarters of marketers plan to increase their marketing spending on social media this year, according to a global survey of more than 700 marketers conducted last November by social marketing firm Wildfire.

Shriners Hospitals taps Leo Burnett as AOR

Shriners Hospitals taps Leo Burnett as AOR

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Shriners Hospitals for Children named Leo Burnett Business its agency of record (AOR) for all brand positioning, creative strategy, media and public relations initiatives, said Amy Ritzel, corporate director of PR for Shriners International and Shriners Hospitals for Children, on Jan. 6.

Direct mail leaves a lasting impression with consumers

Direct mail leaves a lasting impression with consumers

Real-time marketing is the latest buzz word in the direct marketing industry. The term defines consumer expectations of marketing and response immediacy.

Capturing communication preferences of a potential client can increase new leads and boost your conversion rates

Capturing communication preferences of a potential client can increase new leads and boost your conversion rates

When it comes to new business development for b-to-b companies, telemarketing continues to be a primary tool for qualifying leads. Companies using a CRM system should maintain a code on file indicating the source and method of qualification for each record that is turned into lead and then turned into a client.

Delivered: B-to-b direct mailers

Delivered: B-to-b direct mailers

What's in our mailbox this month: B-to-b direct mailers

B-to-b brands reshape online checkout

B-to-b brands reshape online checkout

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Several b-to-b merchants are taking their cue from consumer-oriented e-commerce sites to provide business customers with a friendlier, streamlined online buying experience.

Q&A: Brian Giese, CEO of True Influence

Q&A: Brian Giese, CEO of True Influence

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Brian Giese, CEO of True Influence, discusses what kinds of content works well for b-to-b emails, addresses the challenges of list churn for b-to-b marketers and talks about email deliverability at the enterprise level. Giese has held executive level positions at Harte-Hanks, I.T. Selling Worldwide and Avectra.

Staples revamps b-to-b e-commerce site, reports net sales increase

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Staples, Inc. launched a new e-commerce site for its b-to-b division, Staples Advantage, said Laura Brooks, VP of b-to-b e-commerce at Staples. The new site is designed to feature faster and easier search navigation, alternative product recommendations and enhanced site customization, among other changes.

Q&A: Joe Saracino, Erwin-Penland CMO

Q&A: Joe Saracino, Erwin-Penland CMO

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Joe Saracino, CMO of Hill Holliday subsidiary Erwin-Penland, an interactive, direct mail and advertising agency, discusses his new position and the transition from client-side to agency-side marketer.

Companies must evolve with technology, develop new services: MeritDirect Co-op

Companies must evolve with technology, develop new services: MeritDirect Co-op

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B-to-b marketers should expect realistic growth, evolve with new technologies, and use data to drive business decisions, said Terry Jukes, president of B2B Direct Marketing Intelligence, a marketing services consultancy, on July 14.

Anderson Direct launches b-to-b campaign to promote new division, design

Anderson Direct Marketing will launch a b-to-b direct mail and email campaign on August 1 to introduce the company's interactive services division, as well as the firm's new tagline and website.

Forbes turns to Gyro for CMO-targeted work

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Forbes Media has named integrated marketing firm Gyro AOR for its CMO practice. Gyro, which signed an 18-month contract with Forbes, will handle the company's CMO-directed efforts, said Bruce Rogers, chief insights officer at Forbes.

Effective tips for b-to-b social media plans

Effective tips for b-to-b social media plans

Most b-to-b marketers continue to be challenged with finding the very best direct and digital marketing strategy — one that is effective and appeals to the right constituents within organizations — while not breaking the bank on the marketing budget.

Google Hotpot launches first local marketing campaign

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Google Hotpot, a local recommendation engine, launched a b-to-b direct marketing campaign in Portland, OR on December 9. The goal of the effort is to educate businesses about the benefits of using Google Places to gain exposure, increase online ratings and reviews, and boost traffic.

Intel narrows agency search to three digital shops

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Intel has selected three digital agencies to pitch for the b-to-b portion of its creative advertising business. Interpublic Group's MRM Worldwide, Publicis Groupe-owned Razorfish and Omnicom Group's Tribal DDB are competing for the business, said David Dickstein, media relations manager at Intel.

B-to-b lead generation takes a social turn

B-to-b lead generation takes a social turn

Business-to-business marketers find that social media generates leads and strengthens relationships by connecting customers with people, products and information they seek

Salesforce.com buys Jigsaw for $142M

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Salesforce.com acquired business data company Jigsaw on April 21, in a bid to compete in the data services arena. The $142 million deal is expected to close in the second quarter of fiscal year 2011, which begins on May 1 of that year.

TechProApps.com awards Worldata list management

TechProApps.com awarded Worldata management of its postal and e-mail files February 11. These files are new to the market.

Publicis-owned Masius NY rebrands to form Leo Burnett business group

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Masius New York, a branch of Masius/Publicis Consultants has rebranded under the Publicis Groupe-owned Leo Burnett to form Leo Burnett Business, a specialty group that will focus on business-to-business advertising and marketing.

Neogen launches b-to-b loyalty program for veterinarians

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Food- and animal-safety product maker Neogen will launch a business-to-business loyalty program for veterinarians next month. Specifically focused on its equine prescriptions, the program will give a rebate of up to 6% to vets who purchase those items. The program will run from November 1 through next February.

Ask the Insider: Gary Spangler, e-marketing manager, DuPont

Ask the Insider: Gary Spangler, e-marketing manager, DuPont

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Gary Spangler, e-marketing manager at DuPont, recently stepped into a new role at DuPont that sharpens his focus on social media marketing. He describes the role as part educating and part cheerleading. He also provides oversight and governance. Spangler shared his thoughts on social media marketing, integrating social media with other media channels, and why he doesn't like the word advertising.

Hoover's launches consumer-facing Jobseeker Reports

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Hoover's ventured into the business-to-consumer market for the first time on September 30 with the launch of Jobseeker Reports. Available for download at Hoovers.com/jobseeker, each report includes company description, contact information, top competitors, recent company news, stock performance and key financials. The price is $19.95 and up per report.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...