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 is expanding from a provider of physical customer communications solutions to a global provider of both physical and digital customer communications.
B-to-b marketers operate in a world where the ability to dynamically serve up relevant website content at the so-called "moment of truth" has traditionally presented a monumental challenge. That challenge, however, is being dutifully addressed today by technology innovation that has produced a next-generation approach to website content personalization.
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.
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.
Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.
Hiscox USA found that when it sent its direct mail was almost as important as the recipient.
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 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.
Real-time marketing is the latest buzz word in the direct marketing industry. The term defines consumer expectations of marketing and response immediacy.
What's in our mailbox this month: B-to-b direct mailers
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.
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, 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.
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.
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 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 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.
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, 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 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.
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 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 awarded Worldata management of its postal and e-mail files February 11. These files are new to the market.
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.
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.
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 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.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.