B-To-B Marketing

A&M CMO nurtures firm's global rise

A&M CMO nurtures firm's global rise

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Alvarez & Marsal CMO Rebecca Baker didn't plan a life in marketing. An English major in college with a minor in drama, she credits both concentrations for her success.

Plug-ins: b-to-b marketing

Plug-ins: b-to-b marketing

Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.

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.

Tate & Lyle launches b-to-b direct mail, email campaign

Tate & Lyle launches b-to-b direct mail, email campaign

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Agribusiness manufacturer Tate & Lyle is launching a b-to-b direct mail and email campaign this week to promote and generate leads for its new brand of sweetener, called Purefruit.

Plug-ins: lead generation

Plug-ins: lead generation

Generating qualified, sales-ready leads is often a primary objective for b-to-b direct marketers. The good news is that direct marketing, if done right, is one of the most effective ways to generate, nurture and qualify leads.

Borenstein Group acquires Q2 Marketing

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Digital agency The Borenstein Group has acquired Q2 Marketing, a digital and direct marketing shop. Borenstein Group will incorporate Q2 into its brand by the end of this week, said Gal Borenstein, CEO and founder of the agency.

Innovate, don't inundate to appeal to b-to-b prospects

Innovate, don't inundate to appeal to b-to-b prospects

Like throwing spaghetti against the wall to see if it sticks, today's email marketing strategy is a hit-or-miss methodology of one size fits all. In one fell swoop of the "send" button, it seems the most common practice is to inundate your audience with as much information as possible, as frequently as possible.

B-to-b success depends on social, data clarity

B-to-b success depends on social, data clarity

B-to-b marketers contend with an enormous amount of customer data coming into their organizations every day. Managing volumes of information located in various places within a company, coordinating sales and marketing teams and facing the dynamic rate at which b-to-b data decays, these marketers often have more steps to take than b-to-c marketers to make sure that their messages are relevant.

Beyond Leads

Beyond Leads

B-to-b marketers are finding innovative ways to convert business not just to customers, but long-term partners.

Q&A with Christa Carone, CMO of Xerox Corp.

Q&A with Christa Carone, CMO of Xerox Corp.

Christa Carone discusses Xerox's b-to-b client retention strategy.

Tips for measuring ROI in a b-to-b campaign

Gauging the effectiveness of marketing continues to be a challenge, but this is especially true of companies whose marketing activities support retention or upsell within existing accounts. But vague metrics can become manageable once marketers set specific goals.

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.

B-to-b marketers initiate consumer push

B-to-b marketers initiate consumer push

Single-cup coffee brewing company Keurig is well known for the brewers it sells to corporations.

Industrial gets social, virtual

Industrial gets social, virtual

B-to-b marketing professionals have goals as well as challenges in mind for the year ahead, and what works for one company may not for another.

Tech marketing departments should be accountable for revenue: Forrester report

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Technology marketers need to realign to make marketing departments accountable for revenue rather than just lead generation, as is often the case, according to a report published this week from Forrester Research. The report, called "Lead-To-Revenue Management Transforms Tech Marketing," revealed that generating more leads and improving those leads to better reach decisionmakers are among the top priorities for b-to-b marketers.

Does B2B need 2 B blasé?

Does B2B need 2 B blasé?

If you're anything like me and marketing business to business, you have probably instinctively traded graphic-intensive, colorful sales collateral for stoic, straightforward and very often exceedingly dry content.

MeritDirect forms Strategic Services Group

Direct marketing agency MeritDirect launched the Strategic Services Group on October 19. The unit will provide consulting, digital, b-to-b and insert media services to clients.

Brands plot b-to-b campaigns to showcase vertical expertise

Brands plot b-to-b campaigns to showcase vertical expertise

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Several major brands recently launched global b-to-b campaigns, emphasizing their expertise in new areas and signaling a change in their overall marketing strategy. UPS, Xerox and Zurich Financial Services all debuted significant business-facing campaigns in the past month.

Marketers tap into bids

Marketers tap into bids

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B-to-b marketers that conquer government RFPs find lucrative returns

Fictional site for Microsoft's developer push

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Microsoft quietly launched an unbranded website last month, working with its direct marketing agency-of-record, Wunderman, that aims to generate awareness for Microsoft Office 2010 and SharePoint 2010 without ever mentioning them.

Guiding online customers

Guiding online customers

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Creative content online attracts new customers in the lengthy b-to-b cycle

The best engagement is cross-channel

The best engagement is cross-channel

As CEO of a fast-growing sales and marketing contact database, I scan TweetDeck and other social media business platforms each morning to find what exactly digital marketers are saying about us, our competition and the industry. It has become impossible to imagine running a business without this level of access and transparency.

RGF supports b-to-b efforts with consumer campaign

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RGF Environmental Group has launched a consumer campaign for its Guardian Air and REME air purification systems. HVAC Solutions, which had previously worked with RGF on direct sales and marketing efforts, helped to develop the campaign.

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.

Publishers use Demandbase tracking platform

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Business-to-business CRM software maker Demandbase this week released an analytics tool, Demandbase Professional, which tracks ad traffic by matching visitors' IP addresses to a database containing professional information.

Restaurant.com debuts B-to-B incentive packages

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Restaurant.com has created a new "Dinner & Movie" promotional package, a business-to-business effort to get businesses to buy promo packages that can be passed on to consumers.

PitneyBowes reports 13% drop in revenue

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PitneyBowes Inc. reported a 13% drop in revenue in its second quarter financial statement released on July 30. The Stamford, CT-based mailing services company cited declining mail volumes, as well as longer purchase decision cycles among its consumers, as the causes for the loss in revenue.

Cloud data faces security scrutiny

Cloud data faces security scrutiny

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A recent hack of Twitter corporate data off of the Google cloud server, combined with increasing consumer wariness, has made security "in the cloud" a buzz-worthy issue this summer.

Problem Solver: How can b-to-b marketers stretch their marketing budget to generate leads in this economy?

Problem Solver: How can b-to-b marketers stretch their marketing budget to generate leads in this economy?

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With too few dollars in the ever-shrinking b-to-b marketing budget, marketers are hard-pressed to quickly generate qualified, sales-ready leads. M. H. (Mac) McIntosh, president and principal consultant of Mac McIntosh Inc., suggests eight tips for making the most of a minimal budget.

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