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.
Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.
Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.
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.
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.
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.
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 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.
B-to-b marketers are finding innovative ways to convert business not just to customers, but long-term partners.
Christa Carone discusses Xerox's b-to-b client retention strategy.
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.
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.
Single-cup coffee brewing company Keurig is well known for the brewers it sells to corporations.
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.
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.
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.
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.
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.
B-to-b marketers that conquer government RFPs find lucrative returns
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.
Creative content online attracts new customers in the lengthy b-to-b cycle
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 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 awarded Worldata management of its postal and e-mail files February 11. These files are new to the market.
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 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 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.
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.
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.
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.