BTB Site Strikes Partnership With Industry Week, an e-commerce provider for mid-size manufacturers and distributors of industrial, electronics and automotive products, is expected to begin an extensive business-to-business marketing campaign March 6.

The focus of the campaign, which targets executives in the $3 trillion manufacturing sector and its supporting service industries, revolves around a partnership with Industry Week, one of the manufacturing industry's leading publications.

The site will co-sponsor a microsite at as well as sponsor the frequently-asked-questions section within the microsite. Information about and its services will be prominently featured.

As part of the deal, three Industry Week supplements running March 20, April 17 and May 15 will feature as the exclusive sponsor and advertiser.

“Industry Week fits our target market as far as the audience we're looking for in the manufacturing industry. It is a well respected publication,” said Connie Pope, marketing director at NetVendor, Inc., Atlanta. Other print ads will begin running in the Wall Street Journal this month.

BTB e-commerce is projected to surpass $7.29 trillion in 2004, according to the GartnerGroup, Stamford, CT. North America will account for 39 percent of that figure.

“We're excited to be part of the space and ready to grab as much of it as fast as we can,” said Pope, whose company is currently focusing on the North American market.

The agency of record is Folio Z, a technology marketing company based in Atlanta. Other future elements will include an e-mail marketing program to kick off in the second quarter. Lists will come from Industry Week, Yahoo and other sources. Approximately 50,000 people will receive the mailing.

A direct marketing campaign will launch this month targeting 10,000 businesses.

The site will run banner ads on and At press time, the company was also looking into partnerships with a number of the search engine portals.

Outdoor ads in Wall Street and Silicon Valley began running in December and will continue through the end of the month. The buys included bus and subway advertising. offers its E.mbrace e-commerce technology, which is an electronic trading environment linking suppliers to their customers. It also runs, an e-commerce portal and trading community where companies in targeted industries can liquidate or buy surplus inventory.

Related Posts