Business-to-Business : B2B (general)

This snapshot highlights the latest joint research from the ANA and BtoB Magazine and provides insight into how marketers have moved to becoming business leaders, as they evolve into the force that connects marketing to business strategy.

Renowned branding expert David Aaker discusses why branding is a vital element in helping an innovation succeed. Providing B-to-B examples and case studies, Aaker illustrates how branding can help your innovation stand out in a competitive marketplace.

This rapid-fire session provided insights for marketers on the various tools available to take their business-to-business marketing programs to the next level.

Chief Marketing Officer of Siemens Corporation Thomas F. Haas describes challenges faced at Siemens and provides examples on how a integrated marketing program consisting of PR, advertising, sales support, sponsorships, community relations, and much more was used to face these obstacles.

Panelists address the role of email -one of the most commonly used communications platforms for business-to-business marketers - as part of the holistic communications mix.

Conducted by the Association of National Advertisers and BtoB Magazine, this white paper describes the results of a study that was designed to explore the extent to which marketing departments are being reorganized.

CEO of the EMM Group Sat Duggal introduces principles to help B-to-B's grow and uses Group Client Projects to describe each principle.

ARF representative Bill Cook provides an outline of the findings from research that evaluate the impact of business to consumer events and business to business trade shows on brand demand and value.

Richard Wilke, Senior Partner, Lippincott highlights reasons why companies without a marketing mindset are at a disadvantage and that those centered around their products are missing out.

Scott Meyer, President & CEO, About.com and Mark Herlyn, VP, Advertising, The New York Times provide insight on whether or not B2C programs can live in a B2B world.

In this presentation Marta Dapena-Barón, Founding Partner, Big Picture Partners and Hans Schwarz, Product Director, Johnson & Johnson discussed a marketing framework that helped align all areas of the organization along a common goal and facilitate decision-making.

While most b-to-b companies plan to increase spending on new media, new ANA research shows anxiety is still high over measurement, funding, and senior management pushback.

The results of an Association of National Advertisers (ANA), Guideline Inc. and BtoB Magazine survey of both business-to-business and business-to-consumer marketers to explore the use of new media platforms, such as search, social networks, user-generated content, podcasts, blogging and more.

Barbara Basney, Xerox, Ellis Booker, BtoB Magazine, and Jeremi Karnell, One to One Interactive review the survey results addressing 15 new media platforms across all areas of the communications mix.

This survey addresses B-to-B marketers’ current and intended usage of new media platforms, spending, measurement/ROI, resource allocation and integration with other elements of the communications mix.

Larry Snider of True Bearing Communications looks at the role of B2B marketers. He provides 10 ways to know B2B marketers, a B2B marketing overview, differences between B2B and B2C, IMC for B2B, and issues and challenges. Snider also shares the six secrets to effective B2B communications -- including the importance of branding in the B2B world.

Sally Robling of American Standard discusses the Trane brand and how they have evolved their brand and business on the B2B side.

Diane Brink of IBM discusses the dynamics between the marketing and sales teams and how these teams worked together at IBM to achieve their business goals. Includes lessons learned.

Presentation from Diane Brink's (IBM) presentation about the dynamics the teams responsible for helping IBM achieve their business goals.

Karla Lacey (Cisco) discusses the You, Inc., an integrated marketing campaign supporting Cisco’s efforts in the small business market. The campaign utilizes advertising, direct marketing and a variety of web marketing techniques to market Cisco products to small business owners.

In this presentation, Lauzier defines the social web and digital customer communities, explains how they have affected marketers' roles, and provides a checklist of seven steps for building digital customer communities.

This presentation discusses key business-to-business marketing challenges, provides insights for creating a single message, and presents five key values to consider when planning for business-to-business marketing campaigns, along with three case studies for Staples, Microsoft, and Nucor.

This best practice from The Commercial Closet instructs on how to incorporate marketing to gay lesbian bisexual and transgender individuals into mainstream messages.

This case study explores how Iron Mountain took a risk and found marketing success with a video, "The Institute for Backup Trauma" starring John Cleese.

This article provides expert insights on how to lessen risk in luring b-to-b customers with video-on demand.

This presentation discusses the new tools, most notably the Internet, that now enable B2B companies to capture survey data at deeper levels of granularity.

This presentation explores new opportunities, like blogging and search marketing, to reach b-to-b consumers.

This case study reviews the use of custom music promotions, trade publications, and advertorials to drive business.

This presentation explores the importance of establishing and maintaining personal relationships as a part of your marketing plan.

To better understand how technology is changing the perspective and tactics of B2B firms, Forrester teamed with BtoB Magazine to survey 126 B2B marketing professionals. They also conducted interviews with more than 30 B2B marketing executives from large firms.