Digital B-to-B
The Kodak Growth Moment: Overhauling an Icon
Jeffrey W. Hayzlett, chief marketing officer and vice president, Eastman Kodak Company, discussed how the Kodak brand reinvented itself in order to compete in a digital world.
Effie Case Study: Lincoln Financial Group's "Get to Know Your Futureself" Campaign
This case study from retirement solutions provider Lincoln Financial details the company's 2009 Effie Award-winning campaign and describes how, with a limited advertising budget, the campaign drove trade advocates more than any tracked competitor, lifted brand affinity numbers dramatically among consumers, and grew qualified leads by the highest amount seen in a two-year period.
Effie Case Study: Lincoln Financial Group's "Get to Know Your Futureself" Campaign
This case study from retirement solutions provider Lincoln Financial details the company's 2009 Effie Award-winning campaign and describes how, with a limited advertising budget, the campaign drove trade advocates more than any tracked competitor, lifted brand affinity numbers dramatically among consumers, and grew qualified leads by the highest amount seen in a two-year period.
The Awakening: B-to-B Companies Acknowledge the Need for Greater Marketing Prowess and That It Wins Increased Market Share
A joint study from ANA and Booz & Company explored how B-to-B marketers are playing increasingly important roles within their firms.
Herding Cats: Creating Alignment between Marcom Opportunities and Transformational Corporate Strategy
A panel composed of marketers from Pitney Bowes, SAP, and Fidelity Investments discussed the transformations their organizations have recently undergone and what other marketers can learn from their experiences.
10 B-To-B Issues in 50 Minutes
Industry experts discussed a wide range of topics pertinent to B-to-B marketers including budgeting, analytics, and procurement.
Achieving Marketing Nirvana
Donald E. Sexton, PhD, a professor of marketing at Columbia University and president of The Arrow Group, Ltd., discusses one key way to link marketing activity to financial performance.
Managing the Meltdown
Five rules anyone involved in b-to-b marketing should know, says Howard Sherman the president of Doremus.
Doing More with Less: The 2009 Marketing Mantra
Chris Charyk, Partner, MarketingNPV, shared his thoughts on the best way to cut a marketing budget, while still continuing to perform at a high level.
Cause Marketing in the B2B World
Larry Lundy, Director of New Business Development at Susan G. Komen for the Cure, discussed strategies for success in cause marketing.
Attracting Attention
This article provides expert insights on how to lessen risk in luring b-to-b customers with video-on demand.
Business Marketing, Business Publishing
In this presentation, BtoB Magazine editor Ellis Booker discusses how the B2B customer is changing in today's marketplace. He also shares how media outlets are offering up new services and packages as a result of this consumer evolution.
Making B2B Marketing Work
In this presentation, Elana Anderson from Forrester Research shares the results of a B2B Marketing Effectiveness study conducted jointly by Forrester and BtoB Magazine.
