Digital B-to-B

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Custom House: Identifying and Targeting Your Key Clients

Custom House, a Western Union company, is a foreign-exchange and international B-to-B payments company based in Canada, which recently began a global expansion to better serve small and medium-sized businesses around the world. Brian Harris, vice president, marketing and product management at Custom House, described how the marketing team developed a 360-degree campaign highlighting the company's key differentiators and value proposition.

Winning Strategies with Online Video for B-to-B Marketers

Gary Lombardo, director of product marketing at Brightcove, discussed how online video can be used to acquire, engage, and convert visitors on your website, and Linda Crowe, former group manager, media and production at Sun Microsystems, presented a case study on how Sun made online video a major part of its website experience to build a community and educate customers.

Winning Strategies with Online Video for B-to-B Marketers (Brightcove)

Gary Lombardo, director of product marketing at Brightcove, discussed how online video can be used to acquire, engage, and convert visitors on your website, and Linda Crowe, former group manager, media and production at Sun Microsystems, presented a case study on how Sun made online video a major part of its website experience to build a community and educate customers.

Winning Strategies with Online Video for B-to-B Marketers (Sun Microsystems)

Linda Crowe, former group manager, media and production at Sun Microsystems, presented a case study on how Sun made online video a major part of its website experience to build a community and educate customers.

B-to-B Social Media and the Dynamics of Peer Influence

Josh Bernoff, vice president and principal analyst at Forrester Research, Inc., described the four-step IDEA process B-to-B marketers can use to tap into customers: identify mass influencers, deliver social customer service, empower customers with mobile information, and amplify fan activity.

How Motorola Leveraged Social Media to Extend the Event Experience for B-to-B Customers

Belinda Hudmon, Interactive Marketing for Motorola Broadband Mobility Solutions, shared insights on a social media strategy that extends the experience of an event beyond the show floor through channels like Twitter, Flickr and YouTube.

How Motorola Leveraged Social Media to Extend the Event Experience for B-to-B Customers

Belinda Hudmon, Interactive Marketing for Motorola Broadband Mobility Solutions, shared insights on a social media strategy that extends the experience of an event beyond the show floor through channels like Twitter, Flickr and YouTube.

Getting the Most Bang for Your Marketing Buck

Mark Wilson, vice president of corporate marketing at Sybase, Inc., discussed how frugal marketers can help their organizations be in a stronger position to capitalize on a recovering economy. Wilson also discussed how Sybase, Inc. has successfully used provocation-based marketing.

Getting the Most Bang for Your Marketing Buck

Mark Wilson, vice president of corporate marketing at Sybase, Inc., discussed how frugal marketers can help their organizations be in a stronger position to capitalize on a recovering economy. Wilson also discussed how Sybase, Inc. has successfully used provocation-based marketing.

IBM and Ogilvy: Marketing Analytics and Impact

Ed Abrams from IBM and Harvey Kipnis from OgilvyOne presented a list of seven steps marketers can take to become more accountable and discussed a case study on how they used analytics to drive growth in IBM's mid-market advertising.

Trends and Case Studies from the Marketing Trenches

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

The New B2B Marketing Imperative: Developing Fundamental Capabilities to Capture Market Share

The findings and recommendations in this report derive from a joint study conducted by the Association of National Advertisers (ANA) and Booz & Company in late 2008 and early 2009. The impetus for the study was the lack of attention and research dedicated to marketing effectiveness in the business-to-business sector.

Small Business Insights: A New World for B-To-B Marketers

Marcy Shinder, VP, brand strategy and marketing of American Express OPEN, and Jason Rudman, director, OPENForum.com Strategy and Marketing, American Express OPEN, shared insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate and discussed the launch of OPEN Forum 2.0.

Interactive Q&A Discussion on Health and Wellness

Jay Linden, EVP of the strategic partnership group at NBC Universal, and Andrew F. Schirmer, EVP and managing director at McCann HumanCare, discussed how GE and NBC Universal are playing a role in the nation's healthcare debate.

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.

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