Business-to-Business

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Case Study: Thomson Reuters Eikon Launch

Tim Mickelborough, global head of branding and advertising, Thomson Reuters, and Matt Jones, senior vice president, strategy and creative, Jack Morton Worldwide, discussed the launch of Eikon using an innovative, bold, and highly experiential campaign that had never before been seen in the financial market.

Concur Technologies, Inc.: Increasing Engagement through Social Media and Experiential Marketing

Matt Jones, senior vice president, strategy and creative, Jack Morton Worldwide discussed how Concur Technologies, Inc., launched its Concur Breeze expense tracking software to small businesses by successfully building a broader brand story with product trial at its heart.

Concur Technologies, Inc.: Increasing Engagement through Social Media and Experiential Marketing

Matt Jones, senior vice president, strategy and creative, Jack Morton Worldwide discussed how Concur Technologies, Inc., launched its Concur Breeze expense tracking software to small businesses by successfully building a broader brand story with product trial at its heart.

Deloitte's "Green Dot" Campaign and Challenge

John Keller, senior manager, marketing and advertising, Deloitte, highlighted how the company developed the "Green Dot" campaign using interruptive advertising to refresh their visual brand identity in the marketplace, and the "Green Dot Challenge" as an internal brand engagement strategy.

Deloitte's "Green Dot" Campaign and Challenge

John Keller, senior manager, marketing and advertising, Deloitte, highlighted how the company developed the “Green Dot” campaign using interruptive advertising to refresh their visual brand identity in the marketplace, and the “Green Dot Challenge” as an internal brand engagement strategy.

Cause Marketing Case Study: PerkinElmer and WEF

Jon Lese discussed PerkinElmer's sponsorship of Water Environment Federation and detailed the engagement cycle, which is key to success in sponsorship activities.

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.

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 Marketing Leadership Study

Matthew Egol, vice president, consumer, media and digital practice at Booz & Company (N.A.) Inc., and Bill Stabile, senior director, brand and marketing communications at Siemens Corporation and chair of the ANA Business-to-Business Marketing Committee, debuted findings from a new B-to-B Marketing Leadership Study whose objective was to determine what sets B-to-B marketing leaders apart across industry sectors.

B-to-B Marketing Leadership Study

Matthew Egol, vice president, consumer, media and digital practice at Booz & Company (N.A.) Inc., and Bill Stabile, senior director, brand and marketing communications at Siemens Corporation and chair of the ANA Business-to-Business Marketing Committee, debuted findings from a new B-to-B Marketing Leadership Study whose objective was to determine what sets B-to-B marketing leaders apart across industry sectors.

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.

Achieving Customer WOW! How Understanding Your Customer Will Achieve Loyalty and Advocacy

Susan L. Kelley, VP, enterprise marketing services, Xerox Global Services, discussed the process Xerox undertook to analyze, improve, and streamline all of their consumer touch points.

Lost in Translation: How to Bridge the Messaging Gap from Headquarters to Staff to the Field

Barbara Apple Sullivan, managing partner, Sullivan, John Paolini, executive creative director, Sullivan, and Michelle Leisure, senior director of marketing, Human Rights Watch, shared tips for spreading B-to-B messaging from the corporate office to the front lines, as well as a Human Rights Watch B-to-B case study.

Lost in Translation: How to Bridge the Messaging Gap from Headquarters to Staff to the Field

Barbara Apple Sullivan, managing partner, Sullivan, John Paolini, executive creative director, Sullivan, and Michelle Leisure, senior director of marketing, Human Rights Watch, shared tips for spreading B-to-B messaging from the corporate office to the front lines, as well as a Human Rights Watch B-to-B case study.

Precision Marketing: A Path to Improving Marketing ROI

John Petralia, head of marketing operations, Bloomberg L.P., spoke about his time as the CMO of Iron Mountain and the marketing automation system implemented there.

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