Business-to-Business

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Mobile Opportunities for B-to-B Brands

Jeff Stokvis, director, digital strategy, Mobile@Ogilvy, and Edie Kirkman, mobile product manager, UPS, discussed how mobile can drive engagement, empower the sales force, and support product and service offerings for b-to-b companies.

Mobile Opportunities for B-to-B Brands

Jeff Stokvis, director, digital strategy, Mobile@Ogilvy, and Edie Kirkman, mobile product manager, UPS, discussed how mobile can drive engagement, empower the sales force, and support product and service offerings for b-to-b companies.

Good Products Don’t Sell Themselves: How B-to-B Marketers Can Increase Digital ROI

German Sacristan, return on marketing investment developer, manager, America's region, Eastman Kodak Company, discussed how to craft a successful multimedia campaign through personalization and offered 12 ingredients for effective b-to-b marketing.

USG Corporation Case Study: The Weight Has Been Lifted

In this presentation, Tanya Earley, director, channel and field marketing at USG Corporation; Mike Hensley, executive vice president and managing director at gyro Chicago; Mark Joseph, senior manager, integrated marketing at USG Corporation; and Linda McGovern, vice president, global marketing at USG Corporation, discussed the award-winning B-to-B campaign, “The Weight Has Been Lifted.”

Case Study: Remarketing Campaign Provides a Significant Lift

A B-to-B software company used remarketing to increase conversions and stay ahead of the competition.

Simplifying the Path to Purchase in a Complex Sale

This white paper from Mediative explores the seven steps organizations follow on the path to purchase in the B-to-B space.

A Seven-Step Process for Maximizing Webinar Attendance, Registration, and Yield

This article looks at how marketers can generate high-quality registrants, convert registrants to attendees, and identify high priority leads for sales’ follow-up via webinars.

The Price is Right! Or is It?

Pricing can be the single, most important driver of improved performance, according to this article from Prophet.

Customer Experience: It’s Not Just for B-to-C Players Anymore

This article from Prophet argues that the hallmarks of great B-to-C companies are also applicable to building strong B-to-B companies.

Cisco Systems: Integrated Marketing Case Study

Chris Nordstrum, media and advertising manager at Cisco Systems, and Heather MacPherson, Co-President at OgilvyWest, discussed how they created the first ever integrated marketing campaign utilizing a video ad campaign through LinkedIn.

IBM’s Signature Experience: Integrating Brand Promise and Engagement

Rob Pace, VP of marketing programs and events at IBM, along with Kurt Miller, EVP of client services at George P. Johnson (a Project: WorldWide agency), shared how an integrated engagement strategy is the most effective way to deepen relationships with clients and attract new ones.

Client Programs that Drive Loyalty and Profitable Growth

Referencing his bestselling book, The B2B Executive Playbook, Sean Geehan described key principles that can be used to create strategic relationships that yield powerful business results.

Harnessing The Power Of Newer Media Platforms For More Effective B2B Marketing

In this session, the ANA shared findings from "Harnessing the Power of Newer Media Platforms for More Effective Marketing," an exclusive survey from the ANA exploring the use of search, social networks, user-generated content, podcasts, blogging, and more.

Google: B2B Trends in Mobile and Online Video

Google and Forbes Insights partnered on this late 2010 research report which identifies key trends in the business-to-business space for mobile and online video.

Kodak Adopts New Activation Strategy Around PGA Tour

According to IEG, Kodak will be placing more of a B-to-B emphasis on its PGA Tour sponsorship over the next four years than the brand has in years past.

Research Report: Harnessing the Power of Newer Media Platforms for More Effective Marketing, Third Edition Survey Results

This Research Report includes findings from an ANA survey which focuses on the use of newer media platforms such as search, social networks, podcasts, blogging, and more. Insights include marketers' usage of new media, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.

Case Study: IBM Smarter Planet

Cecilia Correa, Advertising Manager of IBM Corporation and Ty Kendig, Senior Partner, Group Account Director, IBM Brand Account Management of Ogilvy Worldwide describe their journey to transform the way IBM’s brand is perceived and experienced through its Smarter Planet agenda.

3M: Communicating Innovation to Employees

Dawn McGinley, director, corporate marketing and communications, 3M, and Anne Greer, manager, corporate brand, 3M, discussed how 3M used innovative techniques to reach out to their employees.

3M: Communicating Innovation to Employees (Greer)

Dawn McGinley, director, corporate marketing and communications, 3M, and Anne Greer, manager, corporate brand, 3M, discussed how 3M used innovative techniques to reach out to their employees.

3M: Communicating Innovation to Employees (McGinley)

Dawn McGinley, director, corporate marketing and communications, 3M, and Anne Greer, manager, corporate brand, 3M, discussed how 3M used innovative techniques to reach out to their employees.

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