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.
Industry experts discussed a wide range of topics pertinent to B-to-B marketers including budgeting, analytics, and procurement.
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.
Five rules anyone involved in b-to-b marketing should know, says Howard Sherman the president of Doremus.
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.
William Blundon, EVP, Extraprise, shared tips for finding new and existing decision makers within B-to-B companies.
Larry Lundy, Director of New Business Development at Susan G. Komen for the Cure, discussed strategies for success in cause marketing.
This article provides expert insights on how to lessen risk in luring b-to-b customers with video-on demand.
This presentation explores the importance of establishing and maintaining personal relationships as a part of your marketing plan.
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.
In this presentation, Elana Anderson from Forrester Research shares the results of a B2B Marketing Effectiveness study conducted jointly by Forrester and BtoB Magazine.
3Dudes Gone 3D is an engineering software advertising campaign. Its main goal was to increase brand awareness and continue to help build community among design engineers in a highly competitive category.
CDW was perceived as a box pusher of technology. They needed to showcase their higher level solution expertise in order to grow their business. They needed to show that they Get IT. By showing the human side of solutions through humorous analogies, CDW solutions revenue grew a remarkable 15 percent over the same year-ago period.
CDW was perceived as a box pusher of technology. They needed to showcase their higher level solution expertise in order to grow their business. They needed to show that they Get IT. By launching an integrated campaign, focusing on their solution capabilities, CDW revenue grew a remarkable 23 percent over the same year-ago period.
PepsiCo’s first use of a mobile-only campaign in Brazil provided efficient, direct communication to engage with, understand, and reward a key target market: small retailers and street vendors of its Torcida Snacks brand.
A licensing deal made Dunder Mifflin Paper (of NBC sitcom fame) a reality. So when it came time to determine the launch strategy, only one question mattered: “What would Dunder Mifflin do?” The answer: It would clumsily attempt to leverage an overexposed pop-culture trend.
Eaton developed a mobile app to improve the functionality of its sales force and make it easier for its customers to locate information.
IndiaMART is a company that handles over $1.5 billion in sales each year, and needed to simplify the way it managed the buyers and suppliers to improve the process for all parties involved.
In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today work better. Work SMARTER. As a result: the Smarter Planet strategy has expanded IBM's market potential by as much as 40 percent globally, or $2.3 billion dollars.