B-to-B Marketing

SUMMARY: Personalizing your marketing messages can create a direct connection between prospects and your company.

See how a marketer encouraged prospects to arrange 15-minute phone briefings with a top company executive who pitched the company’s tools as ways to make the most of 2009 budgets. The integrated direct mail and email campaign used a creative theme, attention-getting gifts, and personalized email messages to deliver a 1,400% ROI. read the complete case study

SUMMARY: Lead nurturing and scoring are among a marketer’s best tools during an economic downturn. Even marketers who already manage a quality nurturing and scoring program need to adapt for economic conditions.

We spoke with several experts to come up with seven tactics that can help you continue to find qualified prospects in tough times. They gave advice on:
o Measuring lead quality
o Developing analytics to target your strongest prospects
o Adapting content to attract highly qualified prospects
o Researching conditions in target industries. read the complete article

SUMMARY: Your best-laid marketing campaigns can suffer when disaster strikes. You still have to get your message out, but you face a state of crisis and turmoil.

Discover strategies you can use in a time of crisis. Two marketing vets of two of the largest nonprofit disaster-relief agencies in the U.S share how they continue to solicit donations and get their messages out even when disaster strikes. read the complete interview

SUMMARY: We’re seeing the signs: consumer spending is down, the stock market is on a roller coaster and everyone is using the “R” word.

In part 1 of a two-part Special Report, we reveal 8 new data charts and 10 key insights for B-to-B and consumer marketers, including:
- Whose marketing budgets are shrinking the most
- What tactics are getting the biggest budget increases
- Your CFO's view on the budget read the complete article

By Anne Holland, Founder

I woke with a start at four in the morning in a hotel room in Scottsdale, Arizona, where I was conducting research at a marketing trade show in October 1999.

Back then, as now, marketing, PR and advertising professionals were nearly deafened by a deluge of media "serving" them. Magazines, events, newsletters, etc., etc. But, as a 20-year veteran, I felt that huge amount of content hadn't been terribly... read the complete blog post