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$400 Billion Industry Has Online Opportunities

iMedia: From Market to Fridge with a Mouse Click Today's iMedia contains a review of the enormous grocery industry's initial and potential future online marketing opportunities. Somewhat underestimated in the past has been the opportunity for comestible companies to use the Internet as a business-to-business channel to market to distributors and retailers.   [...]
Posted: Wednesday, August 13th 2003

BusinessWeek Compiles E-newsletter Tips

BusinessWeek: Making the Most of E-Mail Marketing BusinessWeek's Digital Manager column collects some best practices advice on putting out a business e-newsletter. It covers the types of content and tone that work, useful vendors and tracking advice.   [...]
Posted: Thursday, August 7th 2003

Back to Basics for Targeting CXOs

B2BMarketingBiz: How to Impress C-Level Executives with Guerilla Online Marketing MarketingSherpa published another useful case study. It details the efforts of CRM consultants Iunctura.com to reach senior executives. I was struck in particular by this observation:"Regular executives (outside of CIOs) don't spend a lot of time surfing web sites. They are primarily information gatherers, foraging here and there fo  [...]
Posted: Thursday, July 24th 2003

MarketWatch Acquires Pinnacor (formerly ScreamingMedia), to Form New Firm

Press Release: MarketWatch.com to Acquire Pinnacor MarketWatch.com is buying Pinnacor, formerly known as ScreamingMedia, for $103.2 million, including $44 million in cash to Pinnacor stockholders. MarketWatch said it will form a new company as a result of the merger. The press release states, "The acquisition will enhance MarketWatch.com’s presence as a provider of premium-branded news, t  [...]
Posted: Thursday, July 24th 2003

Hoover's Million-Dollar Makeover

EContentMag.com: Hoover's Redesigns with The Times A great case study of the thinking that went into Hoovers.com's massive redesign. A third of the money was spent on researching customer opinions about the site, which lead redesign planning. Pricing on the fee-based service will not change, but more effort was paid to make the benefits of subscription apparent to users. This inc  [...]
Posted: Friday, July 11th 2003

eMarketer Releases Europe E-Commerce Study

eMarketer: Europe E-Commerce to Grow Fourfold to 2006 eMarketer has released its Europe E-Commerce: B2B & B2C report. The report predicts B2C e-commerce revenues will hit $240B by 2006. The report also covers Internet usage and IT spending. Other finding include: Germany, the UK, France and Italy accounted for 70% of e-commerce revenues in Western Europe in 2002 The U  [...]
Posted: Thursday, July 3rd 2003

How Cisco Uses Email as a Personal Sales Tool

ClickZ: Leveraging One-to-One E-Mail Marketing I've been paying attention to email marketing for a long time, and most companies do a really crap job of it. The direct marketing approach to email is so tired and futile in the face of spam. For a while now, I've been yammering that the true killer app for email is CRM. This case study is a brilliant example of that. Cisco, working with   [...]
Posted: Thursday, June 26th 2003

The Internet Takes Toll on B2B Publishing

MediaLife: Downward Trail of Tears for Trades Ad pages for business-to-business publication fell 30% from 2000 to 2003, according to the Business Information Network. The B2B sector initially adopted the web as a companion much faster than their consumer conterparts who have seen "only" a 21% drop in ad pages for the same period, according to the Publishers Information Bureau. And this y  [...]
Posted: Monday, June 2nd 2003

Ask Jeeves Sells Enterprise Unit for Chump Change

News.com: Ask Jeeves sheds enterprise unit Can you say "fire sale"? Ouch:Web navigation company Ask Jeeves is selling its enterprise software unit for about $4.25 million in cash, a sign of further consolidation in the growing search industry. The Emeryville, Calif.-based company said Wednesday that it will sell its Jeeves Solution unit, which provides search technology to corporations for their Web sites an  [...]
Posted: Thursday, May 29th 2003

IAB Launches Branding Campaign

IAB Press Release: Interactive Advertising Bureau Launches Branding Campaign The IAB today launches a new branding campign designed to help marketers make the best use of interactive advertising to further their business goals. The campaign was developed by Euro RSCG MVBMS Partners (if that acronym isn't a reason to stop merging, I don't know what is) and will consist of print, outdoor (now that's really   [...]
Posted: Thursday, May 29th 2003

What Would Marketers Do If They Had More Money

B2BMarketingBiz: If Your CEO Gave You $50,000, What Marketing Tactics Would You Spend it On? So here's what your peers would be up to if some extra budget came their way this year: Here are the top seven tactics that marketers seeking a safe investment volunteered to spend their $50,000 on: 1. Direct postal mail 2 & 3 (tied). Telemarketing and email 4. Search engine marketing 5. PR 6. Revamping current We  [...]
Posted: Thursday, May 29th 2003

IAB Leadership Forum - June 26, 2003

IAB.net: B-to-B Breakthroughs The "Integration Imperative" exists for B-to-B marketers as well. This Leadership Forum is focused on the specific issues of B-to-B marketing, and is designed for the marketing executive looking for greater effectiveness in reaching business buyers through integrating media across multiple channels. New research, panel discussions and interactive roundtables combine to   [...]
Posted: Wednesday, May 28th 2003

Attract Search Engine Traffic All Along the Sales Cycle

Clickz: B2B Search Best Practices Think about your business, your sales cycle, and the way visitors to your site interact with the content, as well as which calls to action you have built into the site. You might even want to place different calls to action on your site, to appeal to various types of prospects. The way you use copy in your B2B listings is also critical. If you're trying to attract searchers in  [...]
Posted: Friday, May 23rd 2003

Tips About Setting up Online Events

ChannelSeven.com: The Elegant Online Event WebTrends' Director of Marketing Brent Hieggelke has been a driving force at NetIQ for the development of online events. Since his hiring in spring 2000, the product division has launched and steadily grown its investment in Webcasts. This year, it will produce four or five of them -- compared to approximately nine live events per quarter. [...] Michael   [...]
Posted: Wednesday, May 21st 2003

Better Lead Management Thanks to Automated Email Follow-up

B2BMarketingBiz: How to Create a Series of Automated Follow-Up Emails to Convert Average Sales Leads into Hot Leads The goal was to be able to perform regression analysis on the database to determine which marketing factors resulted in the best leads. Plus, each incoming lead could be scientifically scored as to if and when it was worthy of being passed to sales (or not.) [...] [MicroStrategy's Director of Mark  [...]
Posted: Saturday, May 17th 2003

@d:tech, San Francisco, June 16-18

Ad-tech.com: Palace Hotel, San Francisco, June 16-18 There is no question, @d:tech is the only real must-attend show in the overall e-marketing space anymore. Or, in any event, it's the best of them. I attended most recently last November in NYC, and it was an excellent event, just like old times: tons of familiar faces of industry vets, dozens of exhibitors, multiple open-bar parties, tchotchke, the works. Oh yeah, and lots of presentations, too (but the rea  [...]
Posted: Wednesday, April 23rd 2003

B2B Marketers Waking Up to Blogs

BtoB: Corporate Blogs Make Personal Connection Reader Dana VanDen Heuvel points out this excellent story in BtoB (an AdAge sister publication from Crain):B-to-b marketers seeking more direct conversations with their customers have begun turning to that most personal of forums: the Weblog. Corporate Weblogs arenít exactly sweeping the marketing world, but early adherents  [...]
Posted: Monday, April 14th 2003

AOL Launches Small Biz ISP

CNET: AOL Tailors Service to Small Businesses The article writes:The AOL for Small Business is essentially a version of AOL with more links to business-related services and content. AOL subscribers who request it will get a new welcome screen that offers stock quotes and links to services such as domain name registration by VeriSign, stock quotes and a small-business resource page.   [...]
Posted: Monday, November 11th 2002

YesMail Increases Reach With Forbes Partnership

Press Release: Yesmail Expands B2B Acquisition Network With Forbes.com Email List Yesmail, a leading online relationship marketing company, today announced the addition of the Forbes.com opt-in email list to the Yesmail B2B Network for customer acquisition. The addition of the Forbes.com list to the Yesmail Network increases Yesmail’s depth in several highly sought after targets including C  [...]
Posted: Friday, November 8th 2002

Good Potential for B2B Webcast Marketing

eMarketer: Western Europe No Stranger to Webcasts IDG surveyed 3,500 people and found that 60% have viewed a webcast for technical and product information, 70% viewed a webcast because they were interested in the topic being presented and over 50% watched one because they wanted to learn more about the particular technology being discussed.   [...]
Posted: Wednesday, November 6th 2002

B2B Web Ads Catching Up to B2C

WSJ (sub requrired): Sell First, Advertise Later In the world of business-to-business e-commerce, there's only one product companies have been reluctant to sell online: themselves. Last year, according to New York-based research firm eMarketer, business-to-business sales made up 90% of all online commerce -- but only about 10% of online ads were directed at business buyers.   [...]
Posted: Tuesday, November 5th 2002