DIRECT - Direct Marketing B-to-B

B-to-B News/Stories

GETTING THROUGH
Jan 1, 2007, By Ruth P. Stevens
Business-to-business marketing may not have the glamorous reputation of its consumer cousin. But that doesn't mean there aren't plenty of hot new ideas to help B-to-B companies better acquire and retain customers. Here's a roundup of new developments to help you meet your business objectives....

Haggins Marketing Acquires Chicago Catalog Group
Nov 28, 2006
Haggins Marketing Inc. of San Francisco has acquired the Chicago Catalog Group, which will enable the agency to offer expanded consumer business-to-business catalog-marketing services....

Study Calculates Cost of Poorly Targeted B-to-B Mail
Nov 9, 2006
The average businessperson receives more than 2,000 mail solicitations a year, and a good chunk of that is either addressed to a former employee or irrelevant, according to a new study. ...

B-to-B Marketer Follows the Money
Sep 27, 2006, By Brian Quinton
Lead generation has been the name of the game in B-to-B online marketing for some time now. The long, complex decision cycles that precede most B-to-B purchases and the relatively high cost of the products have led most marketers to believe that they’re doing best by getting a name and phone number or e-mail address on the Web, then following that lead up offline. But like any other conversion, B-to-B marketers are showing a growing interest in being able to track those leads all the way to a terminal sale. ...

B-to-B Recipients Want E-mail on Mondays, Tuesdays: eROI
Aug 16, 2006, By Ken Magill
The overwhelming majority of recipients of business-to-business e-mail prefer to get it on Mondays and Tuesdays, according to a study released this week by e-mail service provider eROI. ...

Easy as 1, 2, 3
Aug 1, 2006, By Ruth P. Stevens
MEASUREMENT is a hot topic for marketers today. Everyone is under pressure to demonstrate results, deliver value to their firms and justify budgets. Fortunately,...

Penton Media Explores Strategic Alternatives
Jul 11, 2006
Penton Media Inc., a business-to-business media firm, has retained Credit Suisse Scrutities LLC to assist it in exploring strategic alternatives, including a possible sale....

World Marketing Names Jeff Thies VP of Marketing
Jul 11, 2006
World Marketing Inc., a direct marketing services firm, has hired Jeff Thies to serve as vice president of marketing. Thies will report to Mac Rogers, the Dallas-based firm's president and CEO....

ATTENTION, PLEASE
Jun 15, 2006, By Beth Negus Viveiros
DIRECT TALKED recently with Rob Norman about the current state of direct marketing media buying. Norman is director, interaction at Group M Worldwide...

AIG's Homegrown Solution
Jun 15, 2006, BY LARRY RIGGS
WHAT HIGH-PRICED system did American International Group buy in 1998 when it needed a way to shovel leads to commercial insurance brokers in the United...

Reaching Out
Jun 1, 2006, By Ruth P. Stevens
WHAT ARE THE most effective ways to reach business buyers? You know the arguments: Some marketers swear direct mail is still best because targeted lists...

Web Gains Importance as B-to-B Channel: Survey
May 15, 2006
B-to-B customers are turning to the Web in growing numbers to find distributors for the materials they need, according to a survey of engineers, technical buyers and scientific professionals conducted by vertical search engine GlobalSpec....

Lowering Sales Pressure
May 1, 2006, By Larry Riggs
Medical instrument manufacturer Medwave is hoping a new Web-based tool will boost sales by at least 10% and lower the cost of its prospecting visits,...

Two-Way Effort for Four-Way Trucks
Apr 1, 2006, BY LARRY RIGGS
Atlet Inc., a distributor of material-handling equipment such as forklifts, has begun an e-mail and postcard effort to promote two product lines. The...

FEEDING THE BEAST
Apr 1, 2006, By Ruth P. Stevens
Salespeople need leads to make them more productive, and tried-and-true techniques of targeting, media selection, offer development, message platforms, response management and campaign analysis can help them out....

InfoUSA to Create UK Small Businesses Database
Mar 22, 2006
InfoUSA will begin compiling data on small businesses in the United Kingdom during 2006. The file will contain information from a variety of publicly available sources, including printed directories....

B-to-B Marketers Lack Permission Practices: Study
Mar 21, 2006, By Ken Magill
[Magilla Marketing] An eye-popping 39% of business-to-business marketers have no formal permission practices in place for collecting e-mail addresses, according to a study conducted recently by Magilla Marketing’s parent publications, Direct and Multichannel Merchant....

From E-mail to Snail Mail
Mar 1, 2006, BY LARRY RIGGS
TruckersB2B, having found that direct mail is the best way to communicate with its members, plans to almost double the amount it sends this year. Why?...

HANDLE WITH CARE
Mar 1, 2006, By Beth Negus Viveiros
DATA WHERE TO GET it and how to maintain it was the topic of Direct's 2006 business-to-business roundtable. With the help of our columnist Ruth P. Stevens,...

EVENT MARKETING = DIRECT MARKETING
Jan 1, 2006, By Ruth P. Stevens
DIRECT MARKETERS are adept at trade show marketing. We know how to select the shows that our prospects are likely to attend. We set up plenty of meetings...

B-to-B Marketer Tries RSS
Jan 1, 2006, BY EDA GALENO
HOW DO YOU BUILD READERship for a business-to-business e-zine? One way is to add an RSS feed. [Really Simple Syndication] has taken off for newsletter...

Get Your Hot Leads
Dec 1, 2005, BY LARRY RIGGS
Q: How do you sell a software program that costs up to a quarter of a million dollars? A: Through a cheap but precisely targeted electronic lead-generation...

Missouri AG Sues Unsolicited B-to-B Faxers
Nov 22, 2005
Missouri attorney general Jay Nixon has filed a series of suits designed to reduce the number of unsolicited faxes firms within his state receive....

Telephone Number One for B-to-B Sales Leads: Survey
Nov 8, 2005
Business to business marketers rated telemarketing as the most important source for B-to-B lead generation, according to a new survey...

The Best and the Brightest
Oct 15, 2005, By Ruth P. Stevens
WHEN THE TOPIC is business-to-business direct marketing, I'm often asked about what kind of response rates to expect, about the most productive media...

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