Buyers Aware
A lot of business buying has switched from response-based to search-based. That is, when businesspeople consider a purchase, their first stop is the Internet...
Cigar Site Seeks to Develop B-to-B Customers
Online entrepreneur Scott Hall found a new venture to acquire eight weeks ago, at an unlikely source: online classified ad service craigslist.com. The business he purchased is MyCigarLabels.com, which markets not the stogies themselves but personalized cigar labels. ...
Easier Said Than Done
It sounds deceptively simple. To increase business-to-business leads and sales, all you have to do is make four rights: right people, right offer, right...
GETTING THROUGH
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....
Taking Work and Waste out of B-to-B Search Marketing
The great basic advantage of search marketing directed at consumers is that users self-qualify: If they put into that query box the keyword that brings up your ad or the organic link to your page, then chances are strong that they’re interested in what you have to offer and may in fact be ready to buy. Ironically, that can be what makes business-to-business search marketing so hard. ...
Haggins Marketing Acquires Chicago Catalog Group
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
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. ...
Back to the Start
LEAD GENERATION HAS LONG BEEN THE NAME OF THE GAME IN BUSINESS-TO-business. The complex decision cycles that precede most purchases and the high cost...
Attention to Retention
TEN YEARS AGO, Frederick Reichheld's The Loyalty Effect demonstrated to the world that a five-percentage-point decrease in customer defections could improve...
It's Good to Be King
Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it and thrive on it. So business marketers...
Stay in Touch
YOU NEVER CALL, you never write. Who wants to have their customers say that? Certainly not software marketer PTC, which is seeing an uptick in revenue...
B-to-B Marketer Follows the Money
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. ...
ONLINE SNAPSHOT
The Johnny-come-latelies of the e-commerce world are catching up. Business-to-business marketers although still trailing those in the consumer sector...
The Water's Fine
A MULTISOURCED prospect pool takes list-based business-to-business targeting to the next stage of sophistication and effectiveness. Rather than treating...
B-to-B Recipients Want E-mail on Mondays, Tuesdays: eROI
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. ...
