As VP Marketing for NetReality Kit Waugh has tested a wide variety of B-to-B online marketing tactics, including virtual tradeshows and spreading the word about downloadable white papers through bitpipe.com. He's found by far the most effective advertising tactic is ads in online newsletters targeted to his marketplace of medium-big company IT departments.

However, Waugh is perplexed about pricing. Turns out name brand newsletters published by B-to-B magazines such as Information Week, cost as much as 2/3 more to advertise in than their Web-only counterparts published by Internet.com and others. He says, "We get the same response on a per subscriber basis from any of the online newsletters. Maybe the bigger publishers have better branding, but I don't know if that's really true. I'm struggling with that a bit." Perhaps the answer lies in the message B-to-B marketers are trying to get out. A branding ad to establish market leadership may be worth the extra CPM for a name brand ezine. However, direct marketing ads with specific offers may be more cost effective in cheaper ezines.