B-to-B General Advice

SUMMARY: Many companies outfit large trucks to go on the road and demonstrate their products in real-world scenarios. Though costly, the ROI can be phenomenal … if executed properly.

See how one marketing team melded a mobile-demo truck campaign into their overall campaign to convert leads at a 40% rate. They also reduced 20% off the time of a typical conversion. read the complete case study

SUMMARY: Establishing your brand as a leader in its field can make a real difference for your sales team when trying to convert prospects, especially if your brand is not well known or difficult to differentiate from your competition.

See how a software firm focused on thought leadership to help get its brand to stand out in a crowded marketplace. Includes 10 steps for using client forums and MP3 distribution. read the complete article

SUMMARY: "58.3% of marketers have not revised their original 2008 marketing budgets in response to recent concerns about a possible recession in the U.S." "However, 29.4% have revised their marketing budgets down due to recessionary concerns, while 12.3% have revised their budgets up." "Of those that have revised their budgets down, the channel that will see the greatest decline is print (cited by 45.3% of marketers), followed by events (17.3%), broadcast (10.0%), direct (8.7%), online (6.0%), outdoor (2.0%)... view the complete research record

SUMMARY: When you outsource marketing to an agency, you expect them to handle most of the work. But that doesn’t let you off the hook in your marketing. Far from it.

You remain a key partner with the agency, which means you have to be a great communicator … and that takes effort. See what the head of one marketing agency says they need from their clients to work effectively. Plus, tips on how to help your marketing by helping your agency. 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, Content Director

In 2004, the marketing team at Ciena Corp., a global telecom equipment supplier, had a major image problem with management.

As VP Global Marketing Bill Rozier explains, "Marketing was seen as a press release and trade-show team, a tactical group with marginal business value. At best, marketing was a 'cost of doing business.' "

Today, just three years later, the same marketing team has a seat at the executive table, is invited as... read the complete blog post