Channel | Direct Marketing | Print

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The Secret to B2B Lead Gen: Cut Through the Clutter

|  by Beth Negus Viveiros

Cutting through the clutter & getting prospects’ attention is a challenge in B2B lead gen. “Every channel is so clogged with bad marketing,” says Matt Heinz.

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B2B Direct Mail Tips & Trends

Digital is the focal point of just about every B2B marketing campaign today. But the impact that traditional offline tactics such as direct mail can have in engaging prospects and customers shouldn’t be discounted.

Cross Channel-Alcon

PRO Awards Gold: Best Use of Shopper Marketing 2016—Alcon Howard and the Amazing Eye Exam

|  by webdesign

Alcon had been seeing stagnant sales of its over-the-counter eye-care products. Making matters worse, it was losing shelf space and volume at Walmart, which accounted for one-third of its business. With an eye toward increasing sales and creating a marketing platform specific to Walmart, Alcon and Arc Worldwide/Leo Burnett Chicago created an interactive children’s e-book,…

Cross Channel-Alcon

PRO Awards Gold: Best Cross-Channel Campaign 2016-Alcon’s Howard and the Amazing Eye Exam

|  by webdesign

Alcon had been seeing stagnant sales of its over-the-counter eye-care products. Making matters worse, it was losing shelf space and volume at Walmart, which accounted for one-third of its business. With an eye toward increasing sales and creating a marketing platform specific to Walmart, Alcon and Arc Worldwide/Leo Burnett Chicago created an interactive children’s e-book,…

International-Accenture

PRO Awards Gold: Best International Campaign 2016-Accenture Strategy

|  by webdesign

In launching Accenture Strategy, professional services provider Accenture needed to demonstrate why it was different from the myriad other strategic consultancies in the highly competitive market. A key tactic was to grab the attention of Forbes Global 2000 C-suite executives not only in the usual business publications but primarily in a place these high-flyers typically…

B2B - Pella

PRO Awards Silver: Best B2B Campaign 2016—Pella Commercial Prospecting

|  by webdesign

The goal of Pella Commercial Windows and Doors was straightforward, though hardly simple: It wanted to reach and influence 500 cold-call construction-industry prospects to secure $4 million in new business commitments. The Integer Group worked with Pella to construct a series of four weekly mailings throughout April 2015. Each was designed to stand out from…

Chief Marketer Videos

by Patricia Odell

Julie Barry, director of global brand for Velcro Cos., talks about her favorite Velcro product at PROMONext: Leaders in Promotion Marketing Conference.