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Hoover’s Connects With IT for Better B-to-B Sales

How can you get IT street cred and build a rapport with the technology professionals who will ultimately help approve and implement your solution? Stephen Bergmann offers some thoughts on how Hoover’s has connected with IT pros to market its Application Programming Interface (API) products.

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Broker Roundtable: The Outlook for B-to-B List Prices

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What’s the outlook for B-to-B list prices going forward?

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Pitney Bowes DR Effort Promotes Customer Loyalty

Pitney Bowes is launching a direct mail, radio and online campaign to generate awareness of its expansion into customer communications management.

Agencies

Ben & Jerry’s Mixes Sweets & Tweets

At the Vermont headquarters of Ben & Jerry’s, we’re always looking for the next fun and funky thing. Whether it’s a flavor with late night’s Jimmy Fallon or a quick turn-around response to a timely opportunity like the legalization of gay marriage. While we hear all the time that “there are no new ideas” and that every marketing effort has been done before—we refuse to believe it. And that is how we came up with a new twist on Twitter to support our commitment to Fair Trade.

Maximize Trigger Campaigns With a Multichannel Approach

Two-thirds of customers are already behaving in a multichannel manner, yet the current best practice for triggered-based messaging is single channel in its approach. This is to the disadvantage of marketers who seek to use this approach to deliver relevance.

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Back in the Ring: WWE and 7-Eleven

When you’re running a promotion for three consecutive years, it’s got to incorporate some freshness. And that is the plan for WWE and 7-Eleven as the convenience stores began a month-long promotion.

Agencies

Religious Marketer Tries to Reach Younger Audience

The Printery House is reworking its direct marketing and search strategy to increase efficiency and appeal to a younger audience.

Crack the Case

Best Incentive Campaign Agency: OgilvyCampaign: Crack the CaseClient: Intercontinental Hotels Group In February, Intercontinental Hotels Group wanted to attract Hilton Hotel members who were upset with the recent devaluation of their points and increase …

IBM: Destination X

IBM Australia needed to motivate its channel partners to sell the System X server, making an impact against companies that had been somewhat desensitized after receiving previous IBM incentives

Feel Good in Naturalizer Tour

Naturalizer shoes have been known for comfort, but the new Fall line was designed to be stylish as well. If they could get the target audience to try Naturalizers on for 15 minutes, the company felt the brand would sell themselves