Beth Negus Viveiros, Author at Chief Marketer

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Concentrate on B-to-B Enewsletter Content

Putting together a B-to-B e-newsletter? Focus on the actual reader, not the company

Outsider’s Perspective Helps Hoover’s Refine Brand

Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message.

This was not a feel-good exercise. “With everything going into social media, the world is becoming more outside in than inside out,” says James Rogers, vice president of marketing at Hoover’s. “It used to be you could design what you wanted your brand to be, and then you’d promote it.”

No longer.

Agencies

Broker Roundtable: How important are PURLs becoming as a data source?

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: How important are personal URLs (PURLs) becoming as a source for gathering data on customers and prospects?

Agencies

Six Tips To Increase Your Direct Mail Open Rates

Your direct mail package could include the most clever appeal ever written or offer the world’s best premium, but if your target never opens it, it is all for naught

Agencies

Asking the Right Questions in Data Analysis

What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”

Agencies

Detailed Matchbacks Offer Stronger B-to-B Purchase Data

For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities.

It is easy—and therefore tempting—to attribute a sale either to the last outreach effort, or the one which actually results in a sale. But there are several hazards in using these methods. The first is that electronic solicitations often result in immediate sales, or have built-in sales tracking mechanisms. As a result, marketers tend to over-credit their impact on sales, while underestimating offline efforts’ import.

LA Weight Loss Tests New DRTV Campaign

LA Weight Loss expanded its direct marketing strategy earlier this month with DRTV spots running on cable and broadcast networks.

Agencies

Best DM Copywriting Blends Old and New Tactics

Chief Marketer recently talked with Bruce Henderson, group creative director/senior partner creative with Ogilvy&Mather Worldwide, New York, to get his thoughts on the current state of DM wordsmithing and why keeping search in mind should be job one for all copywriters.

Social

Cisco Listens To B-to-B Social Media Chatter

While business-to-business CRM may start with a backslap and a martini, Cisco Systems is using social media to build a better backslap. “Businesses go to certain watering holes,” says Theresa Kushner, director of customer intelligence within Cisco’s strategic marketing organization. “And those companies have individuals who are making decisions, who have voices they are sharing outside of their companies.”

Agencies

Analysis Makes B-to-B Catalog Pages Work Harder

EVEN THOUGH NEARLY HALF OF ITS ORDERS now come in via the Web, a print catalog is still an essential vehicle for generating sales for Trainers Warehouse.