B2B-MARKETING | ENGAGEMENT

Chief Marketer talked to several experts to get their take on where and how B-to-B marketers are spending their money in 2011

Tom Simons of Partners + Simons shares how measurement-tools firm Agilent used puppets to charm online prospects into checking out a new product line, and offers thoughts on healthcare/scientific marketing trends you should watch.

Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects

Chief Marketer recently asked business-to-government consultant Mark Amtower for tips on marketing to state and federal government agencies.

A superhero comic and online cartoon are the centerpieces of a new campaign from networking and security application provider Radware to relaunch the Alteon brand.

Internet provider Qwest is using a direct mail series to sell service to businesses. The company is targeting users of rival services.

In business-to-business marketing, the products sold and the buying process are typically complex, requiring not one but a series of touches. DMers grapple

Atlet Inc., a distributor of material-handling equipment such as forklifts, has begun an e-mail and postcard effort to promote two product lines. The

Adeveloper of electronic document delivery systems has achieved a 14% response rate so far to a lead-generation mailing sent to top executives. Captaris

British Airways launched a $1 million online and direct response print effort in September to attract business class passengers to the airline's flights.