Data

• Agencies

  Warning: Your CRM System Is Not a B-to-B Database

  Chief Marketer recently talked with John Coe, president of Sales & Marketing Institute, and Jim Wheaton, co-founder of Wheaton Group, about why it is essential for B-to-B marketers to have both a CRM system and a proper marketing database.

• Agencies

  18 Proven Ways to Reach B-to-B Customers with Email

  Business-to-business communications are fundamentally different from business-to-consumer. With B-to-B, there is usually a long sales cycle. Your goal is to engage, to establish your company as a valuable source of information. You want to get your messages opened and read often, making you the authority buyers turn to when they are deciding where to purchase. Here are 18 steps to consider when planning a B-to-B email marketing campaign:

• Agencies

  Automated Data Systems: Why the Human Touch and Quality Control Matter

  Faced with tighter schedules, more information than ever to manage and greater expectations from upper management, many marketers are turning to automated data-marketing systems.

• Agencies

  Broker Roundtable: Targeting Diverse Ethnic Segments

  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: As the U.S. gets more ethnically diverse, what are some tips to help marketers target various demographic segments?

• Agencies

  Shopkick Partners with The CW to Offer Mobile Deals via TV Ads

  When it comes to motivating users to become active in check-in services, discounts and deals are still uncharted territory. A recent survey of U.S.

• Agencies

  High Tech, Personalization Let Citi Refresh ThankYou Rewards Program

  Citi has been actively innovating credit card rewards programs to make sure its cards are the ones consumers reach for when they make a purchase. The issuer has taken a multi-track approach, piloting new ways to customize point rewards but also testing some distinctly different ways to redeem those points.

• Agencies

  Time Warner Launches Hispanic DR, Social Effort

  Time Warner Cable has launched a massive direct response television and print campaign promoting various services to Hispanic people.

• Agencies

  Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts

  At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages.

  This quantity control effort is relatively new. Up through the summer of 2010, Eldorado’s various business departments, including its restaurants, casinos, showrooms, concert venues and hotels, maintained unlinked databases. Because of this, individual properties—like the Eldorado and Silver Legacy Casinos in Nevada, and an Eldorado in Shreveport—didn’t have a complete view of the value of their customers.

• Agencies

  Search Tips: How You Can Reach a Shifting B-to-B Mindset

  While it is true a great B-to-B salesperson is invaluable, Google and other prominent search engines have made finding new and/or unique suppliers much more efficient, thus altering the way many B-to-B buyers purchase items in their private lives

• Agencies

  Retooling Your Marketing Strategy for Success in Emerging Global Markets

  If it’s time for your company to review and retool its marketing strategy for emerging markets, here are some guidelines to get you started down the right path.