Features
The State of B-to-B Marketing
Staff writer Elisabeth A. Sullivan moderated an insightful roundtable discussion with three B-to-B marketing leaders—Ed Russ of Grant Thornton, Tom Nightingale of Con-way Inc. and Rick Segal of
GyroHSR—to get their thoughts on marketing’s role within B-to-B organizations.
Related MarketingPower Extras:
The State of B-to-B Marketing Podcast
Full transcript for the B2B Roundtable
Podcast for B2B Roundtable
Marketers to Watch
Meet a selection of hard-working B-to-B-ers who are accomplishing great things today and learn how they plan on achieving their career goals tomorrow.
Related MarketingPower Extras:
Submit a suggestion for other marketers to watch to editor@ama.org.
Learning From Each Other
The perceived divide between consumer marketing and B-to-B marketing is shrinking, but there still are distinct lessons that each side can learn from the experiences of the other.
Related MarketingPower Extras:
How I Do It interview with Newell Rubbermaid’s Ted Woehrle
How I Do It interview with VF Corp.’s Stephen Dull
B-to-B-to-C
A Slice of Segmentation
Conducting a B-to-B segmentation process can be complicated. Learn how to simplify the process and produce an actionable segmentation with these tips.
Related MarketingPower Extras:
Are Your Customer Offers Making you Profitable?
Meeting of the Minds: The Pros and Cons of Customer-Based Measurement
A Creative Approach for Segmentation Success
Customer Analytics: Segmentation Beyond Demographics
Call Every Shot
More on B-to-B
The Buzz
Core Concepts
Marketing and sales can get along
Related MarketingPower Extras:
Take the Agony out of Analytics: B2B Marketing Forecasting and Analytics
Problem Solved
An e-mail marketing provider didn’t shy from spending on marketing in the recession and now it is sitting pretty
10 minutes with…
George H. Leon, vice president of National Analysts Worldwide Inc., says that you must fi rst truly know your clients and customers to produce a usable segmentation.
Related MarketingPower Extras:
Reeling in the Hungry Fish
Slice It Up and Serve Them
Segmentation Building Blocks
How I Do It
Mike Ludwig, director of global marketing and sustainability at Wesco Distribution Inc., explains how B-to-B marketing extends through the supply chain.
AMA Community Meetup
Check out the AMA’s latest lineup of conferences and events and
learn how you can join the action.
Related MarketingPower Extras:
www.marketingpower.com/events
Guest Viewpoints
What B-to-B Marketers can Learn from Sales
Rainmakers Stephen J. Bistritz and Dan McDade explain how marketers can apply the sales development process to close a deal.
Companies are People Too
GfK researchers Anette Bendzko and Joan Palmquist say that the human element is what B-to-B marketers really need to understand to come out ahead of their competition.