B2BM MAR 08 – www.b2bm.biz
Sponsor’s comment 03
INNOVATING THE INNOVATORS
B2B marketing databases are getting smaller Too often, technology companies apply a ‘tick-the-box’
“
for two key reasons. The first is because of approach to their marketing. Budgets are set way in
greater intelligence around customer data, advance and are based to a large extent on what was done
thanks to the integration of a variety of technologies in the previously, rather than what should or could be done now.
marketing loop – so databases are becoming more Smart thinking is required in a highly competitive and
segmented. The second is simply because better database multi-channel environment and those who innovate are
management and improved diligence around contact data , those who will be visible.
due to a corporate need to comply with data best practice. As an industry, we have the opportunity to use our
Now, if you’re marketing to a niche or specific audience creative talents and resources to better effect than ever
“If you’re looking to succeed
(more than likely the same audience targeted by your before. Marketers have much more to play with, which
now and in the future, history
competitors) the tactics and tools that you employ have to means you can employ a mix of media to develop a truly
shows us it’s the creative
set you apart from the competition. Direct marketing, integrated approach to your advertising and other
thinkers who reap the rewards
events and peer-to-peer networking opportunities – such as communications.
of success and recognition”
a CXO wine tasting and dinner at a swanky London If you’re looking to succeed now and in the future,
“
restaurant – are no differentiators. To counter a lack of history shows us it’s the creative thinkers who reap the
CHRIS SYKES
innovation, it’s often the size of the budget, not the idea, rewards of success and recognition. So for companies built
MD, Volume
that dictates the success or failure of a campaign. This on innovation, introducing a more innovative
approach however, may not be the most prudent way of approach to their marketing shouldn’t be a
spending precious marketing dollars. difficult task.
Sponsored by
This publication was produced as a supplement MEDIA DEVELOPMENT MANAGER: David Lewis DESIGN: ICD, West Sussex
of B2B Marketing, March 2008. TEL: 020 7438 1376 info@icd.gb.com
EMAIL: david.lewis@b2bm.biz
EDITOR: Joel Harrison
©
Copyright Silver Bullet Publishing Ltd 2007
Elemental
TEL: 020 7438 1373 PUBLISHING DIRECTOR: James Farmer
chlorine free
All rights reserved
EMAIL: joel.harrison@b2bm.biz TEL: 020 7438 1375
EMAIL: james.farmer@b2bm.biz
No part of B2B Marketing may be reproduced, stored in retrieval systems, or
DEPUTY EDITOR: Lucy Reiter
transmitted in any other form, or by any other means, electronic,
mechanical, photographic, recording or otherwise without the prior written
TEL: 020 7438 1372
B2B Marketing is available on subscription.
permission of the publisher. The contents of B2B Marketing are subject to
EMAIL: lucy.reiter@b2bm.biz
To subscribe, call 020 7438 1370, or go to reproduction in information storage and retrieval systems.
Sustainable
www.b2bm.biz/subscribe forests
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16