Ideas & Insights
B2B Briefs & White Papers
Commentary on trends and technologies influencing the B-to-B marketing community.
Recent Insights
By Topic
Branding- Importance of Branding in Uncertain Times (65 KB PDF)
- B-to-B Branding: Consumer Models Need Not Apply (105 KB PDF)
- B-to-B Branding in a 2.0 World (106 KB PDF)
- Branding Differentiation (55 KB PDF)
- Extending B-to-B Branding Through The Channel (184 KB PDF)
- Living your Differentiation in a Web 2.0 World (101 KB PDF)
- Channel Communications, keeping your channel partners informed, motivated, and committed to your brand.
- Channel Strategy Audit (63 KB PDF)
- Change your mind about B2B direct marketing (67 KB PDF)
- Three ways to make B2B direct marketing work (98 KB PDF)
- B-to-B marketing integration in a Web 2.0 world (69 KB PDF)
- Planning the customer experience at Web 2.0 speeds (67 KB PDF)
- Hyperintegration Marketing Audit (148 KB PDF)
- B-to-B Media Channel Planning (190 KB PDF)
- Cause-Related Marketing, linking your brand to a worthy cause.
- Communications for the Customer Lifecycle, building a marketing pipeline to cultivate lukewarm prospects and track results.
- Effective Customer Mindshare: Turning Awareness into Results
- Marketing Planning for Success, tough questions that, when answered,
help you market more successfully. - Marketing ROI, Helping you show how your marketing communications programs add to the bottom line.
- Top B-to-B Marketing Challenges
Marketing Communications - General
Public Relations- B-to-B Marketing Analytics
- Communicating with Engineers, making the human connection with your technical audiences.
- Extranets, earning customer loyalty by making it easier to do
business with you. - Lead Management System Audit (147 KB PDF)
- Sales and Marketing, bridging the communications gap.
- Trade Shows & Fairs, making the most our of your trade show investment.
- Change Communications, helping you communicate effectively about business launches, mergers,
acquisitions, changes in market
dynamics, or crises. - Crisis Communications, keeping your cool in a crisis situation.
- Download Convergent PR White Paper (102 KB PDF)
- Podcast White Paper (69 KB PDF)
- Selecting Partners to Communicate Your News (66 KB PDF)
- B-to-B Strategic Search White Paper (105 KB PDF)
- Search Engine Optimization, building traffic to your site with higher search engine rankings.
- What B2B Marketers Need to Know about Improving Search Engine Performance (81 KB PDF)
