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Study: B-to-B Marketers Lagging With Social Media

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B2B @ FolioMag 2012-11-27 20:36:05
Business-to-business marketers are underutilizing social media and its potential, according to new data from Eloqua, a marketing automation company. Of 548 b-to-b marketers surveyed by Eloqua, about 40 percent say they are not yet using social media marketing. Additionally, about 25 percent of respondents say they don?t know how their company plans to use social media marketing in the future. Although many …

The Joss Group's Hurricane Marketing: Case Studies from the Bad Taste Department

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B2B @ FolioMag 2012-10-31 15:21:06
We received this e-mail from the Joss Group on Monday, as the hurricane was about to hit. Not only did they take a shot at our decision to postpone the MediaNext event?we didn't cancel it, we postponed until January?but they also made hurricane jokes. For the record, Joss Group, here's some of what what Hurricane Sandy did: ? Caused 51 deaths.? …

ABM Adds Nine Companies to Membership Roster

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B2B @ FolioMag 2012-10-23 18:24:39
ABM, which is wrapping up its Executive Forum being held in Chicago this week, voted nine new companies into membership at its board of directors meeting Monday.Media members include Editorial Projects in Education, InsuranceNewsNet.com and new international member Beuth Verlag GmbH.The association also added six associate members, including Adobe Systems Inc., bXb Online, LiveIntent, MagToGo, Tout and WeiserMazars LLP. "These new …

Quartz May be a Diamond

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B2B @ FolioMag 2012-09-28 17:32:00
Four days in and I really do like Quartz. I like the catchy categories like ?Energy Shocks,? and ?Low Interest Rates,? and ?Modern States.? I like the simple and clean look. And I like the ease of navigation on my iPad and my iPhone5 (just had to throw that in?kinda like a middle school student who inserts, n?est pa? at the …

Folio: Taking Content-Creation Summit Series on the Road

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B2B @ FolioMag 2012-09-11 20:50:39
FOLIO: unveiled a one-day, nuts-and-bolts training workshop this week focused on presenting essential new skills for content creation and deployment. The workshop will be conducted three times in 2012?in Los Angeles (October 10), New York (November 14) and San Francisco (December 4). Called C2, the workshop is built on more than 70 case studies and best practices from around the media …

Three Core Elements Marketers Want From Tradeshows

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B2B @ FolioMag 2012-08-21 20:39:35
Like most of you, I pay close attention to what is going on in the event space. I find myself particularly interested in trends and the overall outlook for our industry. Not surprisingly, some events are up, others are down and many find themselves relatively flat. However, being internal optimists, we always look for the silver lining?exhibit space was off, but …

Foliomag.com Changes to Metered Paid Access Model

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B2B @ FolioMag 2012-08-14 17:37:43
An announcement went out today, but if you haven't seen it, we've decided to put Foliomag.com on a metered paid-access model. Here's why:Our mission has always been to provide you with the most up-to-date and in-depth resources to help media companies succeed. Our news and analysis lead the industry. Our blogs, columns and more offer the context and perspective you need …

The Demand Generation Disconnect

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B2B @ FolioMag 2012-07-11 21:47:11
Only 20 percent of sales and marketing executives are confident that their current demand generation campaigns are effective, according to recently released research from Corporate Visions, Inc., a leading sales and marketing messaging company.�Based on a poll of more than 440 b-to-b sales and marketing professionals around the globe, the survey results aren?t really surprising and highlight both a challenge and …

Make Your Content Marketing Relevant

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B2B @ FolioMag 2012-05-31 17:25:59
It?s sad but true, Virginia?less than half of IT decision makers consider the marketing content they receive from the vendor community to be of any use. How do we know this? We polled them of course! Surveys never lie, but there?s reason to believe that this one was particularly accurate. For one thing, the sample was quite sizeable?over 860 corporate IT …

IT Versus Marketing

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B2B @ FolioMag 2012-05-01 18:32:23
Frank Cutitta, CEO of the Center for Global Branding, speaking at the American Business Media Annual Meeting in San Francisco Tuesday, offered an insight into the relationship of IT and Marketing. With a slide showing a road sign warning drivers to slow down next to another of a rocket careening out of control, said: ?IT is the land of slow and …

Ideas For Growing B-To-B Audiences

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B2B @ FolioMag 2012-04-26 17:50:45
Expanding the b-to-b audience is something all publishers in this demographic are trying to do?growing circulation beyond traditional bases is essential in 2012 and something Nick Cavnar, vice president of circulation for Hanley Wood Business Media, understands. When looking at new media versus a qualified model, media professionals can see that the results provide somewhat of a schizophrenic audience model, Cavnar …

B2B Media Meets BYO Everything

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B2B @ FolioMag 2012-04-17 14:12:07
Bring your own device (BYOD) is one of those big changes currently sweeping through the tech sector. Instead of the new employee being handed an aging laptop much abused by the three previous employees, the newbie is being told to use whatever device they want and the IT staff will do the work of connecting the BYOD to the corporate network. …

Delivering Products That Fit the Reader Experience

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B2B @ FolioMag 2012-03-27 15:00:20
For 35 years?mostly living in Manhattan?I have owned a car. This past weekend I gave up my car at lease-end and did not replace it. I realized that in four years I hadn?t driven 9,000 miles and the cost and annoyance of owning was not worth it. I could rent when needed.I decided to use the cathartic experience to think of …

Resisting Brandividualism Is Futile

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B2B @ FolioMag 2012-03-20 20:11:50
Last fall, at the American Business Media?s Executive Forum, I joined IDG Enterprise CCO John Gallant and SourceMedia EVP/CCO David Longobardi on stage for a panel about the future of content and editorial and, much to my surprise, my introduction of the ?brandividual? concept turned into a lightning rod for subsequent hallway conversation (see FOLIO:'s blog on the topic here). When …

Lead Generation to Brand Generation: From Chasing Customers to Creating Customers

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B2B @ FolioMag 2012-02-14 20:39:42
Few things have caused more disruption for business marketers and business media than the changing nature of demand generation. Email, the Internet and social media have enabled drastic new ways to generate demand and engage with customers and prospects. As a result, many of the laws of physics in advertising and marketing - reach and frequency, brand awareness, brand preference and …

Ziff Davis Enterprise, Brand Equity and Lead-Gen

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B2B @ FolioMag 2012-02-07 17:29:00
The sale of Ziff Davis Enterprise to online marketing company QuinStreet Friday raises some interesting and, on the surface, worrisome thoughts on the role brands and content play in connecting buyers and sellers. I should mention that we don't yet really know how QuinStreet is planning to incorporate ZDE's brands into its operation. The company declined to offer any details in …

The Brandividual, ?Problematic Neutrality? and the Emerging Editorial Model

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B2B @ FolioMag 2011-10-27 19:50:54
The theme of this year?s American Business Media Executive Forum was paid content, and vets from every facet of the b-to-b industry were on hand to offer guidance and lessons from the field. Beyond the paywall debates, marketing services and analytics discussions was the business brands are built on: the content. David Berlind, UBM Techweb?s editor-in-chief/CCO, John Gallant, CCO with IDG …

Here's to Bigger, Better Growth

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B2B @ FolioMag 2011-10-11 15:01:05
When is five consecutive quarters of growth not enough? Right now in magazine publishing. To see real, sustained growth, there are three things every magazine publisher should do to keep readers and advertisers engaged. 1. Create Franchise Issues Like most, at ASI we questioned every expense during the past recession, but there?s one thing we did not do: cut editorial staff. For Advantages, …

Notes on Ethics, Social Media and Ad Spending

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B2B @ FolioMag 2011-09-22 19:11:28
Here are some ruminations on trends, courtesy of my annual trip to the U.S. Open with three good friends, Ted Bahr, CEO of BZ Media, Steve Davis, president of SRDS, and Michael Forgash, an account executive at SRDS. We've been doing this outing for years, the four of us, and over that span, as a result of my exposure to the accumulated …

The Magazine Industry's Top Young Innovators: A Call for Nominations

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B2B @ FolioMag 2011-08-16 14:33:37
It's time for the young guns to shine.As the magazine industry evolves, many of thepeople leading the charge are part of a crop of young, fresh talent (in fact, at the recent Yale Publishing course, Dwell Media president Michela O'Connor Abrams quipped that only she and one other staffer are over 30).For the October issue, FOLIO: will be profiling 13 of …

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