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April 2009
8 28 30
Campaign of the month: Thales Aerospace Profile: Mark Madden, Easynet
Digital: Is it time to change your URL?
APRIL 09
News and analysis Features Regulars
6 News in pictures 22 Cover story: The future of email marketing 12 Event review
Arresting images from the world of Email marketing is so central to most B2B brands’ ‘Exploiting social media in B2B
B2B marketing marketing activities that it is in danger of being taken for marketing’, reviewed by Lawrence
granted, particularly with the rise of newer digital Mitchell, marketing director at RBI
8 Campaign of the month: formats. Lucy Fisher examines how email is being
Thales Aerospace unveils reinvented for a new era 14 Q&A
‘New reality’ Seth Godin, marketing guru
Sean Marland reports on the 28 Profile: Mark Madden, director of global
showpiece event designed to marketing, Easynet 18 Debate: Is email an effective
relaunch Thales to a beleaguered Meg de Jong met with the ISP’s marketing supremo to tool to target Generation Y?
airline industry find out how he has transformed its communications Steve Kemish of Adestra and Per
strategy, and why in the era of digital, he’s still focusing Löfgren of EuroContactPool offer
10 News analysis: Social media on face-to-face opposing perspectives
New research by Forrester says B2B
marketers are missing out on the 30 Digital marketing: Domain names 20 DM File
opportunities presented by social URLs and domain names are coming under increasing Scalable Technologies’ mailer,
media. Sean Marland reports scrutiny as the opportunities for more brand or message- designed by Redroute
focused website addresses become more apparent.
16 News analysis: EWeek Brett Mathews reports 32 Brand makeover
launches lead gen service Gyro International reinvents the
EWeek joins the likes of Conjungo 34 Research: Marketing and technology alignment brand of engineering technology
and ITMedia as a resource for Fabio Torlini, marketing director at Rackspace, on the firm Roush, as Revolve
technology buyers. Meg de Jong findings of a recent research project that identified the
investigates the rise in lead growing gap between website functionality and the 50 Backchat
generation sites demands of marketing campaigns Scot McKee of Birddog
Best practice
B2B Marketing’s best practice section, starting on p35, is designed to
help you increase the effectiveness of your marketing
35 Evaluating creative 40 Going digital 45 Web innovations
Claire Weekes examines that Stuart Small of Google Paul Hatcher looks at the role
perennial tricky issue in B2B – investigates how to use of personas
how to evaluate and rate digital to mitigate the
creative ideas impacts of the recession 46 Data Q&A
How to manage your
38 Technology 43 Social media marketing data
How do you find the right Tom Chapman of Headstream
email marketing platform for on online communities in 48 Recession analysis
your marketing needs? Dave B2B, and what factors to Rolf Hickmann of PH
Howell investigates consider when establishing one examines the impact on SMEs
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To search B2B Marketing’s comprehensive content archive visit www.b2bm.biz
B2BM APRIL 09 – www.b2bm.biz
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