Hewlett-Packard

Stamps.com Announces USPS Shipping Integration With ProStores
August 23, 2013

Stamps.com announced its new USPS shipping integration with ProStores, an e-commerce platform that enables small businesses to sell products and services online from their own websites. ProStores is a unit of eBay. This new integration offers ProStores customers an effective new method for order fulfillment. With Stamps.com, customers can automatically import orders and print shipping labels for all USPS mail classes, domestic and international. Once a shipping label has been printed, customers will see order status details such as the USPS tracking number, ship date and mail class posted to their ProStores account. Additional Stamps.com features now available to ProStores

3 Important Ways Print Is Transforming Direct Mail
August 1, 2013

Since the dawn of the Web, people having been finding excuses to declare print dead. One of those has long been that it's not interactive or as flexible as digital communications. But what if your mailpiece could be just as interactive and flexible as any Web page?

Digital Is Marketing's Future, But It's Not the Only Future
July 12, 2013

Marketers have to adapt in order to survive. For the last decade, survival has meant adopting digital channels at an unprecedented rate. In the coming 10 years, the social, local, mobile (SoLoMo) trend will continue to transform how brands reach their prospects and customers. Compare a marketing plan from the year 2000 with one in 2020 and you will probably find few similarities. That could be a mistake. Just as humans have retained slightly webbed fingers from our aquatic ancestors—and can swim better as a result—there is a good argument for ensuring that some of the channels that were standard

How HP Markets to Individuals
April 24, 2013

Chris Ogburn is director-SMB and channel marketing for the Americas at Hewlett-Packard Co. He recently spoke to BtoB about the need for business marketers to reach out to individuals and how companies without the resources of a Fortune 10 company can take on that task. BtoB: How does HP approach the task of marketing to individuals? Chris Ogburn: You establish a relationship with the customer. You want them to trust you; you want to add value. One of the ways you do that over time is to personalize content

Smarter Direct Mail: Advances in Print That Can Boost ROI
April 22, 2013

There are many sources of pressure to reduce or minimize the cost of postage in hardcopy mailings with commensurate hurdles at every turn. Over the years, postage has been mitigated with workshare discounts that depend on mailing list density, file hygiene, currency of the mailing list and mailpiece shape and design. As the USPS attempts to remove unnecessary costs and employ automation to the max, mailing requirements increase—such as heavier more expensive paper, more tabs or glue, and other creative and preparation demands that can increase costs. So where is the next realm of postal efficiency and savings going to come from?

What HP’s 1 Million LinkedIn Followers Mean for Marketers [INFOGRAPHIC]
March 1, 2013

HP just achieved a major milestone: It's become the first company to attract 1 million followers on LinkedIn. But these 1 million followers represent much more than a number. They are an invaluable asset to HP. They form a targeted community where HP is communicating with the specific professionals who matter to their business, in real time. Given that this communication is happening in the professional context of LinkedIn, where professionals are actively seeking insights and information and where influencers like HP’s CEO Meg Whitman are directly sharing their expertise, it’s an engagement channel that can’t be replicated elsewhere.

What Oracle's Plan to Acquire Eloqua Means for Marketers
January 17, 2013

Marketing is white hot. Last month, the CMO Council declared 2013 “The Year of the Marketer.” Earlier, Gartner had predicted that by 2017, CMOs will spend more on IT than CIOs do. Powered by customer-driven brands and data-driven insights, CMOs can now combine the art and science of marketing into better performance and greater accountability than ever before. Is it any wonder that mergers and acquisitions across the marketing space are heating up, as well? Of course, M&A activity in marketing technology has been building for some time. Last year, Google gobbled up Wildfire. Merkle added mobile shop 5th Finger

The Future of Mail Is Here
January 1, 2013

There are some who say direct mail marketing is dead. Their reasoning takes many tracks and varies depending on where you sit in the marketing universe. For some, the talk track goes like this: The move into online marketing using Web banners and email has been swift and widely accepted by the brands and consumers; we no longer need to go through the pain of developing creative and tolerating the costs associated with printing and mailing direct mail marketing.

Prepare for 2013: 10 B-to-B Marketing Trends and Developments
December 18, 2012

"The past cannot be changed, but the future is yet in your power"—or so goes an old saying. As a history major, though, I can tell you that it's much easier to rewrite history than it is to leave an impact on or to predict the future. Still, in the spirit of prediction season, I offer here 10 trends of 2012 that I think will grow even more prominent in 2013. 1. Digital marketing will continue to grow It's pretty obvious to just about everyone that digital marketing is becoming the main channel for demand generation

Strategic Perspective in 2013: Ask 9 Key Questions
December 13, 2012

It’s December and, for many marketing organizations, that means strategic planning. The typical agendas are being discussed and, for most, 2013 will be a repeat in both strategy and tactics as 2012 was to 2011. Sure, we’ve added some cool stuff like social media to “keep up with the Joneses.” We’ve probably added some cutting-edge technology to our mix to manage all that social data, too. Lastly we’ve added some hip new buzz words to our marketing lexicon like Big Data, content marketing and #hashtag. But have we been able to carry forward any of our learning?