Babcock Jenkins

Integrated marketing is hard. Every single marketing touchpoint should be working together. Executed well, it is a great example of 1 + 1 + 1 = 5. However, integrated marketing isn’t an exact science, there is not a simple litmus test that tells you if your marketing is integrated. Often it is easier to spot the signs your marketing is not integrated. So with that, here are five signs that your marketing is not integrated. 1. Your landing pages don’t fit

Telecom equipment provider and network specialist Ciena Corp. wanted to expand its footprint into segments such as broadband and the triple play of voice, video and data line. To do so, it had to effectively reach the top decision makers in the industries it serves. In the process of meeting this challenge, it shifted its focus from sales force-oriented customer acquisition efforts to a more integrated approach to marketing. Target Marketing spoke with Joe Cumello, Ciena’s director of marketing, about the recent success of its voice/video/data campaign aimed at C-level executives in the telecommunications industry. Target Marketing: What objectives did you set for your voice/video/data

Joe Cumello, Ciena Corp. Telecom equipment provider and network specialist Ciena Corp. wanted to expand its footprint into segments such as broadband and the triple play of voice, video and data line. To do so, it had to effectively reach the top decision makers in the industries it serves. In the process of meeting this challenge, it shifted its focus from sales force-oriented customer acquisition efforts to a more integrated approach to marketing. Target Marketing spoke with Joe Cumello, Ciena's director of marketing, about the recent success of its voice/video/data campaign aimed at C-level executives in the telecommunications industry. Target Marketing: What

11 Best Practices for Fine-tuning Your E-marketing Program Why 11 best practices? Well, I had to pick a number and 300 sounded like too much work. In truth, because my firm has been intensively involved in e-marketing since the earliest days of the Web, it probably has accumulated at least 300 best practices, but many of them have become obsolete—e-marketing changes quickly. Today’s universally accepted, carved-in-stone rule is tomorrow’s dangerously outmoded chestnut. In fact, this list probably will be useless a year from now. So read fast. 1. Measure the right stuff. Unsubscribe rate, for example, is a meaningless metric—people first have to

By Brian Howard As a supplier of cross-platform hosting software, WRQ needs to maximize its relationships with customers. With large clients like Ikea, Boeing and Sony, there's surely an opportunity to cross-sell or upsell around every corner. But bringing in new customers remains a component of the business plan, and since companies the size of WRQ's clients don't tend to move with antelope-like speed and agility when it comes to IT expenditures, anything to nudge leads along the purchase continuum is a plus. This is the proposition WRQ brought to marketing agency Babcock & Jenkins. Oh, and WRQ wanted it all done on

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