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  1. Articles from BtoB Magazine

    btobonline.com

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    1. Close-Up with Tom Nightingale, VP-communications and CMO, Con-way

      Explore BtoB Magazine (Aug 19 2010)

      Close-Up with Tom Nightingale, VP-communications and CMO, Con-way CMO Close-Up: How important is custom content in your marketing efforts? Nightingale: I would absolutely put us in that space. We do thought leadership. ... (Read Full Article)

      Comment Mentions:   America   ROI   B2B

    2. Committed to custom

      Explore BtoB Magazine (Aug 16 2010)

      Committed to custom Lastly, the current emphasis on lead generation in b2b marketing has prodded companies to produce content, such as white papers, that is offered to extract ... (Read Full Article)

      Comment Mentions:   Nashville   B2B   Joe Pulizzi

    3. Getting the most from white papers

      Explore BtoB Magazine (Aug 16 2010)

      “We're marketing against SAP giants like Oracle, and we'll never have their marketing budget,” Smith said. “So we've taken a thought leadership approach. ... (Read Full Article)

      Comment Mentions:   Oracle   Ottawa   Jonathan Kantor

    4. Close-up with Thomas J. Hoehn, director-interactive marketing and convergence ...

      Explore BtoB Magazine (Jun 23 2010)

      It's about identifying prospects and providing information and an awareness of thought leadership. Thought leadership here is important. ... (Read Full Article)

      Comment Mentions:   Kodak   Thought Leader   CMO