Scott Vaughan, CMO for UBM's TechWeb, said b-to-b marketers that rely on media companies to provide marketing services have different and often deeper relationships than they've had with those companies in the past. Because of this closer relationship, he said, marketers must ask several critical questions of their media partners:
Is there a single point of contact/accountability to manage my program?
Who are the specific editors, Web marketing managers and program managers working on my program, and can you tell me about their online experience?
What specific online marketing and engagement techniques (e.g., email, digital, social, mobile, SEO, SEM) will you be using?
What combination of online technologies and platforms will you be using?
Can you show examples of work you have delivered and the results?
Are there other clients I can talk with?
What are the agreed-upon success metrics/guarantees?