BtoB

B2BWorks, OfficeMax to wed on web

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B2BWorks, the first major b-to-b advertising network, has entered into a strategic alliance with OfficeMax Inc., it was confirmed Friday. The deal calls for B2BWorks to become the preferred provider of advertising for OfficeMax's Internet site, including its small-business information portal @MaxSolutions. The move is significant because OfficeMax has extensive database information on its customers, and can target audiences based on buying patterns and opt-in demographic data. Through Chicago-based B2BWorks, it has a chance to sell some of its b-to-b leads for specific industries or job classifications that marketers crave. The deal was spearheaded by Ryan Vero, OfficeMax.com head of eCommerce, and Bill Furlong, B2BWorks president and CEO.
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