BtoB

The big question

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“Consumer businesses are leading the way. I look to Amazon, Google, Yahoo and all these new start-ups to see how they’re driving customer-to-customer interactions.”
—Michael Metz, senior director-Web marketing and strategy, Cisco Systems

“Our agency partners inspire us. Also, young people that just came out of grad school. I look at everything—fashion, jewelry, iPods—to see how other people are doing things.”
—Andrea Cotter, director-healthcare/life sciences marketing, IBM Corp.

“I’m a member of the ANA [Association of National Advertisers] and other marketing associations. We go to conferences and see what other companies are doing, then we take some of these ideas and see how we can adapt them to our business.”
—Greg Salah, VP-marketing, USG Corp.

“We are considered a building materials company, but we rely on HGTV and those types of programs that have to do with building, innovation and design.”
—Keith Pigues, VP-marketing, CEMEX, and chairman, BMA International

“We spend time at things like the DMA [Direct Marketing Association], BMA and CMO Summit. Since we’re in manufacturing, we like to spend time with marketers to understand how they’re using our technology.”
—Diane Quinlisk, senior manager-market development, Kodak Graphic Communications Group

“I look at the technology companies, where I came from, mainly from the standpoint of the tech tools [these] marketers are using, such as CRM and social networking.”
—Giuseppe Zuccaro, marketing consigliere

“Sports marketing. We want to find new ways to appeal to smaller and smaller segments.”
—Mark Semmelmayer, communications manager-marketing services/Roswell, Kimberly-Clark

“We’re a commercial truck manufacturer [with a channel sales distribution model]. I like to look at other industries that do that.”
—Rob Swim, director-dealer marketing, International Truck & Engine Corp. Truck Group

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