BtoB

Using Web to help clients reach goals

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Tria Deibert was named group marketing director of Advanstar’s pharmaceutical and science group earlier this year after occupying the marketing director’s post for the past three years. The group covers the entire pharmaceutical and biopharmaceutical industry value chain and includes eight b-to-b publications, as well as conferences and Web sites. Deibert formerly held marketing positions at BtoB, the Journal of Commerce and Ziff Davis.

MB: What marketing strategies are proving successful for your group?

Deibert: We have gone from consultative selling to true solution selling with a suite of products-dynamic Flash presentations, product blasts, online surveys, content-driven e-newsletters and e-zines, reader roundtables, online advertising-which enable us to design integrated plans to achieve customers’ long-term marketing goals. One [strategy that] works very well is [packaging] video Webinars in an integrated program of print advertising, e-mail marketing, online marketing and even telemarketing.”

MB: What marketing offerings are on the horizon?

Deibert: Going forward, we’re looking at new opportunities in content syndication such as RSS [Real Simple Syndication] and blogs to help us and our customers achieve marketing goals. We try to keep current with the industry and slightly ahead of the curve, but we can’t always anticipate what customers need, so our product mix is constantly changing. We take an “if you can dream it, we can do it” attitude.”

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