Increase in SMB, direct marketing among 2005 trends

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Feb. 10, 2005

New York—An increase in marketing to small and medium-size businesses is among several trends the b-to-b marketplace will see this year, according to John A. Greco Jr., president of the Direct Marketing Association.

Greco’s remarks were part of a breakfast panel discussion at the Business Marketing Association of New York City’s "What’s in Store for 2005" event, sponsored by BtoB.

Regulatory issues in direct marketing, including those surrounding e-mail and telemarketing, will remain on the front burner this year, Greco said, but he predicted they will not hamper continued b-to-b growth. "Despite the challenges … direct marketing for b-to-b is definitely on the ascendancy," he said.

Other trends noted by the panelists include an increased focus on lead generation, measurement and cross platform marketing, including the necessary integration of siloed databases.

"The smart b-to-b marketer has to catch on to the concept of ‘no silos’ ", said Glen Hansen, president of BPA Worldwide. "Both the buying and selling sides of the street are still operating in silos."

Other panelists at the event were: Tyler Schaeffer, senior VP-media brand planning at FCB, and David Hirsch, director of the B2B Vertical Markets Group at Google. BtoB Publisher Bob Felsenthal moderated the discussion.

—Carol Krol

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