Description
B2B marketers have relied on email marketing campaigns to generate online revenue and digitally cater to the growing number of their customers and prospects who are migrating to online venues.
BtoB Research Insights
May 2012
The Maturation of Online Marketing
In partnership with
2
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
TABLE OF CONTENTS
1. The Maturation of Online Marketing
2. The Online Marketing Opportunity: The Next Frontier
3. The State of the Art
4. The Online Marketing Challenge
5. Enhancing the Marketing Mix
6. Providing Impact across the Marketing Mix
7. Key Takeaways
8. Appendix
4Methodology
4List of contributors
4About BtoB
NOTES & RESOURCES
BtoB conducted an extensive online survey in January and February of 326 B2B marketers
and other executives about their views on online marketing and how to increase the value of
their brands online. This white paper presents those ?ndings, as well as suggestions for the
future. See the Appendix for further details on the methodology.
In partnership with
3
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
THE MATURATION OF ONLINE MARKETING
For years B2B marketers have relied on email marketing campaigns to generate
online revenue and digitally cater to the growing number of their customers and
prospects who are migrating to online venues. It’s little wonder: Since online
marketing went mainstream in the early 2000s, email has been a workhorse, helping
B2B marketers to establish their digital credibility with customers, generate sales
revenue and tap into new audiences.
However, in recent years several new online marketing tools have emerged, such
as blogs, white papers and social networks à la LinkedIn, Facebook and Twitter
(not to mention all of the mobile platforms, with smartphones and the iPad selling
briskly). Yet marketers are having a tough time ?nding the right marketing mix and,
as a result, are not meeting the demands of the sales pipeline. Part of the problem:
Marketers still overwhelmingly rely on email to drive new business online and fail
to budget for other online marketing tools that can enhance their brands’ visibility
online, boost sales revenue and position their companies for the future.
THE ONLINE MARKETING OPPORTUNITY: THE NEXT FRONTIER
While marketers still rely on email marketing, its effectiveness is waning, and the
onus is on B2B marketers to develop myriad other marketing channels in order to
meet, if not exceed, sales pipeline demands. When it comes to improving marketing
effectiveness, having a diversi?ed marketing mix trumps lead generation and
nurturing and customer retention/loyalty, perhaps because B2B marketers are
beginning to realize that without an integrated marketing plan lead generation and
customer loyalty are likely to suffer.
And while email marketing continues to be the greatest contributor to leads and
sales revenue, there is signi?cant room for growth within other marketing channels
such as SEM, SEO, social media and display advertising, which are soaring in
popularity in B2B sectors.
Display advertising is the key to having a robust online marketing program.
Here’s why: Unlike some of the other marketing channels, display advertising
complements the overall marketing mix and reaches the largest possible audience
online while providing the greatest precision. Individual marketing channels target
a particular stage of the sales funnel — for example, social channels are aligned
to help raise awareness and get prospects into the sales funnel in the ?rst place —
whereas display advertising impacts the entire sales funnel, starting from the initial
awareness of the products and/or services at hand and proceeding all the way to the
purchase.
In this white paper we will explore the trend among B2B marketers to develop a
more diversi?ed marketing mix in order to meet the demands of the sales pipeline;
the ingredients to a successful marketing mix online and the importance of display
advertising as part of an integrated marketing strategy.
4
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
THE STATE OF THE ART
It’s been several years since “integrated marketing” became a mantra among B2B
marketers. Simply purchasing an advertising schedule from a trade publication
(or website) is no longer suf?cient in a digital age, when every few months a new
technology or media platform emerges that can help B2B marketers get their
messages out and reach potential customers and prospects that might otherwise be
unavailable to them.
Despite the explosion in online marketing channels (blogs, SEO, SEM, social
networks) a majority of B2B marketers are still having a tough time creating the
kind of marketing mix that will translate to the top and bottom lines. According to
the survey, 32% of the respondents said their marketing mix is not meeting sales
pipeline demands and 41% said they were unsure or unable to measure how well
marketing is meeting the demands of sales. A little more than a third of respondents
said their marketing mix was meeting sales pipeline demands and 6% said their
marketing mix was exceeding sales pipeline demands.
Question: To what degree is your current online marketing mix meeting the
demands of your sales pipeline (i.e driving enough leads to meet sales goals)?
5
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
THE ONLINE MARKETING CHALLENGE
The rise of online marketing presents a conundrum for CMOs and B2B marketers.
The Web and, increasingly, mobile devices, such as smartphones and tablets, offer
a wide array of opportunities for B2B marketers to build on existing relationships
and reach out to prospects who populate in and around their markets. But, at the
same time, B2B marketers are grappling with how to establish metrics that can
track customers and prospects via online platforms. According to the survey, 55%
of CMOs reported inadequate metrics to measure digital marketing results and 63%
percent of marketers said that their existing marketing mix does not meet sales
demand. A whopping 77% of CMOs aren’t even sure of where to reach customers.
CMOs’ struggles to reach more of their target audience is arguably the greatest
challenge facing B2B marketers these days because if they don’t land new prospects
they can’t feed the sales pipeline and generate more leads – and then marketing
budgets will stagnate. Generating more leads (61%) and reaching more of their
target audience (48%) were the two biggest marketing challenges for 2012, the
survey said. Accurately measuring and attributing online conversions to the
correct marketing channels (39%), and elevating their brand online (34%) were also
concerns.
6
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Finding the right marketing mix is top of mind for a growing number of B2B
marketers. Without an effective blend of marketing tools, marketers will leave their
audience(s) adrift and may risk throwing good money after bad in their pursuit to
?nd those audiences.
Question: What do you consider your greatest online marketing challenges for
2012? Check all that apply.
ENHANCING THE MARKETING MIX
Marketing Activities with Highest Conversions
Let’s consider the marketing activities that are working effectively for B2B
marketers and leading to sales conversions. Half of the respondents cited email
as the marketing activity with the highest conversion rate; not hard to understand
why when you consider that email marketing is well into its second decade and
marketers have become conditioned to using it to drive revenue.
Yet both display ads (35%) and paid search advertising (36%) were cited by a
signi?cant number of respondents as moving the sales needle. Social media was
cited ranking #2 by 24% of respondents. Nevertheless, each individual marketing
channel has demonstrated that it can fuel positive results and lead to sales
conversions; so much the better if marketers can harness all of the channels in
unison to achieve higher (and more consistent) conversion rates.
7
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Question: Please rank the following in terms of where marketing activities achieve
the highest conversions. Rank where 1 is the highest to 4 is the lowest.
Since the advent of the Web, email marketing has served B2B marketers well. For
the foreseeable future, the medium will remain an integral part of most any online
marketing strategy. But marketers understand that, if they want to take online
marketing to a new (and more pro?table) level, they can’t put all of their eggs solely
into the email basket. Being able to locate their audiences online and create new
revenue streams require B2B marketers to deploy a full suite of marketing tools.
Marketing budgets re?ect the trend: Asked which areas they plan to invest time and
resources to improve online marketing effectiveness this year, 77% of marketers said
improving and diversifying their marketing was a top priority, followed by brand
awareness (56%) and ROI accuracy (53%). Customer retention and loyalty was
cited by 31% of marketers as an important area. More than half of the respondents
(52%) said they wanted to boost thought leadership and 43% said they wanted to
boost lead generation and nurturing. Boosting lead-generation rates, of course, is
a function of knowing at which stage your customer are in the sales funnel and the
kinds of marketing activities to which they will be receptive.
8
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Question: In which areas do you plan to invest time and resources to improve your
online marketing effectiveness in 2012?
Existing Channels and the Demand Gen Dilemma
Increased pipeline demands require new approaches to lead generation. While a lot
depends, of course, on the target market, marketers need to create an effective blend
of online marketing tools, including email, SEO, SEM, social media and display
advertising, to reach their audiences.
9
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
PROVIDING IMPACT ACROSS THE MARKETING MIX
A closer look into the various stages of the typical sales-and-marketing funnel helps
to illustrate the importance of deploying your marketing messages across an array
of channels and why display advertising is at the core of an effective marketing mix.
Each individual marketing tool speci?cally correlates to a particular stage of the
marketing funnel. Social channels, for example, can help to educate prospects and
get them into the sales funnel in the ?rst place. Both email marketing and search
tools can move customers along from evaluation and down through a legitimate
proposal. However, it is display advertising alone that impacts the entire sales
funnel, from the initial awareness to evaluation to purchase:
Respondents pointed to several bene?ts of using online display advertising. These
bene?ts include complementing the entire marketing mix (50%) and helping
marketers to reach more of their target audience online (48%). But the hallmark of
display advertising is that it fuels every single element of the sales-and-marketing
compendium. According to the survey, 43% of respondents reported display
advertising educates prospects and 42% reported it promotes the brand and thought
leadership online (42%). Perhaps most important, 40% of the respondents said
display advertising helps to drive leads, while 24% said it helps to engage prospects
at optimal buying time; that may seem like a low percentage, from a bene?ts
standpoint, but it is early in the game and marketers have ample room to improve
their margins through display advertising.
10
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Question: What do you view as the most signi?cant bene?ts of using online display
advertising? Check up to three items.
KEY TAKEAWAYS
In summary, consider the following based on this study:
4Current online marketing programs are not meeting the demands of the sales
pipeline: 32% of the respondents reported their marketing mix is not meeting sales
pipeline demands and 41% reported they were unsure or unable to measure how well
marketing is meeting the demands of sales. Email marketing, while still an effective
online marketing tool, is starting to look like a mature channel among B2B marketers.
In order to generate more leads and reach more of their target audiences marketers
need to diversify the marketing mix and marshal all of the new-media channels that are
available to them.
4In an ever-changing business environment, marketers should be cautious about
putting all of their eggs into one marketing basket. Marketing budgets re?ect the move
among B2B companies away from one channel (e.g. email) and toward a multifaceted
approach: 77% of respondents said they plan to invest time and resources to improving
and diversifying the marketing mix. A growing sales pipeline demands deploying the
full array of online-marketing vehicles, including email, SEO, SEM, social media and
display advertising.
4With marketers under growing pressure to achieve marketing ROI, display
advertising performs two crucial tasks: it boosts the effectiveness of a company’s
entire marketing mix and reaches more of its target audience online. What’s more,
display advertising helps to strengthen B2B marketers’ efforts across the entire funnel,
including educating prospects, promoting the brand and driving new leads.
11
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
APPENDIX
Methodology
“Maturation of Online Marketing,” by BtoB, is based on an online survey conducted
in January and February, resulting in 326 completed responses from B2B marketers.
Among industry sectors, technology companies predominated the pack, represented
by 25% of all respondents, with advertising agencies (26%) and manufacturing in
non-technology sectors (11%) also well represented. Financial services companies
represented 8% of the respondents while wholesale trade/distribution companies
represented 4% of the respondents.
More than a third of the respondents (36%) were senior-level marketers, including
directors and managers of marketing, product development and/or communications,
while 25% of the respondents were CEOs, presidents, owners and partners of their
companies. The titles CMO, EVP, SVP were also represented.
CONTRIBUTORS
4John DiStefano, research director, BtoB: [email protected]
4Matthew Schwartz, contributing writer, BtoB: [email protected]
ABOUT BTOB
BtoB is dedicated to integrated business-to-business marketing. The magazine
is read by 100,000 b-to-b marketers, with every issue ?lled with game-changing
strategies and tactics needed for success, including news, analysis, benchmarks
and best practices. BtoB also publishes a wide variety of e-newsletters addressing
speci?c areas of b-to-b marketing, and hosts webinars, virtual trade shows and live
events. BtoB is published by Crain Communications Inc., which publishes more
than 20 business, trade and consumer publications and related websites in North
America, Europe and Asia.
4Advertising of?ces — 711 Third Avenue, 3rd Floor, New York, NY 10017 |
212-210-0100 | www.btobonline.com | [email protected]
4Editorial of?ces — 150 N. Michigan Ave., Chicago, IL 60601 | 312-649-5200 |
www.btobonline.com | [email protected]
4Corporate headquarters — 1155 Gratiot Avenue, Detroit, MI 48207 | 313-446-6000 |
www.crain.com
doc_452393010.pdf
B2B marketers have relied on email marketing campaigns to generate online revenue and digitally cater to the growing number of their customers and prospects who are migrating to online venues.
BtoB Research Insights
May 2012
The Maturation of Online Marketing
In partnership with
2
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
TABLE OF CONTENTS
1. The Maturation of Online Marketing
2. The Online Marketing Opportunity: The Next Frontier
3. The State of the Art
4. The Online Marketing Challenge
5. Enhancing the Marketing Mix
6. Providing Impact across the Marketing Mix
7. Key Takeaways
8. Appendix
4Methodology
4List of contributors
4About BtoB
NOTES & RESOURCES
BtoB conducted an extensive online survey in January and February of 326 B2B marketers
and other executives about their views on online marketing and how to increase the value of
their brands online. This white paper presents those ?ndings, as well as suggestions for the
future. See the Appendix for further details on the methodology.
In partnership with
3
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
THE MATURATION OF ONLINE MARKETING
For years B2B marketers have relied on email marketing campaigns to generate
online revenue and digitally cater to the growing number of their customers and
prospects who are migrating to online venues. It’s little wonder: Since online
marketing went mainstream in the early 2000s, email has been a workhorse, helping
B2B marketers to establish their digital credibility with customers, generate sales
revenue and tap into new audiences.
However, in recent years several new online marketing tools have emerged, such
as blogs, white papers and social networks à la LinkedIn, Facebook and Twitter
(not to mention all of the mobile platforms, with smartphones and the iPad selling
briskly). Yet marketers are having a tough time ?nding the right marketing mix and,
as a result, are not meeting the demands of the sales pipeline. Part of the problem:
Marketers still overwhelmingly rely on email to drive new business online and fail
to budget for other online marketing tools that can enhance their brands’ visibility
online, boost sales revenue and position their companies for the future.
THE ONLINE MARKETING OPPORTUNITY: THE NEXT FRONTIER
While marketers still rely on email marketing, its effectiveness is waning, and the
onus is on B2B marketers to develop myriad other marketing channels in order to
meet, if not exceed, sales pipeline demands. When it comes to improving marketing
effectiveness, having a diversi?ed marketing mix trumps lead generation and
nurturing and customer retention/loyalty, perhaps because B2B marketers are
beginning to realize that without an integrated marketing plan lead generation and
customer loyalty are likely to suffer.
And while email marketing continues to be the greatest contributor to leads and
sales revenue, there is signi?cant room for growth within other marketing channels
such as SEM, SEO, social media and display advertising, which are soaring in
popularity in B2B sectors.
Display advertising is the key to having a robust online marketing program.
Here’s why: Unlike some of the other marketing channels, display advertising
complements the overall marketing mix and reaches the largest possible audience
online while providing the greatest precision. Individual marketing channels target
a particular stage of the sales funnel — for example, social channels are aligned
to help raise awareness and get prospects into the sales funnel in the ?rst place —
whereas display advertising impacts the entire sales funnel, starting from the initial
awareness of the products and/or services at hand and proceeding all the way to the
purchase.
In this white paper we will explore the trend among B2B marketers to develop a
more diversi?ed marketing mix in order to meet the demands of the sales pipeline;
the ingredients to a successful marketing mix online and the importance of display
advertising as part of an integrated marketing strategy.
4
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
THE STATE OF THE ART
It’s been several years since “integrated marketing” became a mantra among B2B
marketers. Simply purchasing an advertising schedule from a trade publication
(or website) is no longer suf?cient in a digital age, when every few months a new
technology or media platform emerges that can help B2B marketers get their
messages out and reach potential customers and prospects that might otherwise be
unavailable to them.
Despite the explosion in online marketing channels (blogs, SEO, SEM, social
networks) a majority of B2B marketers are still having a tough time creating the
kind of marketing mix that will translate to the top and bottom lines. According to
the survey, 32% of the respondents said their marketing mix is not meeting sales
pipeline demands and 41% said they were unsure or unable to measure how well
marketing is meeting the demands of sales. A little more than a third of respondents
said their marketing mix was meeting sales pipeline demands and 6% said their
marketing mix was exceeding sales pipeline demands.
Question: To what degree is your current online marketing mix meeting the
demands of your sales pipeline (i.e driving enough leads to meet sales goals)?
5
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
THE ONLINE MARKETING CHALLENGE
The rise of online marketing presents a conundrum for CMOs and B2B marketers.
The Web and, increasingly, mobile devices, such as smartphones and tablets, offer
a wide array of opportunities for B2B marketers to build on existing relationships
and reach out to prospects who populate in and around their markets. But, at the
same time, B2B marketers are grappling with how to establish metrics that can
track customers and prospects via online platforms. According to the survey, 55%
of CMOs reported inadequate metrics to measure digital marketing results and 63%
percent of marketers said that their existing marketing mix does not meet sales
demand. A whopping 77% of CMOs aren’t even sure of where to reach customers.
CMOs’ struggles to reach more of their target audience is arguably the greatest
challenge facing B2B marketers these days because if they don’t land new prospects
they can’t feed the sales pipeline and generate more leads – and then marketing
budgets will stagnate. Generating more leads (61%) and reaching more of their
target audience (48%) were the two biggest marketing challenges for 2012, the
survey said. Accurately measuring and attributing online conversions to the
correct marketing channels (39%), and elevating their brand online (34%) were also
concerns.
6
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Finding the right marketing mix is top of mind for a growing number of B2B
marketers. Without an effective blend of marketing tools, marketers will leave their
audience(s) adrift and may risk throwing good money after bad in their pursuit to
?nd those audiences.
Question: What do you consider your greatest online marketing challenges for
2012? Check all that apply.
ENHANCING THE MARKETING MIX
Marketing Activities with Highest Conversions
Let’s consider the marketing activities that are working effectively for B2B
marketers and leading to sales conversions. Half of the respondents cited email
as the marketing activity with the highest conversion rate; not hard to understand
why when you consider that email marketing is well into its second decade and
marketers have become conditioned to using it to drive revenue.
Yet both display ads (35%) and paid search advertising (36%) were cited by a
signi?cant number of respondents as moving the sales needle. Social media was
cited ranking #2 by 24% of respondents. Nevertheless, each individual marketing
channel has demonstrated that it can fuel positive results and lead to sales
conversions; so much the better if marketers can harness all of the channels in
unison to achieve higher (and more consistent) conversion rates.
7
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Question: Please rank the following in terms of where marketing activities achieve
the highest conversions. Rank where 1 is the highest to 4 is the lowest.
Since the advent of the Web, email marketing has served B2B marketers well. For
the foreseeable future, the medium will remain an integral part of most any online
marketing strategy. But marketers understand that, if they want to take online
marketing to a new (and more pro?table) level, they can’t put all of their eggs solely
into the email basket. Being able to locate their audiences online and create new
revenue streams require B2B marketers to deploy a full suite of marketing tools.
Marketing budgets re?ect the trend: Asked which areas they plan to invest time and
resources to improve online marketing effectiveness this year, 77% of marketers said
improving and diversifying their marketing was a top priority, followed by brand
awareness (56%) and ROI accuracy (53%). Customer retention and loyalty was
cited by 31% of marketers as an important area. More than half of the respondents
(52%) said they wanted to boost thought leadership and 43% said they wanted to
boost lead generation and nurturing. Boosting lead-generation rates, of course, is
a function of knowing at which stage your customer are in the sales funnel and the
kinds of marketing activities to which they will be receptive.
8
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Question: In which areas do you plan to invest time and resources to improve your
online marketing effectiveness in 2012?
Existing Channels and the Demand Gen Dilemma
Increased pipeline demands require new approaches to lead generation. While a lot
depends, of course, on the target market, marketers need to create an effective blend
of online marketing tools, including email, SEO, SEM, social media and display
advertising, to reach their audiences.
9
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
PROVIDING IMPACT ACROSS THE MARKETING MIX
A closer look into the various stages of the typical sales-and-marketing funnel helps
to illustrate the importance of deploying your marketing messages across an array
of channels and why display advertising is at the core of an effective marketing mix.
Each individual marketing tool speci?cally correlates to a particular stage of the
marketing funnel. Social channels, for example, can help to educate prospects and
get them into the sales funnel in the ?rst place. Both email marketing and search
tools can move customers along from evaluation and down through a legitimate
proposal. However, it is display advertising alone that impacts the entire sales
funnel, from the initial awareness to evaluation to purchase:
Respondents pointed to several bene?ts of using online display advertising. These
bene?ts include complementing the entire marketing mix (50%) and helping
marketers to reach more of their target audience online (48%). But the hallmark of
display advertising is that it fuels every single element of the sales-and-marketing
compendium. According to the survey, 43% of respondents reported display
advertising educates prospects and 42% reported it promotes the brand and thought
leadership online (42%). Perhaps most important, 40% of the respondents said
display advertising helps to drive leads, while 24% said it helps to engage prospects
at optimal buying time; that may seem like a low percentage, from a bene?ts
standpoint, but it is early in the game and marketers have ample room to improve
their margins through display advertising.
10
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
Question: What do you view as the most signi?cant bene?ts of using online display
advertising? Check up to three items.
KEY TAKEAWAYS
In summary, consider the following based on this study:
4Current online marketing programs are not meeting the demands of the sales
pipeline: 32% of the respondents reported their marketing mix is not meeting sales
pipeline demands and 41% reported they were unsure or unable to measure how well
marketing is meeting the demands of sales. Email marketing, while still an effective
online marketing tool, is starting to look like a mature channel among B2B marketers.
In order to generate more leads and reach more of their target audiences marketers
need to diversify the marketing mix and marshal all of the new-media channels that are
available to them.
4In an ever-changing business environment, marketers should be cautious about
putting all of their eggs into one marketing basket. Marketing budgets re?ect the move
among B2B companies away from one channel (e.g. email) and toward a multifaceted
approach: 77% of respondents said they plan to invest time and resources to improving
and diversifying the marketing mix. A growing sales pipeline demands deploying the
full array of online-marketing vehicles, including email, SEO, SEM, social media and
display advertising.
4With marketers under growing pressure to achieve marketing ROI, display
advertising performs two crucial tasks: it boosts the effectiveness of a company’s
entire marketing mix and reaches more of its target audience online. What’s more,
display advertising helps to strengthen B2B marketers’ efforts across the entire funnel,
including educating prospects, promoting the brand and driving new leads.
11
©
2012 BIZO
BtoB Research Insights The Maturation of Online Marketing
APPENDIX
Methodology
“Maturation of Online Marketing,” by BtoB, is based on an online survey conducted
in January and February, resulting in 326 completed responses from B2B marketers.
Among industry sectors, technology companies predominated the pack, represented
by 25% of all respondents, with advertising agencies (26%) and manufacturing in
non-technology sectors (11%) also well represented. Financial services companies
represented 8% of the respondents while wholesale trade/distribution companies
represented 4% of the respondents.
More than a third of the respondents (36%) were senior-level marketers, including
directors and managers of marketing, product development and/or communications,
while 25% of the respondents were CEOs, presidents, owners and partners of their
companies. The titles CMO, EVP, SVP were also represented.
CONTRIBUTORS
4John DiStefano, research director, BtoB: [email protected]
4Matthew Schwartz, contributing writer, BtoB: [email protected]
ABOUT BTOB
BtoB is dedicated to integrated business-to-business marketing. The magazine
is read by 100,000 b-to-b marketers, with every issue ?lled with game-changing
strategies and tactics needed for success, including news, analysis, benchmarks
and best practices. BtoB also publishes a wide variety of e-newsletters addressing
speci?c areas of b-to-b marketing, and hosts webinars, virtual trade shows and live
events. BtoB is published by Crain Communications Inc., which publishes more
than 20 business, trade and consumer publications and related websites in North
America, Europe and Asia.
4Advertising of?ces — 711 Third Avenue, 3rd Floor, New York, NY 10017 |
212-210-0100 | www.btobonline.com | [email protected]
4Editorial of?ces — 150 N. Michigan Ave., Chicago, IL 60601 | 312-649-5200 |
www.btobonline.com | [email protected]
4Corporate headquarters — 1155 Gratiot Avenue, Detroit, MI 48207 | 313-446-6000 |
www.crain.com
doc_452393010.pdf