As the economy starts to improve, businesses that have been watching their budgets closely are preparing to spend what remains before the fiscal year ends for many on December 31. This anticipated spending has B2B marketers taking note. In many cases, marketers will be launching new products and services. At the same time, new marketing promotions are in the works.
In a recent article for BtoBOnline, Kate Maddox, lists a number of large B2B operators who plan major ad campaigns for the 4th quarter. These include:
- American Express
- United Parcel Service
- Xerox Corporation
Mark Wilson, VP-corporate marketing at Sybase, tells Maddox that the 4th quarter is the busiest for the B2B software industry. As a result, these vendors often up their promotional efforts during the quarter. Executives at Xerox also anticipate a busy upcoming quarter. Xerox CMO, Christa Carone, agrees that the 4th quarter is extremely important to her company. This year, Xerox has plenty of reasons to increase promotional efforts as it tries to position itself as a service vendor in addition to offering its usual hardware lines.
B2B marketers expect to use a wide mix of media ranging from TV, print, and online to out-of-home. However, Michael McLaughlin, of Verizon, noted that his company would not buy as much broadcast TV following Thanksgiving. He cited the difficulties of attracting attention through that format during the busy holiday season.
The renewed enthusiasm for B2B promotion is welcome news for both media companies and businesses in general.[Sources: Blumenthal, Robin. Xerox copies IBM and H‑P. Wall Street Journal. 19 Sept. 2010. Web. 24 Sept. 2010; Maddox, Kate. Fourth-quarter advertising revs up for b2b marketers. BtoBOnline.com. 13 Sept. Web. 24 Sept. 2010]