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April 2011

Print in the Mix

B2B Attitudes Towards Channel Choices

Pitney Bowes surveyed 4,000 business-to-business (B2B) marketers—divided equally throughout the United States, United Kingdom, France and Germany—to uncover current B2B thinking regarding marketing channel choice and business communications in today's complex and challenging communication environment.

The survey finds:

• An average of 50 percent of B2B companies in the United States and 53 percent across the United Kingdom, France and Germany (EU) report it increasingly difficult to reach and influence customers as a result of media fragmentation.

• Examining standalone and multi-channel B2B marketing efforts for generating business:

—Direct mail comes out as the top standalone channel. In the United States, 19 percent of companies feel that standalone direct mail generates the most business for them. In the EU, 12 percent of companies report this.

—In comparison to standalone direct mail, 10 percent of U.S. companies favor solo e-mail campaigns (eight percent EU), and seven percent rely on standalone search engine marketing (six percent EU).

—In contrast, more respondents favor integrated marketing as the best approach: 30 percent of U.S. firms cited a combination of mail, e-mail and Web campaigns as generating the most business for them (27 percent EU).

• B2B marketers recognize the enhanced effectiveness of combining traditional and digital channels—58 percent of U.S. firms and 53 percent of EU firms feel that concentrating solely on electronic media would seriously damage their ability to generate leads.

To read this Print in the Mix Fast Fact and other print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (

Public Printer Bill Boarman has announced two promotions at the U.S. Government Printing Office (GPO). Davita Vance-Cooks has been named Chief of Staff, and is now responsible for the formulation and coordination of all internal and external agency policies. James Bradley has been tapped as Assistant Public Printer of Operations, serving as the principal advisor to the Public Printer on the agency's revenue operations.

Denise Artley has been hired as the Brooklyn Park, MN-based GLS Cos.' new director of sales support/client services. Artley was most recently employed at Lifetouch National School Studios leading the customer care and marketing services area.

Jim Gilbertson, director of operations at Saline, MI-based McNaughton & Gunn, retired April 1. Gilbertson joined the company in 1987 as production manager, and was then promoted to his most recent position. Prior to joining McNaughton & Gunn, he was employed in the Ann Arbor, MI, area printing industry for more than 40 years.

Hess Print Solutions, Brimfield, OH, has hired Luke Teboul as senior vice president of sales. Teboul now reports directly to Doug Mann, Hess CEO. He comes to Hess from IWCO Direct, where he most recently served as vice president of sales.

Two new appointments have been made at Camarillo, CA-based specialty trade printer Bestforms Inc. Joe Valdez has been named vice president and general manager. Pat Valdez has been selected as vice president of sales and marketing.

At Triangle Printers, Skokie, IL, Allison Rickett has been promoted to sales manager. Rickett will maintain her current accounts and solicit new accounts, while managing current and future Triangle sales representatives.

Sam Forgione, director of marketing at Watt Printers/Mail Marketing in Cleveland, has been inducted into the Graphic Arts Council Hall of Fame. The ceremony took place in February at the annual Ben Franklin birthday celebration, sponsored by the Printing Industries of Ohio and Northern Kentucky. PI



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