BtoB - 2008 Marketers Resource Guide - (Page 54) Steve Weitzner What: President-CEO Where: CMP Technol- Steven Fredericks What: President-CEO Where: TNS Media Bill Reinstein What: President-CEO Where: Accela Com- David Hallerman What: Senior analyst Where: eMarketer Inc., New York Why: ogy, Manhasset, N.Y. Why: In his biggest move yet since taking charge in September 2005, Weitzner recently announced a major reorganization of the technology publisher. The changes include the shuttering of Network Computing and Optimize, and the folding of their content into flagship Information Week. Weitzner has also engineered several acquisitions of niche online and events properties. (Update: Steve Weitzner stepped aside as CEO in November and is now head of international business development for CMP.) Intelligence, New York Why: TNS Media Intelligence is a market leader in providing ad spending, forecast and trend information for media, advertising and marketing professionals. Fredericks recently oversaw TNS’ acquisition of analytics company Cymfony, which provides tracking and analysis of social media services such as blogs and social networks. William Godfrey What: Chairman-CEO Where: Aprimo, Indianapolis Why: God- munications, Southborough, Mass. Why: Reinstein, who has led Accela Communications as president-CEO since 1999, has built the company into a leading provider of on-demand rich media software and services. Last fall, Accela rolled out “Innovate,” an on-demand video series running on top IT Web sites, sponsored by AT&T and Hewlett-Packard Co. In January it introduced AccelaCast 4.0, an online video and rich media platform. challenges. He has stressed the need for marketers to work hard to understand customers and to embrace accountability. Hallerman covers search engine marketing, online video advertising, Internet ad targeting, e-mail marketing, local advertising and ad spending across media. A frequent speaker at marketing events, he’s appeared at ad:tech, DM Days, the IAB/MIXX conference and Motorola Global Summit. John A. Greco Jr. What: President-CEO Where: Direct Mar- Laura Ramos What: VP Where: Tom Vadnais What: CEO Where: SERVICES Marc Benioff What: ChairmanCEO Where: Salesforce.com, San Francisco Why: Benioff, who founded Salesforce.com in 1999, has taken the company from a startup to an industry leader in on-demand CRM software. Under his direction, Salesforce.com has been named Best Customer Relationship Management Solution by the Software & Information Industry Association for the past five years. frey co-founded Aprimo, a leader in enterprise marketing management software. In April, Aprimo rolled out Aprimo Agency, a specialized version of its software for marketing agencies, and in February it introduced an on-demand version of its Aprimo Marketing software. This year, Aprimo’s software was selected by TechTarget’s SearchCRM.com as Marketing Automation Product of the Year. ValueClick, Westlake Village, Calif. Why: Vadnais was named CEO of ValueClick in May, from his previous position of president of ValueClick’s U.S. operations. Vadnais joined ValueClick in 2001 through the company’s acquisition of Mediaplex, where he was president-CEO. Mediaplex, ValueClick’s technology division, provides campaign management, tracking and reporting capabilities for display, e-mail and search campaigns. Forrester Research, Cambridge, Mass. Why: Ramos is a frequent keynote speaker at Forrester’s Marketing and IT Forums. She conducts research on behalf of b-to-b marketers in areas such as direct marketing, technology marketing and b-to-b marketing measurement. She also tracks Web 2.0 tools, including blogs, and provides insight on how to use the Web to build customer engagement. keting Association, New York Why: Greco helped push Congress to undertake the first major overhaul of the U.S. Postal Service in 37 years. He has also voiced the direct marketing community’s displeasure at the recent rate hikes imposed by the Postal Regulatory Commission. Keeping pace with explosive growth in online marketing, he oversaw the creation of the DMA ’s Search Engine Marketing Certification Program. Gordon T. Hughes II What: President-CEO Where: American Chuck Richard What: VP-lead analyst Where: Martin Hochstein What: President Where: Inquiry Curtis Viebranz What: CEO Where: Greg Drew What: President-CEO Where: WebTrends, Portland, Ore. Why: Drew, a 30-year technology industry veteran, has led WebTrends since 2003. The company was voted Best Web Analytics Solution by CMP’s Intelligent Enterprise Magazine in its 2006 Readers’ Choice Awards. It was also named Best Web Site Analytics Tool in the ClickZ Marketing Excellence Awards from 2004 to 2006. (Update: Greg Drew left WebTrends in October.) Management Systems (IMS), Toronto Why: Under Hochstein’s direction, IMS serves the publishing industry with services including ad tracking, lead generation, Web services and database solutions. In September, IMS introduced the Index to Magazine Advertising, with data including number of new advertisers per issue and number of advertisers increasing/decreasing advertising pages per issue. IMS also provides data for American Business Media’s Business Information Network report. Tacoda, New York Why: Viebranz has been CEO of behavioral targeting ad network Tacoda since July 2006. Previously, he served as president-COO. This year, Tacoda introduced new vertical channels for advertisers, including a channel aimed at women and an automotive vertical. It also added new sites for music, movie and gaming audiences. (Update: Curtis Viebranz is now exec VP of AOL and president of AOL’s Platform A, following AOL’s acquisition of Tacoda.) Outsell Inc., Burlingame, Calif. Why: Richard, who formerly worked for LexisNexis, Reed Elsevier and media investment bank Jordan, Edmiston Group, leads Outsell’s analysis and research on b-to-b trade publishing, advertising, and search engine and aggregation services. He provides commentary on Outsell’s many reports focusing on ad-spending trends and the changing nature of information markets. Business Media, New York Why: Hughes is well into his second decade at the helm of ABM, and it’s shaping up to be a pivotal one, as a growing number of his constituents start to transform their companies for an increasingly digital age. Under his leadership, ABM has boosted its membership to an all-time high and continues to bring in pureplay Internet companies. Donovan Neale-May What: Executive director Where: Emily Riley What: Advertising analystWhere: JupiterResearch, New YorkWhy: Riley covers advertising and publishing trends as well as technologies, including social marketing, brand and direct response marketing, targeting, measurement and response. She also tracks behavioral marketing. One of her latest research efforts focused on how advertisers can capitalize on social networking. ANALYSTS Michael Gerard What: Research Itzhak Fisher What: Executive chairman Where: Joseph Payne What: CEOWhere: CMO Council, Palo Alto, Calif. Why: May is the director of a global affinity network of more than 3,000 marketing executives. At the CMO Summit late last year, he said that too many marketers are still locked into traditional programs, such as trade show booths and e-mail blasts, that don’t show them what their customers want or allow them to segment their markets. Nielsen Online, New York Why: Itzhak leads Nielsen Online, a division of Nielsen Co. formed in June when Nielsen completed its acquisition of NetRatings. Nielsen Online includes the Nielsen//NetRatings Internet audience measurement service and Nielsen BuzzMetrics, which tracks user-generated media. Itzhak was previously chairman of Trendum, a search and analytics company that acquired BuzzMetrics in 2005. He served as chairman of Nielsen BuzzMetrics prior to his current position. Eloqua Corp. Toronto Why: Eloqua, which provides demand generation and marketing automation software, reported its second consecutive year of 100% revenue growth and doubled its customer base in 2006. Under Payne’s direction, the company continued to roll out new products and services for the marketing industry, including Eloqua Enterprise, which automates b-to-b demand generation at global corporations, and an agency partnership program. Randall Rothenberg What: President-CEO Where: Internet director-Executive Advisory Group Where: IDC, Framingham, Mass.Why: Gerard, who joined research firm IDC in 2003 to help establish its CMO Advisory Practice, last year was named research director of its Executive Advisory Group, which includes the CMO Advisory Practice and the Sales Leadership Board. The group provides technology marketers and sales executives with research and insights, including the annual Technology Marketing Barometer and Technology Sales Barometer reports. ASSOCIATIONS Dennis Dunlap What: CEOWhere: American Marketing Association, Chicago Why: Dunlap, a 40year marketing and advertising veteran, is focusing on dramatic media trends that present the AMA ’s 40,000-plus members with tremendous opportunities—and Advertising Bureau, Washington, D.C. Why: Rothenberg took charge of IAB last December and immediately started to push to upgrade the way interactive media are measured for advertisers. The effort has paid off so far. Earlier this year Rothenberg got commitments from online measurement companies comScore and Nielsen//NetRatings to have their technologies and processes undergo third-party audits. | BtoB’s Marketers Resource Guide | | btobonline.com http://Salesforce.com http://SearchCRM.com http://Salesforce.com http://Salesforce.com http://btobonline.com
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