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Business-To-Business
Marketing 2020-2021

Richard K. Miller & Associates

————— since 1972 —————
BUSINESS-TO-BUSINESS
MARKETING 2020-2021

4th Edition

RKMA MARKET RESEARCH HANDBOOK SERIES

By: Richard K. Miller and Kelli Washington

Published by:

Richard K. Miller & Associates

2413 Main Street, Suite 331
Miramar, FL 33025
(888) 928-RKMA (7562)
www.rkma.com

Richard K. Miller & Associates

————— since 1972 —————
BUSINESS-TO-BUSINESS
MARKETING 2020-2021
4th Edition

RKMA MARKET RESEARCH HANDBOOK SERIES

Copyright © 2020 by Richard K. Miller & Associates

All rights reserved. Printed in the United States of America.

Use of the electronic edition of this publication is limited to internal use within the purchasing organization.

The electronic edition may be stored on computers, Intranets, servers, and networks by organizations
which have purchased this publication, and those for which an employee has made such purchase.
Copies, including multiple copies, may be printed from the electronic edition for use within the purchasing
organization.

Libraries may store the electronic edition on an archival database or proxy server for access by library
users.

Governmental agencies purchasing this publication may share the content within the agency or
department. Universities and colleges may share the information within their campus, but not with other
universities. Membership associations may use the information within their internal organization, but may
not distribute to their membership.

This publication may not be stored on Internet websites, nor may it be file-shared through the Internet.

This publication may not be resold or distributed without prior written agreement with the publisher.

While every attempt is made to provide accurate information, the author and publisher cannot be held
accountable for any errors or omissions.

ISBN (print edition): 9781577832768

ISBN (electronic edition): 9781577832829
ISSN 2472-4955 (online)
ISSN 2472-4947 (print)

Richard K. Miller & Associates

2413 Main Street, Suite 331
Miramar, FL 33025
(888) 928-RKMA (7562)
www.rkma.com
 CONTENTS

PART I: MARKET OVERVIEW. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

1 BUSINESS-TO-BUSINESS MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
1.1 B2B Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
1.2 Comparison Of B2B and B2C Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

2 B2B SPENDING.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.1 B2B External Spending. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.2 B2B Marketing Budgets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
2.3 Digital Advertising Spending. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
2.4 B2B Marketing Budgets 2019. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
2.5 B2B Sales Collateral. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
2.6 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

3 B2B MEDIA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.1 Business News Magazines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.2 Business Technology Magazines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.3 Newspapers.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

PART II: STATE OF B2B MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

4 B2B MARKETING BENCHMARKS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

4.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
4.2 B2B CMO Survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
4.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

5 B2B MARKETING OUTLOOK. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

5.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
5.2 Survey Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
5.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

6 B2B MARKETING TACTICS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

6.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
6.2 Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
6.3 Marketing Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
6.4 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

BUSINESS-TO-BUSINESS MARKETING 2020-2021

• 4 •
7 CMO MARKETING STRATEGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
7.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
7.2 Survey Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
7.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

8 DATA MANAGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
8.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
8.2 Survey Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
8.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

9 DIGITAL MARKETING STRATEGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

9.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
9.2 Marketing Data & Technology Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
9.3 Marketing Technology Trends And Utilization. . . . . . . . . . . . . . . . . . . . . . . . 36
9.4 Marketing Technology ROI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
9.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

10 TRENDS IN B2B MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

10.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
10.2 Top Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
10.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

PART III: MARKET LEADERS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

11 TOP ADVERTISERS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
11.1 Top 100 B2B Advertisers.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
11.2 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

12 TOP B2B AGENCIES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

12.1 B2B Agency Ranking.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
12.2 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

13 TOP B2B BRANDS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

13.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
13.2 Ranking 2019. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
13.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

PART IV MARKET SEGMENTATION.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

14 BUSINESS & WORKFORCE COUNTS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

14.1 Number of Businesses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
14.2 Small Businesses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
14.3 Workforce. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

BUSINESS-TO-BUSINESS MARKETING 2020-2021

• 5 •
 14.4 State Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
14.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

15 NAICS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
15.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
15.2 NAICS Segments and Business Counts. . . . . . . . . . . . . . . . . . . . . . . . . . . 54
15.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

16 DISTRIBUTION CHANNELS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
16.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
16.2 Distributors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
16.3 Purchasing Consortiums. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
16.4 Retailers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
16.5 Wholesalers.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
16.6 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

17 BUSINESS DIRECTORIES & DATABASES. . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

17.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
17.2 Business Directory/Database Publishers.. . . . . . . . . . . . . . . . . . . . . . . . . . 60

18 DIRECT MARKETING LISTS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

18.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
18.2 List Brokers, Compilers and Managers. . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

PART V: MARKETING & SALES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

19 ACCOUNT-BASED MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
19.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
19.2 Implementation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
19.3 Effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
19.4 Account-Based Marketing Survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
19.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

20 ANALYTICS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
20.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
20.2 Predictive Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
20.3 Metrics Measured. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
20.4 Marketing Analytics Survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
20.5 Analytics Technology Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

21 ATTRIBUTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
21.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
21.2 Attribution Models. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
21.3 Measuring Marketing Attribution. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

BUSINESS-TO-BUSINESS MARKETING 2020-2021

• 6 •
22 CONTENT MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
22.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
22.2 Content Spending. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
22.3 State Of B2B Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
22.4 Content Marketing Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
22.5 Content Marketing Engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
22.6 Buyer Perspective. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
22.7 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83

23 CUSTOMER DATA PLATFORMS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84

23.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
23.2 Data Sources In The CDP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
23.3 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85

24 CUSTOMER EXPERIENCE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
24.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
24.2 State Of The B2B Buyer Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
24.3 Customer Experience Survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
24.4 Vendor Relationships. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
24.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89

25 CUSTOMER RELATIONSHIP MANAGEMENT.. . . . . . . . . . . . . . . . . . . . . . . . . 90

25.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
25.2 CRM Use. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
25.3 CRM Spending. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
25.4 CRM Technology Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
25.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92

26 DATA-DRIVEN MARKETING.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
26.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
26.2 Data Use. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
26.3 Data-Driven Marketing Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
26.4 Data-Driven Marketing Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
26.5 Data Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95

27 DIRECT MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
27.1 Market Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
27.2 Direct Mail. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
27.3 Effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
27.4 Direct Marketing Agencies.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
27.5 Direct Marketing List Providers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
27.6 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98

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28 EVENT MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
28.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
28.2 Event Spending. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
28.3 Major Sports Events. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
28.4 Hospitality Tents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
28.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102

29 INBOUND MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

29.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
29.2 Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
29.3 Effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
29.4 Program Execution. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
29.5 Challenges.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
29.6 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104

30 LEAD GENERATION & MANAGEMENT.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105

30.1 Qualified Leads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
30.2 Most Effective Lead Generation Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . 105
30.3 Cost Per Lead And ROI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
30.4 Conversion Rate. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
30.5 Lead Management.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
30.6 Lead Management Implementation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
30.7 Lead Management Survey. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108

31 MARKET RESEARCH. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110

31.1 Market Research Companies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
31.2 Market Research Reports. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
31.3 Competitor Intelligence. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
31.4 Forecasting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
31.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113

32 MARKETING AUTOMATION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

32.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
32.2 Marketing Automation Integration. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
32.3 Marketing Automation for SMBs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
32.4 Marketing Automation Technology Products. . . . . . . . . . . . . . . . . . . . . . . 115

33 NETWORKING.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
33.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
33.2 Local Networking Alliances. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
33.3 Networking Online. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117

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34 PERSONALIZATION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
34.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
34.2 Data-Driven Personalization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
34.3 Hyper-Personalization Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
34.4 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119

35 PRODUCT MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120

35.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
35.2 Product Marketing Activities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
35.3 Digital Channels For Product Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . 120
35.4 Offline Channels For Product Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . 121
35.5 Distribution Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
35.6 Metrics For Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
35.7 Product Launch Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122
35.8 Product Launch Assessment.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122
35.9 Challenges in Product Marketing.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
35.10 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

36 PROMOTIONAL EVENTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124

36.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124
36.2 Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124
36.3 Key Benefits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
36.4 Type Of Promotional Events. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
36.5 Event Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
36.6 Event Promotion Online Channels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
36.7 Content To Support Event Promotion. . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
36.8 Pre-Event Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
36.9 Tactics For Attendee Engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
36.10 Post-Event Tactics.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
36.11 Assessing ROI.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
36.12 Primary Challenges. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
36.13 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129

37 SALES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
37.1 State Of Sales. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
37.2 Sales Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
37.3 Prospecting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131
37.4 Sales Cycle. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132
37.5 Sales Enablement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132
37.6 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134

38 SPONSORSHIPS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
38.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
38.2 Market Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135

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 38.3 Spending By Sector. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
38.4 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135

PART VI: TRADE SHOWS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136

39 TRADE SHOW MARKETING.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

39.1 Trade Show Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
39.2 Exhibition Industry Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
39.3 Associations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
39.4 Periodicals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
39.5 Online Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

40 LARGEST TRADE SHOWS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139

40.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
40.2 Largest Trade Shows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139

41 CONVENTION CENTERS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156

41.1 Largest Convention Centers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
41.2 List of Convention Centers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157

PART VII: DIGITAL MARKETING.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163

42 DIGITAL MARKETING STRATEGY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

42.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164
42.2 Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164
42.3 Online Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164
42.4 Resources Used. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
42.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165

43 B2B E-COMMERCE.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166

43.1 Market Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166
43.2 Online and Mobile B2B Commerce. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166
43.3 B2B E-Commerce Promotions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
43.4 Customer Expectations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
43.5 B2B Online Marketplaces. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
43.6 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170

44 EMAIL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171
44.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171
44.2 B2B Use Of Email. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
44.3 Effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
44.4 State Of B2B Email Marketing.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173
44.5 Strategies, Tactics, And Engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . 174
44.6 Email Marketing Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174

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45 SEARCH.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
45.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
45.2 Organic Search. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
45.3 Search Engine Optimization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
45.4 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178

46 SOCIAL MEDIA MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

46.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
46.2 Use And Effectiveness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
46.3 State Of B2B Social Media Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . 181
46.4 Social Media Marketing Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182

47 VIDEO MARKETING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184

47.1 Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184
47.2 Reasons To Use Marketing Videos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184
47.3 Digital Video Benchmarks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
47.4 Video Marketing Survey.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
47.5 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189

48 WEBSITE TRAFFIC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190

48.1 B2B Website Features. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
48.2 Online Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
48.3 Website Marketing Optimization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
48.4 Landing Page Optimization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
48.5 Website Usability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193

APPENDIX A - ACADEMIC CENTERS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196

APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS. . . . . . . . . . . . . . . . 200

APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS. . . . . . . . . . . 234

APPENDIX D - ADVERTISING AGENCIES.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245

APPENDIX E - ANALYSTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249

APPENDIX F - ASSOCIATIONS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252

APPENDIX G - B2B MARKETING BLOGS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 254

APPENDIX H - MARKETING TECHNOLOGY VENDORS. . . . . . . . . . . . . . . . . . . . 257

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APPENDIX I - ONLINE RESOURCES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266

APPENDIX J - PERIODICALS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 268

APPENDIX K - SERVICES FOR RESEARCH & STRATEGY. . . . . . . . . . . . . . . . . . 270

APPENDIX L - SMALL BUSINESS DEVELOPMENT CENTERS. . . . . . . . . . . . . . . 275

REFERENCES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 340

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PART I: MARKET OVERVIEW

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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 1

BUSINESS-TO-BUSINESS MARKETING

1.1 B2B Marketing

The Business Marketing Association (www.marketing.org) defines business-to-
business (B2B) marketing as the promotion and sale of goods and services to
businesses that either resell them, use them as components in products or services
they offer, or use them to support their operations. Business-to-business marketing is
also sometimes referred to as business marketing or industrial marketing.

1.2 Comparison Of B2B and B2C Marketing

B2B marketing differs significantly from business-to-consumer (B2C) marketing,
in large part because the marketplace is more concentrated. While there are 115
million consumer households in the United States, there are o nly about 8 million
businesses (excluding non-employee entities), according to the U.S. Census Bureau
(www.census.gov). Large corporations such as GE, duPont, and IBM spend m ore
than $60 million a day on purchases of goods and services to support their operations.
In comparison, the average household spends an average $51,100 annually.
With a concentrated marketplace, B2B marketers spend considerable effort on
identifying potential customers and lead generation. In comparison, B2C marketers
generally reach potential customers through the general media.
While the bulk of B2C marketing spending is for advertising and brand building,
B2B marketing generally focuses on face-to-face interactions and relationship-building
efforts.
B2C companies spend about $150 billion annually on media advertising,
according to Kantar Media (www.kantarmedia.com). B2B companies spend a similar
amount to engage with key customers at venues ranging from country clubs to trade
shows to sports events.

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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 2

B2B SPENDING

2.1 B2B External Spending

ANA Business Marketing (www.marketing.org) estimates that U.S. business-to-
business marketers spend about $108 billion a year to promote their goods and
services, distributed as follows:
• Trade shows/events: $21.9 billion
• Internet/electronic media: $15.8 billion
• Promotion/market support: $13.8 billion
• Magazine advertising: $13.7 billion
• Publicity/public relations: $13.3 billion
• Direct mail: $11.9 billion
• Dealer/distributor materials: $ 6.6 billion
• Market research: $ 4.8 billion
• Telemarketing: $ 3.0 billion
• Directories: $ 1.8 billion
• Other: $ 6.5 billion

PricewaterhouseCoopers (PwC, www.pwc.com) assesses U.S. B2B marketing

spending as follows:
• 2012: $83.1 billion
• 2013: $85.3 billion
• 2014: $87.6 billion
• 2015: $89.9 billion
• 2016: $92.3 billion
• 2017: $94.7 billion
• 2018: $97.2 billion

The B2B market as assessed by PwC comprises five segments: business

information, trade shows, trade directories, trade magazines, and professional books.
The ANA Business Marketing and PwC estimates include only external
spending; in-house or internal spending is not included.
The IAB Internet Advertising Revenue Report, by the Interactive Advertising
Bureau (IAB, www.iab.net), estimates B2B advertising spending in 2018 at $26.2 billion,
a 0.7% increase from the previous year.

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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2.2 B2B Marketing Budgets
According to Marketing Budget And Spending Online Survey, by Forrester
Research (www.forrester.com), B2B marketing budgets are distributed as follows:
• In-person events: 18%
• Digital advertising/marketing: 13%
• Content marketing: 12%
• Agency fees: 7%
• Website: 7%
• Direct marketing: 6%
• Marketing automation: 6%
• PR/AR/influencer relations: 6%
• Digital events: 4%
• Market research: 4%
• Telemarketing/teleprospecting: 4%
• Data analytics: 3%
• Hospitality: 3%
• Sponsorships: 2%
• Traditional advertising: 2%
• Corporate social responsibility: 1%
• Testing new marketing innovation: 1%
• Other: 3%

2.3 Digital Advertising Spending

eMarketer (www.emarketer.com) assesses 2018 B2B digital ad spending as
follows (change from prior year in parenthesis):
• Desktop/laptop: $3.32 billion (20.4%)
• Mobile: $1.80 billion (34.1%)
• Total: $5.12 billion (25.2%)

_________________________________________________________________

“Business-to-business companies aren't

traditionally big spenders on digital ads.
According to our estimates, B2B digital ad
spend makes up only 4.6% of the total digital
ad market.”

eMarketer, 1/30/19
_________________________________________________________________

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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2.4 B2B Marketing Budgets 2019
2019 State Of IT Marketing, by Spiceworks (www.spiceworks.com), reported
B2B marketing budgets in 2019 as follows:
• Increased: 40%
• Stayed the same: 52%
• Decreased: 8%

The 2019 B2B marketing budget spend is distributed as follows:

• Trade shows and events: 22%
• Marketing technology: 21%
• Marketing agencies/brand partners: 19%
• Search marketing: 9%
• Social media marketing: 6%
• Email: 4%
• Other: 14%

2.5 B2B Sales Collateral

In a survey of the budgets of major B2B companies, ITSMA (www.itsma.com)
found that collateral represents 16% of the average corporate marketing budget. This
includes spending on creating and distributing presentations, data sheets, proposals,
and other content.

2.6 Market Resources

ANA Business Marketing, 708 Third Avenue, 33rd Floor, New York, NY 10017.
(212) 697-5950. (www.marketing.org)

Chief Marketing Officer (CMO) Council, 1494 Hamilton Avenue, San Jose, CA 95125.
(408) 677-5300 x5333. (www.cmocouncil.org)

eMarketer, 11 Times Square, New York, NY 10036. (800) 405-0844.

(www.emarketer.com)

Forrester Research, 60 Acorn Park Drive, Cambridge, MA 02140. (617) 613-5730.

(www.forrester.com)

Interactive Advertising Bureau, 116 East 27 th Street, 7th Floor, New York, NY 10016.
(212) 380-4700. (www.iab.net)

ITSMA, 91 Hartwell Avenue, Lexington, MA 02421. (781) 862-8500. (www.itsma.com)

PricewaterhouseCoopers (PwC), 300 Madison Avenue, 24th Floor, New York, NY

10017. (646) 471-4000. (www.pwc.com)

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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 3

B2B MEDIA

3.1 Business News Magazines

Bloomberg Businessweek
731 Lexington Avenue, New York, NY 10022. (212) 318-2000.
(www.businessweek.com)
• Circulation: 980,000
• Website traffic: 9.4 million average unique monthly viewers
• Ad rate (print, global): $161,000 for one page
• Ad rate (online): $18 to $200 CPM

Entrepreneur
2445 McCabe Way, Suite 400, Irvine, CA 92614. (949) 261-2325.
(www.entrepreneur.com)
• Circulation: 629,000
• Website traffic: 6 million average unique monthly viewers
• Ad rate (print): $83,480 for one page, four color
• Ad rate (online): $40 CPM

Fast Company
7 World Trade Center, New York, NY 10007. (212) 389-5300.
(www.fastcompany.com)
• Circulation: 767,626
• Website traffic: 6.5 million average unique monthly viewers
• Ad rate (print): $93,650 for one page, four color
• Ad rate (online): $100 to $200 CPM

Forbes
60 Fifth Avenue, New York, NY 10011. (212) 620-2200. (www.forbes.com)
• Circulation: 925,050
• Website traffic: 44.2 million average unique monthly viewers
• Ad rate (print): $142,520 for one page, four color
• Ad rate (online): $136 CPM

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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Fortune
Rockefeller Center, New York, NY 10020. (212) 522-8007. (www.cnnmoney.com)
• Circulation: 846,965
• Website traffic: 12 million average unique monthly viewers
• Ad rate (print, North America): $148,400 for one page, four color
• Ad rate (print, worldwide): $204,700 for one page, four color

Harvard Business Review

60 Harvard Way, Boston, MA 02163. (617) 782-4400. (www.hbr.org)
• Circulation: 252,195
• Website traffic: 3.2 million average unique monthly viewers
• Ad rate (print): $44,181 for one page, four color
• Ad rate (online): $50 to $85 CPM

Inc.
7 World Trade Center, New York, NY 10007. (212) 389-5300. (www.inc.com)
• Circulation: 724,537
• Website traffic: 4.85 million average unique monthly viewers
• Ad rate (print): $83,200 for one page, four color
• Ad rate (online): $100 - $300 CPM

The Economist
750 3rd Avenue, 5th Floor, New York, 10017. (212) 541-0500. (www.economist.com)
• Circulation: 840,719
• Website traffic: 8.5 million average unique monthly viewers
• Ad rate (print): $$64,175 for one page, four-color
• Ad rate (online): $60 CPM

3.2 Business Technology Magazines

CIO
492 Old Connecticut Path, P.O. Box 9208, Framingham, MA 01701. (508) 872-0080.
(www.cio.com)
• Circulation: 140,000
• Website traffic: 959,000 average unique monthly viewers
• Ad rate (print): $42,865 for one page, four color
• Ad rate (online): $225 - $505 CPM

Computerworld
492 Old Connecticut Path, P.O. Box 9171, Framingham, MA 01701. (508) 879-0700.
(www.computerworld.com)
• Circulation: 165,050
• Website traffic: 3.5 million average unique monthly viewers

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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• Ad rate (print): $50,700 for one page, four color
• Ad rate (online): $225 - $505 CPM

CRN
550 Cochituate Road, 1 st Floor, West Wing, Framingham, MA 01701. (508) 416-1144.
(www.crn.com)
• Circulation: 100,000
• Website traffic: 520,000 average unique monthly viewers
• Ad rate (print): $28,325 for one page, four color
• Ad rate (online): $30 - $170 CPM

EE Times
303 Second Street, South Tower, Suite 900, San Francisco, CA 94107.
(415) 947-6000. (www.eetimes.com)
• Circulation: online only
• Website traffic: 100 million average unique monthly viewers
• Ad rate (online): $40 - $350 CPM

Federal Computer Week

8609 Westwood Center Drive, Suite 500, Vienna, VA 22182. (703) 876-51 00.
(www.fcw.com)
• Circulation: 80,000
• Website traffic: 173,000 average unique monthly viewers
• Ad rate (print): $26,456 for one page, four color
• Ad rate (online): $75 - $300 CPM

Information Week
303 Second Street, South Tower, Suite 900, San Francisco, CA 94107.
(415) 947-6000. (www.informationweek.com)
• Circulation: 220,000
• Website traffic: 5.53 million average unique monthly viewers
• Ad rate (print): $46,290 for one page, four color
• Ad rate (online): $135 - $235 CPM

TechTarget
275 Grove Street, Newton, MA 02466. (888) 274-4111. (www.techtarget.com)
• Website traffic: 17 million average unique monthly viewers
• Ad rate (online): varies

ZDNet
235 Second Street, San Francisco, CA 94105. (415) 344-1247. (w ww.zdnet.com)
• Website traffic: 69 million average unique monthly viewers
• Ad rate (online): $50 - $95 CPM

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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3.3 Newspapers
Barron’s
1211 Avenue of the Americas, New York, NY 10036. (212) 597-5945.
• (www.barrons.com)
• Circulation: 305,362
• Website traffic: 2.3 million average unique monthly viewers
• Ad rate (print): $52,719 for one page, four color

Financial Times
Number One Southwark Bridge, London SE1 9HL, United Kingdom. (www.ft.com)
• Circulation: >600,000
• Website traffic: 2 million average daily global audience
• Ad rate (print): $36,480 for one page, black & white (Americas only)
• Ad rate (print): $157,760 for one page, black & white (global)
• Ad rate (online): $152 CPM

The New York Times

620 Eighth Avenue, New York, NY 10018. (212) 556-1234. (www.nytimes.com)
• Circulation: 1.61 million (weekdays)
• Website traffic: 43 million average unique monthly viewers
• Ad rate (print): varies by category
• Ad rate (online): varies by category

USA Today
7950 Jones Branch Drive, 9th Floor, McLean, VA 22108. (703) 854-6444.
(www.usatoday.com)
• Circulation: 1.8 million
• Website traffic: 37.1 million average unique monthly viewers
• Ad rate (print, Mon.-Thus.): $199,000 for one page, four color
• Ad rate (print, Fri.): $242,600 for one page, four color

Wall Street Journal

1211 Avenue of the Americas, New York, NY 10036. (212) 597-5600. (www.wsj.com)
• Circulation (U.S.): 2.4 million
• Website traffic: >18 million average unique monthly viewers
• Ad rate (print): $327,897 for one page, four color

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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PART II: STATE OF B2B MARKETING

BUSINESS-TO-BUSINESS MARKETING 2020-2021

• 22 •
 4

B2B MARKETING BENCHMARKS

4.1 Overview
Conducted by Duke University’s Fuqua School of Business
(www.fuqua.duke.edu) and sponsored by the American Marketing Association
(www.marketingpower.com) and McKinsey & Company (www.mckinsey.com), The
CMO Survey (www.cmosurvey.com) is a semi-annual poll of chief marketing officers
(CMOs) from B2B and B2C companies.

4.2 B2B CMO Survey

The following are responses by CMOs in B2B products and B2B services
companies in the February 2019 survey:
Change in Company Performance, Prior 12 Months B2B Products B2B Services
• Sales: 3.4% 5.2%
• Profit: 3.2% 4.3%
• Marketing ROI: 2.6% 4.3%
• Customer acquisition: 3.7% 4.1%
• Customer retention: 1.8% 2.8%
• Brand value: 4.2% 3.5%

Percentage of Company Sales Through The Internet

• B2B Products: 5.7%
• B2B Services: 7.8%

Change in Marketing Budget, Prior 12 Months

• B2B Products: 7.3%
• B2B Services: 3.2%

Expected Change in Marketing Budget, Next 12 Months

• B2B Products: 8.5%
• B2B Services: 10.3%

BUSINESS-TO-BUSINESS MARKETING 2020-2021

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Expected Change in Marketing Knowledge Investments, Next 12 Months
B2B Products B2B Services
• Developing knowledge about how to do marketing: 8.2% 13.0%
• Market research and intelligence: 9.4% 7.1%
• Marketing consulting services: 11.9% 8.3%
• Marketing training: 4.4% 3.6%

Change in Social Media Spending B2B Products B2B Services

• Current: 8.7% 12.3%
• Next five years - expected: 16.6% 20.5%

Social Media Activities Performed By Outside Agency

• B2B Products: 24.1%
• B2B Services: 15.9%

Social Media Contribution To Performance (1 = not at all, 7 = very highly)

• B2B Products: 3.0
• B2B Services: 3.3

Percentage Of Marketing Budget Spent On Mobile

• B2B Products: 14.4%
• B2B Services: 17.6%

Mobile Marketing Contribution To Performance (1 = not at all, 7 = very highly)

• B2B Products: 2.5
• B2B Services: 2.7

Percentage of Marketing Budget Spent On Analytics B2B Products B2B Services

• 2019: 6.6% 7.3%
• 2022: 11.6% 13.3%

Percent of Time Marketing Analytics Is Used in Decision Making

• B2B Products: 39.0%
• B2B Services: 37.6%

Marketing Analytics Contribution To Performance (1 = not at all, 7 = very highly)

• B2B Products: 3.7
• B2B Services: 3.8

Expected Change in Marketing Hires, Next 12 Months

• B2B Products: 6.5%
• B2B Services: 6.1%

BUSINESS-TO-BUSINESS MARKETING 2020-2021

• 24 •
Expected Change in Outsourcing of Marketing Activities, Next 12 Months
• B2B Products: 7.2%
• B2B Services: 2.8%

Top Challenges For Marketing Leaders (percent ranking each challenge as #1)
B2B Products B2B Services
• Driving growth: 39.0% 37.5%
• Securing marketing budget: 14.0% 11.4%
• Delivering a powerful brand that
breaks through the clutter: 11.0% 14.8%
• Providing ROI of marketing activities: 11.0% 10.2%
• Hiring top talent: 9.0% 10.2%
• Generating customer insight: 5.0% 5.7%
• Managing our online presence: 5.0% 1.1%
• Identifying the right technologies to meet our needs: 3.0% 2.3%
• Find sponsorship/support from the executive level: 2.0% 6.8%
• Training our team: 1.0% 0.0%

4.3 Market Resources

Duke University, Fuqua School of Business, 100 Fuqua Drive, Box 90120, Durham, NC
27708. (www.fuqua.duke.edu)

BUSINESS-TO-BUSINESS MARKETING 2020-2021

• 25 •
Random documents with unrelated
content Scribd suggests to you:
The Project Gutenberg eBook of The last vial
This ebook is for the use of anyone anywhere in the United States
and most other parts of the world at no cost and with almost no
restrictions whatsoever. You may copy it, give it away or re-use it
under the terms of the Project Gutenberg License included with this
ebook or online at www.gutenberg.org. If you are not located in the
United States, you will have to check the laws of the country where
you are located before using this eBook.

Title: The last vial

Author: Sam McClatchie

Illustrator: Virgil Finlay

Release date: January 2, 2024 [eBook #72589]

Language: English

Original publication: New York, NY: Ziff-Davis Publishing Company,

1960

Credits: Greg Weeks, Mary Meehan and the Online Distributed

Proofreading Team at http://www.pgdp.net

*** START OF THE PROJECT GUTENBERG EBOOK THE LAST

VIAL ***
 The LAST VIAL

By SAM McCLATCHIE, M.D.

Illustrated by Virgil Finlay

1. And I heard a great voice out

of the temple saying to the
seven angels, "Go your ways
and pour out the vials of the
wrath of God upon the earth."

2. And the first went and poured

out his vial upon the earth and
there fell a noisome and
grievous sore upon the men
which had the mark of the beast
and upon them which
worshipped his image.

Revelation 16.
 [Transcriber's Note: This etext was produced from
Amazing Stories November, December 1960, January 1961.
Extensive research did not uncover any evidence that
the U.S. copyright on this publication was renewed.]
 CHAPTER 1
A little late, I pulled my Ferguson Cross-Country '62 into the space
reserved for me and stepped out. The clouds were low and moving
fast but the rain was soft on my bare grey head. The dark walls of the
Laboratory rose close by. I felt the mass of it blocking off the light
wind and, with the wind, the chill wetness of an autumn morning. It
was good to be back, I thought, back to the quiet excitement of
research, the prideful interest in my students, the comforting
presence of my friends.
A female figure splashed by me hurriedly, her arms full of large brown
envelopes. I half turned. "Lottie," I started to say ... it was the Lab's
messenger girl ... but she was gone already. "Funny," I mused, "she's
usually ready to stop and chat at the least excuse." I turned back
towards the Lab and almost collided with another woman, also loaded
with what looked like case reports. "What the Hell!" I muttered to
myself, but she was gone too. I quickened my pace, ran up the stone
steps two at a time and passed through the big glass doors that open
on the main hall of the Laboratory Building.
As the electronic eye closed them behind me I shrugged off my
raincoat. I dropped a dime in the news vendor and the paper popped
up in its waterproof wrapper. The headline printed on the outside
caught my eye as I started to shove it into my pocket. "New Epidemic
Increases Hourly." New epidemic? What was the old one? Well, I'd
find out soon enough. Maybe that explained Lottie and the case
reports. I turned to go up the stairs to my office.
Behind the counter of the appointment desk Rosie, our senior
receptionist, was watching me. Her bright black eyes and pert old
face set under thick grey curls reminded me of a little bird curiously
inspecting some strange new animal. Her high chirping voice
completed the illusion.
"Good morning, Doctor Macdonald," she said and moved the sign on
the arrival and departure board to show I was in.
"How was the vacation? Pat's in," she went on without waiting for an
answer. "She says she ran into you a couple of times up in the Powell
River Country."
I finished folding my raincoat before I looked at her.
"Yes, we did meet," I admitted cautiously but didn't explain further.
"I don't know how you manage that boat of yours all by yourself.
Seems to me I'd want company to sail away up there in that rough
water," she paused. "I hear Pat's a good sailor."
"You talk too damn much, Rosie," I growled and started along the
hall. All the way up the stairs I remembered the twinkle in her eyes as
I went past her.
The ground floor of the Laboratory is occupied by the Administration
Office and Clinical Pathology Section. Shut off at the back are the
white tiled walls and monel metal tables of the Autopsy Rooms. On
the first floor the Tissue Pathologists sit at their microscopes and
study the pretty blue and red stained slides of human and animal
tissues which come from the batteries of Technicon machines and the
skillful microtomes of the laboratory technicians. Here too are the
Medical Library and the Hematology Section, where blood from
thousands of patients is smeared on slides, stained, and examined
for signs of disease. I was just rounding the banister at the top of the
stairs when, coming out of the Serology Room, I saw the long thin
slow-moving figure and wavy blond hair of Harry Cope, the
hematologist. He saw me at once and waved a languid hand.
"Hello, John! How was the holiday?" he said in his soft English voice.
"Pretty good, Harry. Keeping you busy?"
"Not in my own shop," he said. "But Dr. Hallam will certainly be glad
to see you back. I've had to give him a hand the last day or two."
"Why, what's up?" I was surprised. Harry knew quite a bit about
Virology and had kept up his interest in it even though hematology
was his specialty. However he seldom worked for us unless there was
a real emergency.
"I'd better let the Director tell you himself, old man. I have an
appointment just now. See you later." He moved down the hall, as
quiet and impassive as usual.
A little worried now, I went up the stairs to the second floor, passed
Bacteriology and poked my head into the Virology Section. The
routine work on virus diseases goes on here. The Research Lab, Dr.
Hallam's pet project, is in a specially designed penthouse on the third
floor, alongside the animal house, and is never used for ordinary
tests.
In the Tissue Culture Room, Pat was already busy with the
specimens and had time only to wink at me. No hope for
enlightenment there! I looked back at her trim figure as I moved away
and, at the door of Electron Microscopy, ran head on into Polly
Cripps, our electron microscopy technician and Harry Cope's fiancee.
Even at thirty-five she was still good looking in a bold way, with white
gold hair waving over deep blue eyes, a full mouth and a full figure to
go with it.
When I recovered my breath after bouncing off that pneumatic form, I
started to speak but, as usual, she beat me to it.
"My Goodness, John, you Northerners are always in a hurry," she
gasped. "You almost mashed me flat."
"Ah caint see no difference honey," I parodied her Alabama drawl.
"Say, Harry tells me something big is happening."
"It surely is," she said, "I've taken more pictures in the last two weeks
than in the six months before that. I took a whole mess of them to Dr.
Hallam this morning."
"Maybe I'd better go find out for myself. See you later, cutie." As I
went by I gave her a friendly pat on her well rounded posterior and
got the back of my head clipped for my temerity.
"You keep your cotton-pickin' hands to yourself, boy," she said, but
she was smiling.

The time was late autumn. Because of a special project, I hadn't been
able to take my summer vacation. Patricia Delaney, our senior
virology technician, had worked with me and, as the days went by, it
looked as if neither of us would get a break. The fall is the season for
respiratory viruses to start causing trouble and we couldn't afford to
take time off if even a minor outbreak appeared. But the weather
stayed dry and finally, one lovely Indian summer day, Dr. Hallam had
shoved us both out of the office for ten days' rest.
I stopped on the front steps of the Lab and looked at Pat, standing
beside me, her brown curly head, topped by one of the new round
space satellite hats, bent over as she fumbled at her handbag.
"Now what do we do?" I felt at a loss, a little tired and let down. I
hadn't expected to get time off and consequently had made no plans
for spending the next ten days. The sun was bright, the clouds were
small and fluffy, the air was warm. It was autumn at its best. Surely it
would be a shame to waste such wonderful weather.
Pat was speaking, her clear grey eyes thoughtful behind the heavy-
rimmed glasses. The soft Louisiana voice was a treat after the harder
northern accents of the Canadians.
"I don't know. I haven't made plans to do anything."
"Well then, let's go have some coffee and talk it over."
She nodded and fell into step beside me, her long legs, long for her
medium height that is, keeping up with my short ones. In her high
heeled shoes she stood as tall as I, her broad shoulders and slim but
prettily rounded figure contrasting nicely with my stocky frame. We
make a good pair, I thought, she, the American of Irish descent and I,
the immigrant Irishman, educated in Canada and naturalized
American during the Korean War. She had come to British Columbia
just a year ago, when her marriage had broken up, to make a fresh
start. The year before that I had returned to Canada to join the staff of
the Civic Hospital as a pathologist.
We crossed the parking area to the main hospital building and went
into the restaurant through the back entrance.
"How about this table?" I said and pulled out a chair for her. I tipped
my head to the girl behind the counter and held up two fingers. The
coffee came, not too strong, but at least it was hot. Pat shrugged out
of her mackintosh, reached for the Players I held out to her and
dragged at the battery match flame. I watched her as she leaned
forward over the lighter. The tiny creases at the corners of her eyes,
the slightly deeper lines of her mouth, marked her as a woman of
thirty, mature, a little worldly, but still attractive. Delightfully so to me, I
thought, since, at thirty-five and a casualty of the divorce mill too, I
was no longer interested in young girls, good to look at but
unseasoned by life.
She sat back in her chair and looked at me quizzically.
"Did I pass inspection?" she said.
I hadn't realized I'd been so obvious. It was a little disconcerting, even
after dating her frequently in the last six months, to have my thoughts
read the way she seemed to do.
I smiled at her. "I'll have to have a closer look to be sure."
"I don't know about that," she said teasingly. "I wouldn't trust you too
far."
"How far would you trust me," I asked quickly, an idea growing
hopefully behind my bantering tone.
She looked at me and her smile slowly faded. Again her intuition was
right and the fear of getting emotionally tangled up with a man, the
reluctance to bare her heart again so soon after it had been lacerated
by another male, was obvious in her caution.
"It depends on what you want to do." She laid the cigarette down. It
burned untouched as she watched my face.
"The satellite weather forecast is for good weather the next ten days,"
I said. "This looks like a perfect chance for a long cruise up the coast
in my boat." I paused and looked straight at her, "but it takes two to
work it properly."
She had been on one day cruises with me before this and was
learning quite quickly how to sail. I knew she would love to go but....
"Where do we stay at night?" she said.
"I didn't figure on any definite itinerary. We could sleep on the boat,
there's plenty of room."
"I know that, but there's only one cabin."
"I won't bite you."
"Strictly platonic?"
"You call the tune, I'll play it."
She stood up abruptly and reached out her hand to me. "We're
wasting time," she said. "Let's go!"
I was thinking over those pleasant days and too platonic but still
exciting nights as I came to the door of the Director's office. Dr.
George Hallam, that straight backed old soldier, was sitting at his
desk when I walked in. He was shuffling a pile of black and white
photographs and, as they riffled over, I saw that they were some of
Polly's electron microscope pictures of elementary particles. Hallam
was a large man, but not fat, with black thinning hair combed straight
back. Ordinarily a pleasant expression rested in the light brown eyes
behind his rectangular spectacles, and a slight smile brightened his
round, firm-fleshed face. Today he was definitely not happy, and
under the white lab coat his big shoulders hunched forward
determinedly like a fullback ready for a plunge through the line. I was
wondering what bothered him until I caught a glimpse of the
headlines in the "Sun" lying on the desk. EXTRA! Greatest Epidemic
Ever! I noted the edition was later than the one I had bought. Flu
Epidemic Spreads Through B.C. it said.
"Good morning, sir."
He nodded at me and I waved at the paper.
"What goes on since I left?"
"Five thousand cases of Flu." Bang! He slapped the desk. "Just like
that. In one day!" He ran one big hand over his chin and was silent,
leaning on his elbows.
I picked up the paper to read the lead as he spoke again.
"That was a week ago. For three days the cases rose to a peak and
then eased off. We've been working on it and I think we've isolated
the virus." He looked up at me. "Didn't you know about it?"
"Chief," I said reproachfully, "You don't think I'd have stayed away if
I'd known."
"No ... no, of course not. I haven't had time to think much about it. But
we could have used you and Pat. I'm damned glad you're back."
"We ... ah ... I didn't look at a paper for the whole time. Went for a trip
in my boat. I even turned off the television."
"You must have had interesting company." He grinned at me slyly.
"Yeah, I had a good crew," I said and changed the subject. "But what
about this epidemic?"
The fun died out of his eyes. "We've been expecting the second wave
to hit anytime. Judging by the headlines we have it ... and it's a
corker. The Department of Health tells me it's spreading faster than a
dirty story both north and south of the border."
"You say you have isolated it?"
He picked out several of the photographs and passed them across to
me. I looked at them for a moment.
"But these particles are irregular, and too big!"
He nodded.
"What about the agglutination tests?"
"It isn't A, B or C," he said. "It's a new virus, or at least one I've never
heard of. There doesn't seem to be a relationship to any other flu
virus ... and probably no immunity to it either."
"Then how do you know it is flu?"
"Only by the way it acts clinically. It fits the flu syndrome better than
any other disease we can think of. Odd thing about this stuff," he
mused, "as you can see, these first electron pictures don't look like flu
and the Biochemistry Section also reports some unusual components
in its chemical structure."
He stopped to light his pipe. "You remember how I broke up those
simple plant viruses a few years ago and tried putting different pieces
of them back together to make new ones?" He mumbled around his
pipestem, blowing a little cloud of blue smoke with each word.
I hadn't been at the Civic at that time but I nodded in affirmation, not
wanting to interrupt his train of thought.
"Well, this virus isn't the same of course, but it seems to be a
relatively simple one and of such a peculiar composition it makes me
wonder. Certainly, so far, it doesn't fit in with any of the natural viruses
I've handled."
"Maybe it's an exotic variety brought in from overseas," I ventured.
"Vancouver does handle a lot of foreign shipping. Or maybe it's a wild
mutation from some ordinary flu virus. Look what happened in 1957
with that A prime mutation. Perhaps this thing has gone even farther
away from the family tree."
"I thought of that, but I'm not convinced." He shook his head in
exasperation. "Damn it, man, there's something queer in this whole
thing ... and I can't put my finger on it!"
"What does the bug do to people, aside from the usual stuff?"
"They all get a sharp attack of the flu, lasting three or four days. The
picture is typical as a rule, but on the mild side. Some of them act as
if they had the mumps too."
"H'm, that's nice," I said. "Has there been much orchitis in the male
patients?"
"Who else could get it?" he gibed. "Now that you mention it, I believe
there have been some cases," he said drily, "but I've been more
concerned with organic chemistry than with organs. By the way, how
was your holiday?"
"The sly old dog," I thought. "He probably figures I've been having
myself a time with Pat." Out loud I answered, "Just fine, Sir." I turned
to go out. "Guess I'd better get started back to work. At least I got a
good rest."
"Really, John, you call that a rest?" He was still chuckling as I shut the
door behind me.

I changed to a white coat in my own small office. There was no

definite job assigned to me now and I had no classes to teach this
semester. I rambled around the office for a while, straightened out my
desk and then decided to go down to Records and look up the case
histories of the flu patients. It was partly idle curiosity but I knew that,
sooner or later, the Old Man would have me working on it.
The girls in Records were full of questions about my vacation. That
Pat and I were practically engaged was no secret, and the fact that
someone had seen us together on my sloop was providing plenty of
gossip.
"The hell with them," I thought. "Let them think what they want." At
least it was not malicious gossip. We had a friendly crew in the Lab
and the ribbing I was taking was all good natured.
I went back to my office with a large bundle of case summaries
loading me down. With the tremendous interest aroused in virology
and the nature of protein molecules, because of the polio research of
the Fifties, the drive to investigate the virus theory of cancer and the
flu epidemic of 1957, a great deal of money had been spent to make
the Civic Hospital a first class research centre. Under Dr. Hallam's
guidance and the sponsorship of the University of British Columbia,
the Research Laboratory had become one of the best in North
America. The Department of Health of B.C. cooperated
enthusiastically in the field work and I was able to get from our files
the most detailed case histories prepared by their trained
investigators. I spread out the charts, picked one at random, and
began to study it.
Three hours later I was beginning to get the picture, at least up to
date. Most of the cases gave a routine history. A few hours before the
fever began they had noticed a mild head cold. This was followed by
aching in the limbs and back, headache, fever, lack of appetite, and
feeling generally ill and depressed. Some had swelling along the
sides of their neck or under the chin, but that was not a prominent
feature of their complaint. Several of the males also reported slight
swelling of the testicles, less than is usually the case in mumps, and it
did not seem to incapacitate them at all. The occasional female
reported abdominal pains which could have been due to inflamed
ovaries, but it is difficult to make such a diagnosis with certainty. In
inquiring about the movements of the patients before they became ill,
the interrogators had turned up a few odd stories.
One woman reported that she had been standing in a crowded bus a
few days before she got the flu when a man standing beside her had
dropped a glass ball.
As she told it, "It looked like one of them souvenir things—you know,
the kind that has a snowstorm inside it when you turn it upside down,
or maybe it was a Christmas tree ornament. It broke just like you
dropped a light bulb or somethin'. I thought I saw a kind of a cloud,
like smoke, but it was only for a second. The man was nice about it,
he apologised to me right away for scaring me. He was one of them
D.P.'s I'm sure because he couldn't talk good English. That stuff that
came out of it made my nose kinda itchy ... made me sneeze. But I
have hay fever and sinus, you know, had it for years. Maybe there
was nothing to it."
The tape record of a male patient's report was also peculiar. I played
it back, in part, on my own Dictape.
"I was sitting in the Automatic lunch, the big one on Granville. Well, it
was full to the doors, just after twelve, and this guy comes in and gets
a seat that another man had just left. He wasn't very tall but sort of
husky and he reminded me of a guy I know who comes from Slovakia
or one of them countries down in Europe. This guy, the friend of mine
I mean, he works for Baden Brothers in the Foundry.... Yeah, yeah,
I'm getting to the point in a minute. Well, as I was telling you, this fella
who looks like my friend has a pile of parcels and he's trying to
manage a cup of coffee at the same time so I give him a hand.... I'm
just about finished with my pie. We get the parcels down O.K. but he
upsets one of the bags with his foot on the floor. I start to pick it up
and he tries to beat me to it. These guys from Europe fall all over
themselves to be polite. Anyway he grabs an insect bomb that fell out
and somehow, I can't for the life of me figure it, he gets the thing
stuck and the spray starts to go out all over the place. We couldn't
shut it off but it didn't last long. He told me it was a new kind—good
for one time only, so it was made cheap. I dunno if that stuff had
anything to do with this flu but I know it made my nose itch for a
while. Maybe that did it.... I knew a guy one time that...."
I shut off the tape and turned to another report.
"I was in the Paramount," she said, "watching that new Tri-Di movie
they call High Time ... it's a sort of a Western and musical all mixed
up. It's a real good movie but that three dimensional stuff scares you
when they show a fight. I don't think that's too good for little kids, do
you? It was the part where the hero, what's his name, oh yeah, Bert
Blaine, is getting romantic with Nellie Golding just before he rides
away to catch the killer. It's kinda sad too and all of a sudden my eyes
started to water. Well, I'm sentimental, you know, but I don't cry that
easy and anyhow I hadn't felt like crying just yet if you know what I
mean. It was more like an itch. I looked around in the dark to see
what might be wrong and then I noticed a hissing noise like a radiator
leaking. I leaned over to ask the man in the next seat if he heard it too
but right about then it stopped and he got up and left. I don't know
how he could have anything to do with it but I know my eyes and
nose were itchy for a long time. I'll just tell you that I must have got
the flu from that. My mother says that's nonsense but I don't care."
The rest of the reports were routine. Some noted exposure to colds
but none to mumps. The three unusual stories I dismissed as having
no real connection with the epidemic. Aerosol sprays of all shapes
and sizes are so common nowadays that they are used in every kind
of commodity which can be packed that way. I know of no disease
caused by the gases they contain unless it be allergy to the various
insecticides and other chemicals spread by the gases. People often
have peculiar ideas as to what starts a cold. The statisticians had run
off the figures, including the odd possibilities, on the Minicalculator at
the Department of Health and their report stated there was no
significance in such stories. So I guess that settled that in this
mathematically minded era. Sometimes I wish that medicine were the
art it used to be instead of the statistical science it has become. But I
never did like mathematics.
Shortly after noon I gave up and strolled down to the Culture Room,
looking for Pat. I found her busy with a dentist's drill, in the old
fashioned way, cutting holes in the shells of fertilized eggs and
transferring virus cultures from old eggs to new. Between the cap and
mask only her cool grey eyes were visible, intent on the thin
membranes that pulsated above the tiny heart of the young chicken.
Her fingers were quick and sure as she injected the virus then
released the opening with scotch tape, or sometimes with a glass
coverslip, sealed around the edges with vaseline. Hallam wasn't too
keen on the new short wave cutter and plastic film technique. When
she paused for a moment to flame her needles I rapped on the glass
partition to catch her attention and then made eating signs. She
nodded and, a few minutes later, we sat over sandwiches and coffee
in the hospital restaurant.
"How did the morning go?" she said, finishing her sandwich and
starting on a second cup of coffee.
"The old man was needling me the way you needle those eggs of
yours," I grumbled. "We don't have the private life of goldfish around
here. The girls were hinting for information too."
"What do you expect," she laughed. "After all, you're the most eligible
bachelor in the place."
I wandered over to the counter for a pack of Exports. The noon Sun
was out and I saw the lead story. "Flu Epidemic Disorganizes Seattle,
Tacoma, Portland." I bought the paper and went back to Pat.
"We're not much ahead of the news hawks," was all she said.
As we passed the front office, on the way back to Virology, Rosie
waved at me.
"Dr. Macdonald, you're wanted in the Conference Room right away.
And you too, Pat! There's some sort of big pow-wow. Tissue Path.,
Biochem., Bacteriology, Public Health, and all the clinical services
too!'
"O.K. Thanks, Rosie," I said.
We went on up the stairs. The Director didn't like the elevators used,
except for freight, so we all had to walk. Probably it was better for us
too, I thought, comparing the slight shortness of breath I noticed on
second floor with the way I'd hiked over the hills around Kumwha
during the Korean truce talks of 1951, when there was nothing to do
in my Battalion Aid Station but take morning sick call. But I'd sat in a
lot of chairs since then.