Business Services Industry
Interpath leads to ad network; Collaboration marks first marketing Push since last year's enterprise app focus shift.
B to B, February, 2001 by FREEMAN, LAURIE
Looking to generate highly targeted sales leads after revamping its business strategy, Interpath Communications Inc., an enterprise applications service provider, in early January rolled out a $5 million marketing campaign through an online advertising network.
The campaign, a collaborative effort between agency Greco Ethridge Group Inc. and Web ad network B2BWorks Inc., marks Interpath's first marketing effort since it changed course. The company, based in Research Triangle Park, N.C., was established in 1993 as an Internet service provider. Last year, it shifted its focus to enterprise applications, offering a range of managed hosted services and consulting services.
The Interpath campaign needed to be highly targeted, said Paul Marobella, VP-brand...
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