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November 7, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Report: WPP will create a B2B marketing team for Samsung
    Samsung has asked WPP to construct a dedicated agency team to handle its global business-to-business marketing, according to Advertising Age. Also, Publicis Groupe's Razorfish won the brand's digital account, replacing Denuo, which had been working on Galaxy smartphones. "We know Razorfish understands how to translate complex issues into unique and engaging customer experiences," says Brian Wallace, Samsung's vice president of marketing. Advertising Age (tiered subscription model) (11/6) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • HP's cutbacks on business services cited as prime problem
    Hewlett-Packard's executive churn is cited as the most problematic aspect of the brand's recent decline, Ben Worthen writes. The company has been run by four CEOs in seven years, causing "multiple inconsistent strategic choices," according to current CEO Meg Whitman. Among them are severe cutbacks to HP's business-to-business service, derived from the $13 billion acquisition of Electronic Data Systems in 2008. "[F]our of the unit's biggest customers didn't renew deals," Worthen writes. The Wall Street Journal (11/6) LinkedInFacebookTwitterEmail this Story
  • B2B marketers put bucks behind video, pledge more to come
    The use of online video marketing among business-to-business companies is up 35% over last year, according to a Content Marketing Institute and MarketingProfs survey sponsored by Brightcove. Marketers are allocating about a third of their budgets to online video already, up 26% over last year, with more than half predicting greater apportioning next year, a trend that new LinkedIn video feature should accelerate. MediaPost Communications/VidBlog (11/6) LinkedInFacebookTwitterEmail this Story
  • Correcting the most common B2B lead-generation mistakes
    Failure to create market differentiation by stressing the company's core values is among the 13 worst lead-generation mistakes cited by Louis Foong. Rushing the sales cycle to close instead of stressing the value proposition, living with a CRM system that's more trouble than it's worth, and stiffening into analysis paralysis are some of the other common mistakes made by B2B marketers in pursuit of prospects. (11/6) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Google's convergence analytics tools aid B2B measurement
    Google Analytics' new Data Import Tool might be just the beginning of convergence analytics offerings intended to help B2B marketers better measure their return on investment, Naomi Ruth Ganhinhin writes. Google's Universal Analytics permits marketers to integrate their own data sets into customized Analytics views. "The Data Import Tool ... enables users to import cost data from any digital source including email, social media, display providers, paid search, and even organic traffic," Ganhinhin writes. (11/6) LinkedInFacebookTwitterEmail this Story
  • Learn to innovate like a Nobel laureate
    Francis Crick, the Nobel laureate who helped discover DNA, accomplished great things because he was willing to be proven wrong time and time again, says fellow laureate Paul Berg. "I won a case of wine from him on a bet because he was wrong and I was right," Berg recalls. Crick "had 10 ideas for every one" that succeeded, but his persistence and imagination paid off in the end, Berg says. The Wall Street Journal (11/2) LinkedInFacebookTwitterEmail this Story
  People on The Move 
  • Steve Bobb is executive vice president and chief marketing officer of BNSF Railway, rising from his position as vice president of the business unit operations and support. BtoB Magazine (11/2) LinkedInFacebookTwitterEmail this Story
  • Ryan Vero is senior vice president of grocery, drug and pharmacy at Sears Holdings, coming to the company from OfficeMax, where he was executive vice president and chief merchandising and marketing officer. Drug Store News (11/2) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA 90th anniversary commemorative book
    "The Business Marketing Association: 90 Years of Inspiring B2B Marketers" tells the story of how the specialty of business-to-business marketing came to be and how it has evolved over nine decades. Enhanced by full-color captioned images, the coffee-table style book includes a brief overview of the different eras of the BMA legacy and looks toward the future of the association and the profession. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Minnesota -- Event Recap -- Social Media and Beyond
    The Social Media and Beyond presentation explored how B2B marketers can expand their social presence, content and integration with other online and offline communications to achieve their business objectives. Using industry case studies, the presentation provided tips on how to maximize a business' investment of time and resources. And lastly, it explored where social media is heading in the future, giving insight on the best places for companies to concentrate their efforts. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

Success is often just an idea away."
--Frank Tyger,
American cartoonist, columnist and humorist

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