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March 27, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Analysts: Adopting Big Data means looking at customers differently
    Most companies are slow to adopt Big Data because of the associated data-management issues, Noel Yuhanna and Mike Gualtieri write. "The key to success is implementing a multidimensional view that helps individualize and contextualize customer experiences, deliver new customer insights, and create new opportunities for businesses to deliver differentiated experiences," they write. However, that might necessitate "a new IT architecture" that supports faster insights, handles large amounts of data and enables predictive analytics. The Wall Street Journal (3/26) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Study: How B2B and B2C marketers are approaching social media
    The goal of business-to-business marketers' social media strategies differs from their business-to-consumer brethren, according to an Ascend2 survey. Whereas B2B and B2C marketers name improving customer engagement as the top priority, B2B marketers care more about increasing content reach, lead quality and lead quantity. Tactics differ considerably as well, with B2C more than twice as likely to advertise on social nets, and B2B four times more likely to create whitepapers and research content. eMarketer (3/26) LinkedInFacebookTwitterEmail this Story
  • Tips for starting a real-time marketing conversation
    Brands considering a foray into real-time marketing should distinguish their efforts from "newsjacking," a sometimes similar tactic aimed more at journalists than prospects, Steve Hall writes. Think about the mindset of your target audience, and consider HubSpot or HootSuite tools to facilitate the campaign. "Once the various streams of conversation have been identified, once the tenor and tone of the conversation have been established, and once the relevance of the conversation has been determined, members of your real-time marketing team and essential decision-makers need to be notified," Hall writes. Then you're ready to pull the trigger. HubSpot.com/Inbound Internet Marketing Blog (3/26) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Facebook brings FBX ads to desktop users' news feeds
    Retargeted ads from sites such as Zappos, Zipcar and Bonobos will now appear in Facebook users' news feeds, thanks to a move by Facebook to incorporate ads from its FBX ad exchange into the feeds. The shift could help lead to increased FBX pricing, which has hitherto been 82% lower than for conventional Web retargeting. "More demand will always make the auction more competitive," says Facebook product-marketing chief Brian Boland. Advertising Age (tiered subscription model) (3/26) LinkedInFacebookTwitterEmail this Story
  • Google tool will help calculate ROI on mobile campaigns
    Google has unveiled a new tool dubbed "Full Value of Mobile," which promises to calculate the return on investment of businesses' mobile-marketing efforts. The calculator aims to track metrics such as phone calls directly generated by mobile ads, and to provide insights into the relative effectiveness of cross-platform and single-platform campaigns. TechCrunch (3/26) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • Good innovators don't fight octopuses
    It's tempting to envision the innovation process as a struggle "between an heroic innovator and a bureaucratic octopus," writes Chris Trimble. Such an approach can be used to justify deceptive "stealth innovation" practices but fails to recognize the degree to which institutional support is necessary to bring even the best ideas to fruition. "[U]nless the initiative is quite small and incremental, it will take much more than one stealth innovator's hustle and ingenuity to get to the finish line," Trimble writes. Harvard Business Review online/HBR Blog Network (3/26) LinkedInFacebookTwitterEmail this Story
  • Why companies sacrifice innovation while seeking efficiency
    Many organizations tend to prioritize efficiency and short-term problem solving over the sort of long-term thinking that is required for innovation, Jeffrey Phillips writes. "We need to break the cycle of efficiency, not to return to sloth and inefficiency, but to return to good management," he writes. Innovate on Purpose (3/21) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Colorado Chapter -- Event -- 2013 Gold Key Awards
    This event will be held Friday, April 26, in the Seawell Ballroom at the Denver Center for Performing Arts, 1101 13th Street in Denver. Cocktails and viewing of entries from 5:30 to 7 p.m., dinner at 7 p.m.; awards at 8 p.m.; after-party 9 to 11 p.m. Greg Moody, CBS4 critic-at-large, will be master of ceremonies for the 2013 Gold Key Gala. Winners will be sharing their best work from 2012 with the Colorado business community. Sponsorship opportunities are available. Read more. LinkedInFacebookTwitterEmail this Story
  • BLAZE preconference coverage: Fred Wiersema on "The B2B Agenda"
    Fred Wiersema wrote "The B2B Agenda" after sitting down with more than 100 business marketing executives and researchers to explore the issues and opportunities that are reshaping the field. The report, published by the Institute for the Study of Business Markets at Penn State University, finds the through-lines in our anecdotes, identifying trends and best practices. Wiersema, a business marketing leader and a distinguished ISBM fellow who chairs the organization's B2B Leadership Board, will present his findings at the 2013 International BMA Conference in Chicago this May. Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
To know oneself, one should assert oneself."
--Albert Camus,
French author, journalist and philosopher


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