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October 4, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Madison Logic targets whitepaper-downloading executives with ads
    Madison Logic is marketing the data it acquires from executive whitepaper downloads for ad retargeting. The company will match an in-market executive's e-mail address against cookie data. The company proposes to skip the lead-buying stage and target those whitepaper-downloading executives with relevant online display ads within 15 minutes of the download, Madison Logic CEO Erik Matlick says. ClickZ (10/3) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • B2B road shows travel from slides to interactive engagement
    Marketers are reviving the road show and integrating social media and new technologies such as augmented reality displays, Justin Isles writes. 20th Century Fox used the green-screen photography from movie-making to place retail executives in virtual environments and send fake movie trailers to their inboxes, for example. Quick-response codes and touch-sensitive interactive experiences are being used to go beyond the PowerPoint presentation to an engaging experience. B2B Marketing (10/3) LinkedInFacebookTwitterEmail this Story
  • Can marketers put e-mail outreach back on track?
    Open rates for branded e-mails exceed 25%, but click-thru rates -- a critical measure of recipient engagement -- fell to 4.4%, a two-year low, during the second quarter of the year, a study finds. To counter that trend, marketers are using a variety of tactics, including data-driven e-mail strategies and more dynamic email content. "As marketers push to increase email relevancy in the coming year, CTRs may see a revival," this article notes. eMarketer (10/4) LinkedInFacebookTwitterEmail this Story
 
  • Other News
  Tech Edge 
  • Facebook marketing mistakes and how to avoid them
    Professional brands continue to make common mistakes when using Facebook for marketing, Mikal Belicove writes. Status updates should never use the first person but imply the "we" of a team. Using a personal page to tout a business defeats the purpose. Don't lazily put the URL at the top of the page if it's content you're pushing. Post when you have something relevant to say, not on a forced timetable. And stop the phony question-asking at the end of everything just to generate artificial response, Belicove writes. Forbes (10/3) LinkedInFacebookTwitterEmail this Story
  • Twitter Surveys lets brands keep tabs on their customers
    Twitter is rolling out Twitter Surveys, a new brand-research tool that lets marketers create in-tweet mini-surveys of between one and five questions. The surveys can be targeted to users based on whether they've previously received Promoted Tweets from the brand, and are expected to have an engagement rate of between 1% and 3%. "There's been [an issue] in the industry for brand research when it comes to low response rates. ... This solves a big problem," says revenue chief Adam Bain. Adweek (10/3) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • Keys for boosting innovation at your company
    If you want to make your organization more innovative, it's important to be confident and to find ways to make the most of limited resources, Brenna Sniderman writes. "It can be something as simple as automating a process that used to go through multiple steps (and multiple layers of bureaucracy) or an incremental improvement in IT," she writes. The most innovative companies also understand the value of spending on research and development, she notes. Forbes (10/2) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Making the Most of Marketing: Rock-Solid ROI
    The pressure is on. Marketers must do more with less and increase performance over time. More importantly, the need for proven measurement of performance and success through Return on Marketing Investments has never been more crucial. As the speed of marketing increases with digital and social media efforts, performance benchmarking on a regular basis has become a top priority for executive boards, many of which now expect quarterly or even monthly updates on ROMI. This shift is also compounded by the increasing importance of carefully aligning marketing to the most important and measurable goals of the business. In answer to this need, ROMI is a powerful vehicle to translate the language of marketing into the language of business -- especially now that the marketing landscape has shifted so significantly and, we would say, irreversibly. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Southern California -- Event -- Key lessons learned in e-mail marketing
    This online event will be held Oct. 17 from noon to 1 p.m. PDT. All BMA members (at member rate) and nonmembers are welcome to attend. E-mail marketing has been the workhorse of B2B marketing for years. As new channels and technologies have come to the fore, the demise of e-mail has been predicted by many, but yet to occur. This is because e-mail is still the best opportunity for one-to-one, relevant communication with prospects who have expressed interest in your products or services. Presenter Ardath Albee, CEO of Marketing Interactions, will feature lessons from e-mail marketing missteps to help you optimize the power of your campaigns -- including why e-mail fails to engage prospects, and what you can do about it; simple tweaks that can dramatically change outcomes; and marketing mix components that can be limiting your email effectiveness. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

  SmartQuote 
I start with the premise that the function of leadership is to produce more leaders, not more followers."
--Ralph Nader,
American political activist, author, lecturer and attorney


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