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March 25, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • What to do if your inbound marketing fails
    If the results of inbound-marketing efforts are dwindling over time, it might be because you've cast too wide a net and aren't reaching decision-makers, Dayna Rothman writes. Instead of producing more me-too marketing in a crowded field, remember "[t]he solution to too much noise is not to make more noise, but to sound different," Rothman writes. Also, consider whether your particular prospects would be better candidates for outbound marketing. Marketo/B2B Marketing and Sales blog (3/22) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • How to talk to the CEO and communicate marketing's value
    Nearly 3 in 4 CEOs don't believe marketing drives demand and revenue, according to a Fournaise Marketing group study, and that's probably because chief marketing officers aren't communicating value effectively, Ellie Mirman writes. Focus on the most meaningful metrics to the bottom line to show a campaign's effectiveness subjectively, and don't shy away from drawing conclusions from them. Anticipate questions and be prepared to give succinct answers, Mirman adds. (3/21) LinkedInFacebookTwitterEmail this Story
  • Using your brand portal to make everyone an evangelist
    A company's online portal can become much more valuable to the brand if everyone participates, Jens Lundgaard writes. Using Single-Sign On to make it easier for digital assets to be accessed by all. Keep all evangelists "on-brand" by keeping approved assets in view. And use a community manager to moderate communications between various teams. Also, utilize the portal to extend training beyond the usual and teach "how the brand should properly be represented," Lundgaard writes. (3/22) LinkedInFacebookTwitterEmail this Story
  • Investors are acquiring a taste for ad-tech companies
    Marin Software's initial public offering got off to a strong start, highlighting investors' increasing appetite for ad-tech companies. That's part of a "structural shift" in the marketing business toward tech-based solutions, Cowen & Co. analyst Peter Goldmacher says. "The advertising landscape is changing. ... Marketing is changing from a qualitative art to a quantitative, mathematical function," he says. The Wall Street Journal/Digits blog (3/22)
  • Other News
  Tech Edge 
  • Facebook hashtags might help lessen users' ad resistance
    With 58% of respondents to a Silicon Beach Training survey saying advertising interferes with their Facebook experience, will the site's adoption of hashtags really help marketers? "With enough user uptake and promotion, combined with a clever strategy and a dash of luck, hashtags could be a great way for brands to improve exposure on Facebook," Aaron Charlie writes. Plus, if Facebook users conduct a search for hashtags, they might be more receptive to related advertising on that page, Charlie writes. Social Media Today (3/22) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Why "Lean In" isn't just for women
    Sheryl Sandberg's book, "Lean In," should be on every business leader's reading list, regardless of gender, writes Scott Eblin. While Sandberg's tips for women on leadership and career advancement are getting plenty of attention, her book also includes serious and powerful insights on issues such as mentoring. "People will be talking about and referring to this book for a long time to come. If you haven't read it, you won't be able to intelligently participate in the conversation," Eblin writes. Level Blog (3/22) LinkedInFacebookTwitterEmail this Story
  • Don't let "innovation debt" hurt your startup
    Your tech startup will run into trouble if you don't bother to help your development team learn new skills and stay on top of technology advances, a situation called "innovation debt," Peter Bell writes. Luckily, there are several ways to make sure your employees are knowledgeable about the latest tech trends. Among Bell's six suggestions are to send your developers to conferences, to invest in consulting and to hold "hackathons" that give your team the chance to experiment with new technology. (3/23) LinkedInFacebookTwitterEmail this Story
  Hot Topics 

Top five news stories selected by Business Marketing SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  Association News 
  • BMA Carolinas -- Chapter sponsorship
    Looking to connect with business-to-business marketers in the Carolinas region? The Carolinas Chapter of the BMA hosts educational marketing events including panel discussions, industry expert guest speakers, and social and networking opportunities. There are ground floor sponsorship opportunities for businesses looking to reach highly successful and dynamic B2B marketing professionals. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

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A thing is mighty big when time and distance cannot shrink it."
--Zora Neale Hurston,
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