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March 18, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Personalization is key to B2B communications, marketing exec says
    Incorporating a marketing automation system makes taking the "personalized approach" easier than ever, says NetProspex Vice President of Marketing Maribeth Ross in this interview. "One of the best practices I've seen associated with that is making sure that any customer communications come directly from either their account manager or assigned salesperson. You can still send it out through your marketing automation system, but you want to make it look like it came from an individual, [as opposed to] a larger e-mail program sent to many people," she says. eMarketer (3/15) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Unmetric's Lux Narayan: Twitter tops all other social media
    Facebook engagement is "nice," but using Twitter for one-on-one B2B interaction is better, Unmetric CEO Lux Narayan says. "While LinkedIn is a great network, it's not (yet) particularly social and there is still a kind of unspoken barrier in place," Narayan writes. Unmetric uses Twitter as a front end for content marketing and it tops all other platforms because of "the ability to develop personal relationships with so many key decision makers," he writes. The Wall Street Journal/The Accelerators blog (3/15) LinkedInFacebookTwitterEmail this Story
  • IBM's Customer Experience Lab uses data for tailored campaigns
    IBM has launched a Customer Experience Lab that integrates "mobile, social, cloud, Big Data and advanced analytics" with an emphasis on customer insight and engagement as well as employee engagement, writes Erika Morphy. The tools allow clients to do such things as create a persona based on a customer's tweets. "Once we get a sense of someone's personality, likes and dislikes, we can tailor outreach to the individual level in real time," says Vice President Nguyen Strattner. CRM Buyer (3/15) LinkedInFacebookTwitterEmail this Story
  • Marketers fret over dot-com disclosure rules
    The Federal Trade Commission has updated its rules for dot-com disclosures and disclaimers, but the new guidelines leave online advertisers with plenty of work to do. Hyperlinked or pop-up disclaimers might not cut it, the FTC warns, meaning marketers will have to get creative to provide full disclosures in tweets, mobile ads and other space-constrained formats. "The FTC won't relax enforcement just because the ad is in a constrained space. Marketers will need to figure it out," said advertising lawyer Linda Goldstein. Adweek (3/17) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Other News
  Innovation 
  • Why foreign innovation is good for America
    The U.S. is only the fourth most innovative country in the world, down from first at the turn of the century, according to one recent ranking. Fortunately, however, R&D doesn't only help the countries where it's carried out. "[I]nnovation is not a zero-sum game," notes The Economist. "Foreign ideas help to stimulate American ones, foreign inventions can boost American productivity and growth in foreign markets provides opportunities for American firms." The Economist (tiered subscription model) (3/16) LinkedInFacebookTwitterEmail this Story
  • 6 reasons your company isn't ready to innovate
    There are six key factors that can prevent a company from being able to innovate effectively, writes Matthew May. For example, innovation may be out of reach if your business lacks a clear strategy, has the wrong people in charge of innovation efforts or has no common methodology for developing creative solutions. InnovationExcellence.com (3/16) 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 2013 B2 Awards Competition -- Entries deadline is extended
    The deadline for entries has been extended from March 13 to this Friday, March 22. The BMA B2 Awards recognize the people who, knowing the difference, refuse to take the easy way out. So where others honor style over results, you'll find the B2 Awards honoring the successful balancing of both. The B2 Awards recognize and honor business marketers for innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business strategy, new media strategy, and successful new product and service introductions. The B2 Awards also honor marketing activities targeting not just traditional customer and prospect audiences, but other key stakeholder audiences and demand drivers, including employees, sales forces, channel partners, government, consumers (as in B2C2B), NGOs, and industry and financial analysts, among others. Read more details and submit your best work now. LinkedInFacebookTwitterEmail this Story
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