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March 28, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Content marketing is the new social, says Weber Shandwick exec
    Interpublic's Weber Shandwick has launched a new unit, MediaCo, tasked with handling content marketing, native ads and digital media buying. The move is a sign of the big boom in content and native advertising, says Chris Perry, global head of digital. "Over the last 60-90 days, this whole area of the business has caught fire, not unlike how we saw social media catch fire four to five years ago," he explains. "We see this part of the business becoming inevitable for clients to get into." Advertising Age (tiered subscription model) (3/27) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Case study: Changing a Web form for function yielded results
    Company Folders followed a website redesign with a change in its online quote form, yielding a nearly 68% increase in total quotes, according to this MarketingSherpa case study. Even though the website redesign bumped up use of the old quote form about 14%, it was focusing on that key quote-form element that led to the big surge. "A redesign is not just like making [the website] look pretty. It is about making it extremely easy for function," says CEO Vladimir Gendelman. MarketingSherpa (3/27) LinkedInFacebookTwitterEmail this Story
  • Why today's content marketing requires constant care and feeding
    The key difference between the content marketing of old and today's tactic is that it is now "an ongoing, continuous process," writes Wendy Marx. So "kicking out the occasional white paper or case study or article or blog piece" won't cut it, she writes. Marketers have to figure out where their prospects are, arrive with something of value in hand, nurture the relationship with thoughtful care and feeding, and maintain a relationship with those prospects, even if they're not immediately receptive, she writes. Fast Company online (3/27) LinkedInFacebookTwitterEmail this Story
  • 10 ways to improve your marketing game
    A BtoB magazine-Eloqua survey discovered that marketers score themselves only 65% proficient when it comes to the core competencies of targeting, engagement, conversion, analytics and marketing technology, writes Amanda Batista. But those skills can be developed by reading "digital body language" and automating your campaigns, among other tips. "Implementing the proper analytics systems can help you make critical decisions regarding which parts of your marketing efforts are working or not," Batista adds. Eloqua/It's All About Revenue blog (3/27) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Demandbase preps for a future of IP-based targeting
    Demandbase will use a new round of funding to encourage the trend of integrating marketing automation and content management, among other efforts, writes Laurie Sullivan. The advertising and optimization platform also recognizes "a move toward using Internet protocol (IP) rather than cookie-based targeting because of the attributes ... required to reach customers," writes Sullivan. CEO Chris Golec says he foresees "more social offering in the next 12 months," though the company's efforts are a little ahead of B2B customer demands in that regard. MediaPost Communications/Online Media Daily (3/27) LinkedInFacebookTwitterEmail this Story
  • Group activity makes LinkedIn ideal for social marketers
    Marketers can improve their presence on LinkedIn by developing and demonstrating knowledge of customers' needs, writes Ardath Albee. Group participation is key -- where marketers come out from behind the company logo and contribute useful information. In turn, they can use LinkedIn for insight, researching with the search tool and Signal function for market trends, always searching appropriate groups to join or start. Marketing Interactions Blog (3/27) LinkedInFacebookTwitterEmail this Story
  • Why large groups can stymie creative thinking
    Some people may choose not to join in innovation initiatives that already have a large number of engaged participants, writes Scott Bowden. For this reason, it may be a good idea to split employees into small "pods" -- perhaps consisting of two or three people -- to generate new ideas. In these situations, "members realize that they must contribute something to the conversation as a way of representing their pod," he writes. (3/27) LinkedInFacebookTwitterEmail this Story
  • How to innovate like Obi-Wan Kenobi
    Would-be innovators should take their cues from "Star Wars" guru Obi-Wan Kenobi, writes Diego Rodriguez. That means learning to embrace failure, to go with the flow and to seize opportunities fearlessly and instinctively. "When you stop worrying about the outcome, you let go of the fear of ultimate, soul-crushing failure, which in turn allows you to focus on the here and now," Rodriguez writes. Metacool blog (3/27) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Houston Chapter -- Event -- The Smart Difference: Becoming the agents of change in a social world
    This luncheon will be held Thursday, April 18, from 11:30 a.m. to 1 p.m., at the Courtyard on St. James Place, 1885 St. James Place, Houston. Keynote speaker Kathy Button Bell is responsible for global marketing and corporate branding for Emerson, a $24.4 billion diversified global technology and engineering leader. Bell is a veteran of the global B2B marketing wars between the "cats" and "dogs" of corporate culture -- R&D, advertising and sales, IT and now HR. Attendee takeaways for this event will include insight on the changing skill sets for marketing; examples of how customer insight can become "delectable content"; and a framework for how "cats" and "dogs" work together. Read more. LinkedInFacebookTwitterEmail this Story
  • BLAZE: The rise of the chief content officer
    Joe Pulizzi is ready to see good storytellers take control of the B2B marketing narrative. The founder and CEO of the Content Marketing Institute will lead a panel session of creative voices at the Global BMA Conference in Chicago. In this interview, Pulizzi shares the lessons marketers can learn from publishing companies, the value of selecting one central storyteller and why it doesn't matter what we call that person. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

We owe something to extravagance, for thrift and adventure seldom go hand in hand."
--Jennie Jerome Churchill,
American-born British society figure

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