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February 27, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • How Adobe, Cisco and other B2Bs use the power of social media
    American Express, Adobe, Cisco, TippEx and Kinaxis offer good examples of how social media can be used effectively in a B2B context, writes David Moth. Adobe, for example, harnessed the power of Foursquare, Twitter and Instagram sharing to run a scavenger hunt in San Francisco, and Cisco's content marketing machine on YouTube has garnered nearly 5 million video views. (2/26) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Inside Big Blue's Big Data apparatus
    IBM leads the trend of using Big Data to help its marketing customers, according to this article, which offers a peek inside IBM's New York operation. "The partnership here between my team -- the [chief information officer] team -- and the marketing team is really allowing us to help the business with much more targeted decision making," says IBM CIO Jeanette Horan. "I think the B2B world has traditionally thought more about companies than people. What we are increasingly recognizing is that it is individuals within companies that are making decisions." eWeek (2/26) LinkedInFacebookTwitterEmail this Story
  • Small businesses say word-of-mouth, referral marketing are best
    Eighty-seven percent of U.S. small business owners agree that word-of-mouth and customer referrals are the effective marketing tactics, according to a Bank of America survey. Networking efforts and media advertising came in second and third in polling. But SMBs are not impressed with how companies market to them, with 52% saying they are not "effectively" marketed to and 46% saying companies are trying to sell them rather than talk to them, according to an Inc. Magazine and Cargo survey. eMarketer (2/26) LinkedInFacebookTwitterEmail this Story
  • Other News
The Six-Second Ad Experience
New research from the FreeWheel Council on the impact of ad length and placement within premium video. Understand the way shorter ads can have positive impact on engagement, brand attitudes and purchase intent. Spoiler: they are best used as a complement to longer ad formats in the same campaign. Download the report!
  Tech Edge 
  • Oracle and Eloqua pledge to play nice with third parties
    Oracle applications executive Steve Miranda and Eloqua CEO Joe Payne have vowed to remain friendly with third-party apps, including and Microsoft's customer relationship management software. "We're also working with Microsoft Dynamics and even SAP, where we've built two integrations for new cloud applications in just the last three months," says Payne. InformationWeek (2/26) LinkedInFacebookTwitterEmail this Story
  • expands Service Cloud for mobile app help is enhancing its Service Cloud for mobile shopping and banking, permitting users to access customer service from within applications, Barb Darrow writes. "The goal is to bring the sort of in-app experience folks now get from advanced web applications -- co-browsing, in-application support, chat as well as easy access to knowledge bases and support forums -- to their device of choice," Darrow writes. GigaOm (2/26) LinkedInFacebookTwitterEmail this Story
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  • Does working from home squash innovation?
    Yahoo has ended its work-at-home policy and is requiring employees to work in the office in a bid to encourage collaboration. Many employers are offering increased workplace flexibility, but some experts say working in an office may help spur creativity and innovation. "If you want innovation, then you need interaction," says John Sullivan, San Francisco State University professor. "If you want productivity, then you want people working from home." The New York Times (tiered subscription model) (2/25) LinkedInFacebookTwitterEmail this Story
  • Does your company's culture need more attention?
    Leaders who become animated when talking about metrics used to measure team performance should show some of the same excitement when it comes to evaluating corporate culture, S. Chris Edmonds writes. Performing regular employee climate surveys and acting promptly on the findings can lead to better employee engagement and profit, he writes. SmartBrief/SmartBlog on Leadership (2/26) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Phoenix Chapter -- Event -- Taking your ideas to market: Business-to-business marketing for startups
    This event will be held, Tuesday, March 19, from 3 to 5 p.m., at ASU SkySong, Room 301 Ingenuity, 1475 North Scottsdale Road, in Scottsdale, Ariz. Every successful company begins as a startup. Yours, in fact, may be the next bit hit. The economy is improving and many out there think there has never been a better time to start a business. Learn from successful entrepreneurs and marketing executives how to do it right. Join BMA Phoenix for this in depth session on marketing for start-up companies. Read more. LinkedInFacebookTwitterEmail this Story
  • Take advantage of pre-registration and early bird discounts for BMA 2013 International Conference, BLAZE!
    This year's conference -- taking place May 29 to 31 at the Sheraton Chicago Hotel & Towers -- will be themed "Blaze." With more than 900 expected to attend, you'll be ablaze with new ideas and concepts to help move your organization forward. Register now to learn from and network with B2B marketing's leading trailblazers. BMA members, register now at the special pre-registration rate, which is available to the first 100 BMA member registrants, and will end on March 15. Non-members can now register at the early bird rate. Read more. LinkedInFacebookTwitterEmail this Story
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If you want to truly understand something, try to change it."
--Kurt Lewin,
German-American psychologist

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