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March 29, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
 
  • Why B2B social media efforts need to include the entire company
    Everyone at a company has a role to play in a brand's social media marketing efforts, since you never know whose network will turn out to have a profitable contact in it, executives from Salesforce.com, Cisco Systems and Xerox said at South by Southwest Interactive. Still, when a new branded presence is launched, it's important to make sure the company has centralized control over the account, allocates resources effectively and gets the legal department involved at an early stage, panelists said. SmartBrief/SmartBlog on Social Media (3/28) LinkedInFacebookTwitterEmail this Story
2015 State of Marketing Report
We asked marketers about their budgets, priorities, channels, metrics, and strategies for 2015. With more than 5,000 responses, we've analyzed their insights to give you a current snapshot of the state of marketing. Download Now!

  Eye on Marketing 
 
  • Report: Display ads will continue strong growth
    Digital display ad revenue at big firms such as Facebook and Google will maintain its double-digit growth rate through 2013, eMarketer reports, with total spending hitting $17.7 billion, up $2.7 billion from 2012. Strong growth is expected to continue in coming years, with total spending likely to hit $23.87 billion in 2015. eMarketer (3/29) LinkedInFacebookTwitterEmail this Story
  • Getting the most out of a campaign A/B test
    Test only one variable of a B2B ad campaign at a time, Heinz Marketing's Bailie Losleben writes. Keep assiduous records for future use and play around with the call-to-action to see what garners the desired result. Consider a color change or swapping out a photo to breathe new life into an old product. Finally, test multiple variables with various target audiences to find the right formula, Losleben writes. HeinzMarketing.com (3/28) LinkedInFacebookTwitterEmail this Story
  • Why dynamic content campaigns are a better way to reach out
    Using dynamic content to customize messages can make content marketing more personalized and effective, Dayna Rothman writes. That requires extensive segmentation by demographic, firmographic, psychographic profile or other behavioral characteristics. But a dynamic content campaign can be tough to set up, requiring extensive version control and returning conversion results difficult to peg. Using marketing automation can speed the process of mixing and matching campaign elements for maximum efficiency, Rothman writes. Marketo/B2B Marketing and Sales blog (3/28) LinkedInFacebookTwitterEmail this Story
Four steps to marketing analytics maturity.
Download our Field guide to marketing analytics to identify the defining characteristics of mature marketing analytics practices and to learn how your program can join their ranks. You'll discover four steps to analytics maturity, from benchmarking current performance to creating a long-term competitive advantage. And you'll learn how the right marketing analytics can transform your business results. Download now.

  Tech Edge 
  • Other News
10 ways to inspire creativity in your staff.
Fostering creative business practices isn't as hard as it seems and can lead to smart solutions. Use these ten techniques to help inspire and encourage creativity in your staff. Read the article and learn 10 ways to get the creative juices flowing.

  Innovation 
 
  • Ditch the traditional networking model
    Instead of using networking events to meet as many people as possible, focus on just a few and build real relationships, writes Eric V. Holtzclaw, CEO and founder of Laddering Works. "The more people you know -- really know -- the more likely you are to make that important connection you need to take your career, company, or venture to the next level," Holtzclaw writes. Inc. online (free registration)/Lean Forward blog (3/26) LinkedInFacebookTwitterEmail this Story
  • Unable to innovate? Blame the bean counters
    Public companies struggling to innovate may be able to blame conservative accounting and financial planning protocols, according to a study. "People usually think of financial conservatism as a good thing, because it ensures management is not wasting money on certain projects, but there are drawback's too," says INSEAD professor Gilles Hilary. Bloomberg Businessweek/Very Near Future blog (3/27) LinkedInFacebookTwitterEmail this Story
How to Achieve IT Agility: A Survival Guide for IT Decision Makers
When business teams add new apps and services to already-strained networks, IT departments are accountable for making everything work. Is your team ready for this challenge? Read this eGuide to learn how IT teams are automating their networks, why they're utilizing Ethernet fabrics and SDN, and what success looks like as they regain network control and business relevance.

  Association News 
  • BMA Kansas City Chapter -- Event -- The Smart Difference: Becoming the agents of change in a social world
    This luncheon will be held Wednesday, April 17, from 11:15 a.m. to 1 p.m., at the Hallmark Visitors Center -- (BMA parking at Lot 10) 26th & Warwick, in Kansas City, Mo. 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: Ending the War Between Sales and Marketing
    "It's more essential than ever for sales and marketing to work together," says Neil Rackham, an author and strategist who tracks the relationship of the troubled corporate siblings. At the 2013 Global BMA Conference in Chicago (May 29 to 31), Rackham and longtime collaborator Phil Kotler will discuss the evolving partnership. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

  On Leadership 
 

Top five news stories from SmartBrief on Leadership this week. Want more leadership news?

The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  SmartQuote 
It is impossible to live pleasurably without living prudently, and honorably, and justly; or to live prudently, and honorably, and justly, without living pleasurably."
--Epicurus,
Greek philosopher


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