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December 18, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
 
  • Report: B2B marketer goals, tactics are out of sync
    Business-to-business marketers are having difficulty aligning their day-to-day efforts with long-term goals, according to a Demandbase survey. For example, though more than half of marketers say targeting an industry vertical is the most important tactic, fewer than half actually do so, and only a quarter say they've improved efforts toward the goal. Also, scoring leads based on targeted accounts was regarded as most important by about a third of respondents, but such efforts receive just 25% of marketing resources. BtoB Magazine (12/17) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • In-house or outsourced? How to know which way to go
    A marketing department can choose between hiring in-house and outsourcing work by considering each tactic on its own, Corey Eridon writes. You can outsource lead generation for verifying contacts, qualifying leads or booking appointments. Consider hiring a pay-per-click pro if you don't have the time or ability to focus on it beyond automatically generated results. A search engine optimization third party should be well rounded, knowing on-page and technical SEO, not just SERP rankings. Even content creation can be outsourced, but only if the brand strategy is rock solid, Eridon writes. HubSpot.com/Inbound Internet Marketing Blog (12/17) LinkedInFacebookTwitterEmail this Story
  • Video ads are more effective in shorter clips, study shows
    Ads placed in short video clips, such as the Web's ubiquitous cat videos, are more effective than when paired with long-form content, according to an AOL study. Viewers see conventional ad spots in longer videos as an interruption, the study found, while "short-form video produced a 25 percent higher brand recall and a 42 percent higher purchase intent for the featured product or service," writes Tom Cheredar. VentureBeat (12/17) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Predictions: Social tactics will improve, skeptics will remain
    The use of social media for B2B lead generation will grow only incrementally in 2013, according to Jeffrey Cohen, who lists nine other predictions about B2B social media use. Chief executives will require more evidence of social media's value before endorsing it wholeheartedly, even though the disparity between good social media marketing companies and bad ones will become more obvious. Content will become more visually appealing, data derived from social media will give marketers a more holistic picture, and marketing automation and mobile will continue to advance, Cohen writes. SocialMediaB2B.com (12/17) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • What defines highly innovative businesses?
    There are many things that come together to create a culture of innovation, but strategic vision is arguably the most important, Jeffrey Baumgartner writes. Companies such as Apple and Google thrive because they have a strategic direction to guide their creative work to clear ends, Baumgartner explains. "If a business does not have definable, unique strategy, it will not be innovative," he writes. InnovationManagement.se (Sweden) (12/18) LinkedInFacebookTwitterEmail this Story
  • How to position yourself for bigger and better things at work
    If you consistently over-deliver on assignments and gradually expand your responsibilities, you will eventually become invaluable to your company, Dan Schawbel writes. Another way to do this is to learn everything there is to know about something that is important to your organization, he writes. The Fast Track (12/17) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Best Practices Q&A -- Handley: Content marketing requires B2B marketers to alter their mindset
    For B2B marketers courting the digital age, finding a way to wed data with original content is more than half the battle, according to Ann Handley, chief content officer of MarketingProfs. "When those two marry that's when you can get some really great marketing," said Handley, co-author (with C.C. Chapman) of "Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business" (Wiley 2010). "They're two sides of the same coin. It's part art, part data and content all the time." She spoke with BMA Buzz about the current trend lines in content marketing. Read more. LinkedInFacebookTwitterEmail this Story
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