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February 22, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Oracle exec: Eloqua helps to "create modern marketers"
    Oracle will market Eloqua by integrating it within its customer experience group of software offerings, writes Chris Kanaracus. Eloqua can "create modern marketers ... [who] know exactly what their customers want," says Executive Vice President of Product Development Thomas Kurian. Touting its benefits for a direct sales force, Eloqua CEO Joe Payne says the software can help firms "see who wants to buy today and [then] prioritize those folks for your sales organization." News Service blog (2/21) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Why B2B content marketing is better when you use the news
    Two Brafton-client case studies demonstrate why a "clear industry news or trend focus within a content strategy" can give a brand a consistent, resonant voice, Katherine Griwert writes. Proofpoint created an internal newsroom of sorts, assigning writers the task of curating and writing about data-loss prevention and e-mail security stories to put the products in context with real crises. Cloud-based phone systems provider ShoreTel Sky wasn't getting much action writing about its products, but inspired customers with news demonstrating "relevant use cases," Griwert writes. Content Marketing Institute (2/21) LinkedInFacebookTwitterEmail this Story
  • Agile marketing starts with customer-centered focus
    Agile marketing "prioritizes the needs of the customer and focuses on rapid response to customers and current trends," writes Lior Levin. Shifting the focus from the producer to the customer is the first step. Get rid of silos in favor of cross-functional teams. Don't ignore inbound-marketing efforts for lead generation, and place an emphasis on analytics and other measurement tools. Finally, be quick to embrace promising new trends such as Pinterest, positioning the company as a leader, without fear of a failure once in a while. MarketingProfs (2/21) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Coordinating a Twitter campaign with a live event
    A prominent, well-publicized and often repeated Twitter hashtag is an essential companion to live-event marketing, writes Dayna Rothman. Use a tool such as HootSuite to monitor Twitter chatter before, during and after the event, and incorporate live tweets during the event itself, using it almost like a news feed. "Twitter users love stats and quotes, so try to include them as they appear in presentations or are quoted by the speakers," Rothman writes. Marketo/B2B Marketing and Sales blog (2/21) LinkedInFacebookTwitterEmail this Story
  • Other News
  • 5 ways to turn failure into a path to success
    Everyone knows that it's best to recast failures as stepping-stones to success, but how do you actually go about doing that? Start by forgiving yourself and venting your frustration, advises Lewis Schiff, then be frank about what went wrong, and get back in the saddle. "Remember, you're trying to succeed brilliantly at something most people can't do at all," he writes. Inc. online (free registration) (2/21) LinkedInFacebookTwitterEmail this Story
  • Wait for an opening before discussing yourself
    If you talk too much about yourself or your business while networking, you could end up sounding narcissistic, experts say. “You don’t need to sell yourself all the time. Know your audience. Time is precious -- so when you do speak of your business, make sure it is to an audience that has a need,” says Jennefer Witter, owner and founder of PR firm The Boreland Group. (2/21) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Minnesota Chapter -- Event -- The Exploding Toolbox: What you Need and Why
    This event will be held Tuesday, March 5, from 7:30 to 9:30 a.m., at the Metropolitan Ballroom, 5418 Wayzata Blvd., in Minneapolis. You're almost there. You've balanced your brand, infused it with power and differentiation, and you're on the verge of moving from brandless to badass. It's time to execute! But wait; now you have a new challenge -- you need to navigate, choose, integrate and get value from new technology solutions. Don't panic; we have you covered. Our panel of experts will guide you through the exploding toolbox -- from Web, e-mail, social, CRM, loyalty and communities. Learn how four marketers have stayed on top of the learning curve, narrowed their focus to achieve results, and make decisions that have positively affected their business and customer relationships. Read more. LinkedInFacebookTwitterEmail this Story
  • The year of marketing automation readiness
    Nearly every piece of recent research indicates that the adoption of marketing automation platform technology will continue to expand this year, moving beyond the traditional technology sector that has been its early home. As the footprint pushes past the estimated 20% adoption rate that exists today, we must ask: Are marketers in other industries ready? 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?

You can do anything in this world if you are prepared to take the consequences."
--W. Somerset Maugham,
British writer

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