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November 8, 2012
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News for business-to-business marketing professionals  |

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  Eye on Marketing 
  • Salesforce's edge over Oracle might be in talking the talk
    Enterprise technology solutions providers are increasingly crafting their pitches to the chief marketing officer, Cory Treffiletti writes. "I can tell you that marketers speak a different language than IT folks do, and much of what IT talks about is actually not that impressive to marketers," he writes, concluding the environment gives an edge over Oracle. MediaPost Communications/Online Spin blog (11/7) LinkedInFacebookTwitterEmail this Story
  • The most common social media errors can be easily corrected
    "Fluffy" social media metrics can put distance between marketing and the chief financial officer, Nichole Kelly of SME Digital says. It's one of the five most common social media mistakes outlined in this webinar summary. CFOs can be seduced by connecting metrics to the bottom line, and errors such as failing to repurpose content, not being true to the brand's voice and stressing the marketing department by not using outside content all have simple corrections, Courtney Eckerle writes. MarketingSherpa (11/7) LinkedInFacebookTwitterEmail this Story
  • Native ads fail to impress in survey
    Native ads -- those that are disguised as content -- may not be the answer marketers are looking for, according to a survey by Harris Interactive conducted for MediaBrix. More than half of those polled said native ads "negatively impacted or had no impact on their perception of the brand being advertised," writes Lucia Moses. Sponsored video ads fared worst in the survey, with Facebook's Sponsored Stories and Twitter's Promoted Tweets also neutral to negative. A Facebook representative criticized the methodology and pointed to examples of higher engagement via Sponsored Stories. Adweek (11/5) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Eloqua links with Bizo and Demandbase for display ad channel
    Eloqua's new AdFocus channel manages display ads and other paid media within the company's marketing automation platform, borrowing lead-targeting capability from Bizo and Demandbase, Judith Aquino writes. "Some companies are still using display ads only at the brand advertising level, but we're seeing more B2B marketers use it to provide specific offers that bring leads through the pipeline," says Rob Bois, Eloqua product marketing manager. (11/7), BtoB Magazine (11/7) LinkedInFacebookTwitterEmail this Story
  • Innovators turn to incubators for help hatching business plans
    Incubators promise to help entrepreneurs get innovative business ideas off the ground, and they can offer valuable advice and business expertise, along with crucial logistical support for startup operators. However, it's important to do due diligence before opting into an incubator scheme. "Just because someone says they can help doesn’t make it true," writes Verne Kopytoff. Bloomberg Businessweek (11/6) LinkedInFacebookTwitterEmail this Story
  • Know when to pull the plug on a networking conversation
    Not everyone who goes to an office event sees it as a chance to network, experts say. If the person you're talking to is avoiding eye contact, giving noncommittal responses and focusing more on consuming alcohol than talking to you, it might be time to back off, experts say. (11/5) LinkedInFacebookTwitterEmail this Story
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Leave other people's mistakes where they lie."
--Marcus Aurelius,
Roman emperor

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