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December 10, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Siemens' Plantville game engineers a real following
    Siemens' Plantville online game has attracted 23,000 engineers playing about 14 minutes per session since its launch in March 2011. The game was farmed out to outside creative agencies working with the company to ensure game play served up helpful best practices, then Siemens rigorously tested it for playability and accuracy, says Catherine Derkosh, the company's director of marketing communications. B2B Lead Generation Blog (12/10) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Consumer-device proliferation makes B2B mobile essential
    The consumerization of IT typified by the proliferation of Apple iPhones as work devices has made mobile marketing essential for B2B, Isobar Mobile's Tim Dunn writes. IDG surveyed IT buyers and discovered the index was high for watching work-related videos, and nearly 6 in 10 use their phones to access work-related content after work hours. B2B brands should respond with purpose-built, mobile-optimized sites; excellent, well-promoted content; and personal relationship-building communications that helps their brand stand out. (12/7) LinkedInFacebookTwitterEmail this Story
  • B2B marketers' challenge: Creating great, measurable content
    Content marketing's importance to B2B efforts has become almost universally recognized, even as its difficulty is acknowledged, Ted Karczewski writes, citing a variety of studies. More than 9 in 10 B2B marketers plan to do some form of custom content in the next year, but 64% consider creating the volume of content itself a challenge. More than 4 in 10 marketers believe they don't have the personnel to create unique content and 35% lack the budget, according to an Econsultancy survey. (12/7) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • RIM encourages IT pros to trade up to BlackBerry 10
    Research in Motion is promoting the use of the BlackBerry 10 among enterprise users with a BlackBerry 10 Ready Program. Enterprises that install BlackBerry Mobile Fusion can take online-learning courses to win free handsets, and the company is hosting a series of informational webcasts in the first of a series of efforts to help IT professionals migrate to the new platform. Marketnews Magazine (Toronto) (12/7) LinkedInFacebookTwitterEmail this Story
  • Other News
  • How lobbyists are killing American innovation
    American businesses are increasingly using their lobbying muscle as a substitute for innovation, giving cash and urging legislation aimed at stifling rival companies and technologies, writes James Allworth. "Given how hard it can be to survive a disruptive challenge, and how effective lobbying has proven in stopping it, it's no wonder that incumbent firms take this route so often," Allworth writes. Harvard Business Review online/HBR Blog Network (12/7) LinkedInFacebookTwitterEmail this Story
  • How to present yourself in a clear, concise way
    When someone asks "tell me about yourself," don't respond with "wooly and wandering statements," but instead focus on your key skills, achievements and work responsibilities, Paul Sloane writes. "We aim for about a one-minute delivery or about 120 words when written. It is best to write it out and then practice saying it in a natural way," he writes. (12/8) LinkedInFacebookTwitterEmail this Story
  Hot Topics 

Top five news stories selected by Business Marketing SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  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
  • BMA Southern California -- Event -- B2B Insider Marketing Strategies, Social and Success
    This executive roundtable dinner and reception with presenter Gail Miller will be held Tuesday, Jan. 15, from 4 to 7 p.m. at The Center Club, 650 Town Center Drive, the Garden Level, in Costa Mesa, Calif. A prolific marketing executive for Toshiba America and Delphi Corporation, and sales management for ITT Industries, Gail Miller brings volumes of knowledge and wisdom as well as an insider's view to the world of B2B company marketing and the unique challenges in today's marketplace. With this incredibly unstable economy, unpredictable demands, stressed dealers and distributors, and most of all, compressed budgets, B2B company marketers are challenged today more than ever before to do marketing on a shoestring -- expected to do more with less budget while facing the "Evil ROI." Attendees to this event will discuss and gain understanding on how to better orchestrate expectations of ROI; the importance of listening before jumping into the first -- or next – social campaign; how to develop a world class marketing campaign or product with a limited budget; developing and leveraging channel partners; key lessons learned from B2C for B2B. Read more. LinkedInFacebookTwitterEmail this Story
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Alas for those that never sing, But die with all their music in them."
--Oliver Wendell Holmes Sr.,
American physician, writer and poet

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