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January 7, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • As B2B businesses go social, tying into the back-end is crucial
    Business-to-business use of social media continues to catch up to consumer brands, with 68% of B2B companies now participating, according to a Chief Marketer survey. But B2B brands have to go beyond awareness, and "few industrial companies are tying information from back-end systems and social media sites together in a way that makes these efforts more effective," Rachael King writes. However, companies such as the Canadian electronics manufacturer Etratech are closing sales by showing off their manufacturing facilities with online video, and Caterpillar recently combined social media outlets with The Wall Street Journal/CIO Journal (1/5) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Lenovo targets high-end customer with new structure
    Lenovo is splitting into two divisions this April: Lenovo Business Group for its PCs and mobile Internet and digital home products, and Think Business Group, to sell the ThinkPad and enterprise solutions. Chairman and CEO Yang Yuanqing says the move aims at better targeting the high-end. "We tried to push the Lenovo brand in mature markets but we realized that, as a brand, Lenovo only works in the mainstream and low-end market. In the high-end markets, Think is our best brand asset and the only brand which can compete against Apple." ZDNet (Asia) (1/7) LinkedInFacebookTwitterEmail this Story
  • Brands and agencies prepare for a year of lean industry
    The all-encompassing agency of record concept is ceding ground to roster shops, one-off assignments and greater efficiency, writes Rupal Parekh. Analysts says brands plan to make more of what they've got rather than switch agencies in 2013, and agencies in turn are looking to expand billable services into new areas. "Developing IP or innovative platforms makes you more valuable to your clients, and there's a potential opportunity for revenue shares, or coming with technologies of your own to license and sell," said Ark Advisors principal Ann Billock. Advertising Age (tiered subscription model) (1/7) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Google+ features overcome numbers for B2B brand building
    The Hangouts and Communities features on Google+ make the platform essential for business-to-business marketing despite its smaller numbers, consultant Linda Sherman argues. Brands can join Communities to build relationships and conduct group meetings, and they can host discussions and offer demonstrations on Hangouts. "It looks very professional but doesn't take much effort," she says. Forbes (1/4) LinkedInFacebookTwitterEmail this Story
  • Short on innovation? Maybe you need a "chief rouser"
    Conventional C-suite roles such as chief marketing officer or chief financial officer tend to be too inward-looking to help drive innovation, writes Luis Gallardo. It often pays off to think creatively, creating offbeat titles so that "executives can feel a new sense of purpose and direction in how they manage," he writes. "New titles ... such as chief of reason, chief resilience officer, and chief rouser will open the door to innovation like never before," Gallardo argues. (1/2) LinkedInFacebookTwitterEmail this Story
  • The decline of American tinkering
    Many of America's greatest inventions came from curious people messing around with the mechanical devices they used in everyday life, says author Alec Foege. That's been less and less the case for decades, however. "The United States risks losing its hallowed tinkerer tradition -- as well as the engine of innovation that fueled an unprecedented era of growth," Foege writes. "Economic success has given us the time and resources to tinker, but it has also blunted our impetus to do so." CNNMoney/Fortune (1/4) 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 
  • BMA Chicago -- Marketing lessons from the startup world
    This luncheon will be held Thursday, Jan. 10, from 11 a.m. to 1:30 p.m., at The Standard Club, 320 S. Plymouth Court, in Chicago. Coming up with the next big idea and dominating a new market is something that many of us would love to do. But to business-to-business marketers at established companies who face entrenched competition, the entrepreneurial spirit of a startup might seem like it's from a completely different world. Throwing out the old rules and reinventing your organization's marketing function just seems too risky. Or is it? The start of a new year is a great time to step out of your comfort zone and draw inspiration from new sources. BMA Chicago kicks off 2013 with a special event on infusing new energy into your marketing organization. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

If money be not thy servant, it will be thy master. The covetous man cannot so properly be said to possess wealth, as that may be said to possess him."
--Francis Bacon,
British author and statesman

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