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January 14, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Why Google sees "change" as key to its enterprise success
    Google's enterprise business is still a relatively small part of its big picture, but a change in how chief information officers see value is helping the division feel a "tailwind" for the first time, says Thomas Davies, Google's head of enterprise in the U.K. Whereas CIO concerns once centered around total cost of ownership for enterprise solutions, CEO involvement has companies thinking about how to create new processes with Google cloud services. "We don't win on price. We win on value and technical, business and cultural change," Davies says. ComputerWeekly.com (U.K.) (1/11) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Survey: Almost half of B2B marketers plan to increase their budgets
    Nearly half of business-to-business marketers will increase their marketing budgets in 2013, according to a BtoB magazine survey. While 48.7% of marketers plan to raise their budgets in 2013, up from 40.1% last year, 9.5% plan to decrease budgets, down from 10.8% in 2012. Also, more than 2 of 3 marketers plan to allocate more spending to digital channels, according to the survey. BtoB Magazine (1/11) LinkedInFacebookTwitterEmail this Story
  • 4 ways to mimic B2C marketing tactics for B2B
    B2B marketers can adopt the transparency of B2C prices, product specs and educational material to rely less on sales and more on marketing, Derek Singleton writes in this list of ways B2B marketing can mimic B2C. Use trial offers when possible and get your customers involved through testimonials or other feedback loops, Singleton adds. Also, consider gamification, as SonicWALL did with its Network Security Challenge, in which IT pros competed to protect fictitious company firewalls. B2B Marketing (1/11) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Pinterest optimization in 10 steps
    Now that marketing via Pinterest is inevitable, optimization of the channel is the key to success, even if it means "pinjacking" relevant search terms, Katie Burke writes. Start with choosing a user name that increases your chances of recognition and writing an "About You" section to establish the brand. Marketers should avoid too much company-specific language. "When you think about your Pinterest boards, consider your customers' buying habits, average age, and lifestyle, and build your pinning strategy around their terminology, interests, and potential search terms," Burke writes. HubSpot.com/Inbound Internet Marketing Blog (1/11) LinkedInFacebookTwitterEmail this Story
  • Opinion: Google+ has 2 problems to overcome
    Until it resolves two crucial errors, Google+ "has no hope of becoming a competitive social network," Eric Wittlake writes. "There is no Google+ identity. I don't mean a brand identity. I mean Eric Wittlake, as a person, does not exist on Google+," he writes. Also, the filter-like Google Circles feature isn't effective, he adds, because you can't choose which Circles you're put in, meaning you're still likely to see unwanted posts. B2C Marketing Insider (1/13) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • Leapfrog your way to better innovation
    Smart companies use leapfrogging strategies to solve big problems and get an edge on rivals, writes Soren Kaplan. That's how Apple came up with the iPod and how Target learned to differentiate itself from Wal-Mart, Kaplan writes. "Ask yourself: In what ways are we holding onto the status quo? What are the breakthroughs that we want to create and lead?" he advises. InnovationExcellence.com (1/12) LinkedInFacebookTwitterEmail this Story
  • Executive churn leads to brain drain at HP
    Hewlett-Packard has had four CEOs in 2½ years and lost at least 120 top executives. A clear strategy for renewal and a change in leadership style has reduced the exodus to a "trickle," says CEO Meg Whitman. While executives still left in late 2012, Ashlee Vance notes, Whitman says those people did so at her request. Bloomberg Businessweek (1/11) 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 
  • The next rung for marketers: Becoming a trusted adviser
    At the 2012 International BMA Conference, Motorola Solutions CEO Greg Brown spoke about the importance of marketing within the overall performance and success of an organization. Companies that are looking at marketing leadership as more than just a functional department -- but as advisers who have a place at the table when key decisions are being made -- are changing the overall narrative of B2B marketing and communications. In many companies, marketing is relegated to a supporting role. The CEO, along with a small team of executives, identifies the goals and strategies designed to drive company growth. These benchmarks are communicated to the marketing team, which is tasked with delivering everything from messaging to advertising, to e-mail marketing to demand generation, in order to support of these objectives. Sound familiar? If so, you are far from alone. Nevertheless, if you aren't seen as a key player in the overall vision of your organization's future, you put yourself at a disadvantage. Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
You will do foolish things, but do them with enthusiasm."
--Sidonie-Gabrielle Colette,
French novelist and performer


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