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January 2, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • B2B marketers turn focus to vertical industry targeting
    Business-to-business companies are realizing that good search-engine results and online banner ads online are no longer sufficient to draw in business, this article notes. Vertical industry targeting is one popular answer to reach a more relevant audience, even though this option is more expensive. eMarketer (1/2) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • 11 tips for using e-mail templates to add visual appeal
    E-mail campaigns can be given visual appeal by using templates that organize information properly and emphasize the right design elements, Anum Hussain writes. New marketing offers should concentrate on the offer itself. Thank you e-mails should link to the offer as a call-to-action, not another form. Making sure that co-marketing projects highlight both companies involved by using logos, and that e-mail confirmations are clear and concise, are some of 11 template tips delivered in this article. (12/28) LinkedInFacebookTwitterEmail this Story
  • Is your landing page letting you down?
    Small businesses need to pay extra attention to their landing pages in order to ensure site visits lead to conversions, Lisa Barone writes. That means having clear goals and clear calls to action, and staying focused on leading users towards the desired action. "If your landing page doesn’t drive users to take the action you’ve laid out for them, it failed," Barone warns. Small Business Trends (1/1) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • 5 ways to dress LinkedIn for success
    A company's presence on LinkedIn can be improved by revamping homepages to address navigation and other issues, Jeff Nordeen writes. Add branded and nonbranded search terms to the LinkedIn search box, and closely examine and follow up on the results. Give the company the appearance of professionalism and large size by dressing up the employee profiles and posting job listings, even when there's no immediate need, Nordeen writes. B2C Marketing Insider (1/1) LinkedInFacebookTwitterEmail this Story
  • Why innovation is critical to companies' success in 2013
    Innovation will be a key part of doing business this year for a few reasons, Haydn Shaughnessy writes. "Innovation is becoming embedded as a transformation method," he writes. Methods for producing innovation are becoming more mature, he notes. Forbes (12/31) LinkedInFacebookTwitterEmail this Story
  • 2 simple steps to greater productivity
    If you want to be as productive as possible, it's important to take on a limited number of tasks and to set constraints that define how you are going to get your work done, Josh Long writes. "Effective productivity happens when we align our passions with purpose, and we are concrete about removing interruption," he writes. Lifehacker (12/31) LinkedInFacebookTwitterEmail this Story
  People on The Move 
  • Matt Hardison is chief marketing and sales officer for Amtrak, elevated from his current position as chief of sales distribution and customer service. RT&S online (12/28) LinkedInFacebookTwitterEmail this Story
  • Paul Stecca is creative director for marketing agency ab+c in Wilmington, Del., rising from his role as senior art director. BtoB Magazine (12/21) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Southern California -- Event -- B2B Insider Marketing Strategies, Social & Success
    This event will be held Tuesday, Jan. 15, from 4 to 7 p.m., at the beautifully renovated private business and dining facility The Center Club (adjacent to Segerstrom Center for the Arts), at 650 Town Center Drive in Costa Mesa, Calif. With this incredibly unstable economy, unpredictable demands, stressed dealers and distributors, and most of all, compressed budgets, B2B corporate 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." Gail Miller, a prolific marketing executive for companies like Toshiba America and Delphi and sales manager for ITT Industries, brings volumes of knowledge and wisdom with an insider's view into the world of business-to-business corporate marketing and insights into the unique challenges in today's marketplace. Attendees to this event will gain understanding on how to better orchestrate expectations of ROI, and show what doesn't always rise top; the art of developing a world class marketing campaign or product launch with a limited budget; how to develop and leverage your channel partners; the importance of listening before jumping into your next, or your first, social campaign; and key lessons learned from B2C for B2B. Read more. LinkedInFacebookTwitterEmail this Story
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Birds sing after a storm; why shouldn't people feel as free to delight in whatever remains to them."
--Rose Kennedy,
American philanthropist

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