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March 26, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Why a great website is only the beginning
    Companies are starting to realize that building a great website is only the first step to develop a powerful online presence, Michael Lieberman writes. A solid inbound-marketing strategy also requires a carefully polished and maintained presence on social sites to increase your "Total Available Audience" and create low-cost channels for sharing content. "Your prospects are using all of these sites to find businesses just like yours. You need to make sure your business shines on all these sites," Lieberman writes. SmartBrief/SmartBlog on Social Media (3/25) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Data-ownership fights are breaking out among agencies, clients
    Marketers and agencies are increasingly getting embroiled in fights over the ownership of data generated, collected and used during online campaigns, Alexandra Bruell writes. Some clients inadvertently sign away their data ownership to agencies; others wage long and ugly battles to win back the data generated by their campaigns. "It's not good business" for agencies to pick fights over campaign data, says Michael Brunick of IPG's Mediabrands Audience Platform. "Clients should own their data, and we should have the rights to use that data on the clients' behalf." Advertising Age (tiered subscription model) (3/25) LinkedInFacebookTwitterEmail this Story
  • Analysts say BlackBerry's future may not be so dark
    Even though BlackBerry is expected to report a loss Thursday, there's a sense the Z10 will permit the embattled device-maker to find a niche and survive, Larry Dignan writes. Morgan Stanley analyst Ehud Gelblum even upgraded BlackBerry, saying the BlackBerry 10 should boost selling profits and gross margins, pointing out BlackBerry's device business has nowhere to go but up. But others say Samsung looms as a formidable enterprise competitor. ZDNet (3/25) LinkedInFacebookTwitterEmail this Story
  • Consider a thank you page for a secondary conversion
    A "thank you" page is a good substitute for the usual "thank you" message following a form conversion, Jeffrey Russo writes. Sending only a message leaves converts stranded on the landing page with nowhere to go. In contrast, the thank you page provides a secondary opportunity to convert and a chance to "offer up free content in the form of blog posts and other educational materials that can deepen the relationship with your brand," Russo writes. Internet Marketing Blog (3/25) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • LinkedIn's improved search could add to its bottom line
    LinkedIn has improved its search function so it returns combined results including people, jobs, groups and companies. The search feature also makes suggestions, provides auto-fill, learns from previous searches and offers new filters. "[T]he new service could encourage people to do more job searches, which in turn might benefit LinkedIn's recruiting business, which accounted for more than half its revenue in the fourth quarter," Mark Walsh writes. MediaPost Communications/Online Media Daily (3/25) LinkedInFacebookTwitterEmail this Story
  • Dell is more innovative than it looks
    The battle for control of Dell may rest on the value of its intellectual property. The company holds 3,449 patents and 1,660 more were in the pipeline in 2012, according to federal filings. "While there is a perception that Dell is not very innovative, careful analysis of its IP portfolio reveals unaccounted-for value," according to a report published by M•CAM, a firm that analyzes corporate IP. Bloomberg Businessweek (3/25) LinkedInFacebookTwitterEmail this Story
  • Innovation czars are finding it tough
    Many chief innovation officers are poorly trained, inexperienced and have little notion of how to spur companywide innovation, writes Robert B. Tucker. Still, there's no denying that some ideas chiefs do deliver real results. "The best ones bring new thinking to the table. They gain the ear of the CEO. ... They gain respect because they bring home the bacon," Tucker writes. (3/22) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Chicago -- Event -- The Curious CMO
    This luncheon will be held Thursday, April 4, from 11 a.m. to 1:30 p.m., at The Standard Club, 320 S. Plymouth Court, in Chicago. Emerging from the financial crisis, Fifth Third Bank was re-energized by its strategic planning exercise, but realized that banks were still viewed as a commodity, while the industry's reputation itself was under attack. Join Larry Magnesen, CMO, as he shares how the bank and its strategic partner, Leo Burnett, developed a differentiated positioning and are now bringing it to life for consumer and business audiences. Arguably, banks have been one of the least-differentiated business categories for decades, and the lessons learned in creating a meaningful point of difference are instructive for any business marketer looking to stand out in a crowded marketplace. The "Curious CMO -- Building a Purpose-Driven Brand" will reveal bold steps that "the Curious Bank" is now taking to move a 155-year-old bank through unprecedented changes in both marketing and banking. Read more. LinkedInFacebookTwitterEmail this Story
  • BLAZE: Amazon's impact on B2B distribution channels
    E-commerce sites have changed the consumer experience and are beginning to make a mark on the B2B buying experience as well, says Scot Wingo, CEO of ChannelAdvisor, an e-commerce solutions provider based in Raleigh, N.C. Wingo will speak at the 2013 Global BMA Conference (Chicago, May 29 to 31), sitting down for a fireside chat with Charlie Peters, senior executive VP at Emerson. The pair will discuss the impact that an influx of sites like could have on B2B distribution channels. Read more. LinkedInFacebookTwitterEmail this Story
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It is often laziness and timidity that keep us within our duty while virtue gets all the credit."
--François de la Rochefoucauld,
French writer

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