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November 16, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Keep B2B holiday campaigns light, fluffy and warm, experts say
    The holidays are a great time to get a leg up on competitors who might be scaling back budgets, according to Katie Hollar, marketing manager at Capterra. Software is a good example of a B2B product that would benefit from marketing now in anticipation of first-quarter sales. But keep things light and fun, steering clear of any religious topics or hard sells, recommends Adam Holden-Bache of e-mail marketer Mass Transmit. BtoB Magazine (11/12) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Online presence can cut both ways when it comes to trust
    Openly communicating a brand's promise, and showing the company's values and leadership on social media can help you gain buyers' trust, Steve Olenski writes. But online advertising masquerading as content can damage that trust, according to a MediaBrix survey. "[T]he onus is on brand marketers and brand managers and keeper of brand flames to earn the trust from consumers," Olenski writes. Forbes (11/13) LinkedInFacebookTwitterEmail this Story
  • Study: RTB spending is on the rise
    Real-time bidding will grab a 13% share of brands' total display-advertising budgets in 2012, compared with a 4% share in 2010, according to an eMarketer analysis. Real-time spending is projected to increase to more than $7 billion by 2016, when RTB will account for 28 cents of every dollar in display-ad spending. eMarketer (11/15) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Over-the-top compliments online come off as disingenuous
    The blurring of the line between business and social contacts via sites such as Facebook and LinkedIn challenges the trustworthiness of the genuine business compliment, Louis Rix writes. LinkedIn "endorsements" and favorable reviews after free samples are easy to acquire -- perhaps too easy to not seem solicited. But instead of avoiding the inevitable, embrace social complimenting by making comments genuine, judicious and public, Rix recommends. Chief Marketer (11/15) LinkedInFacebookTwitterEmail this Story
  • Think like a publisher for the best social strategy
    B2B social media works best in the context of an overarching content marketing strategy, Evan Prokop writes. Thinking like a publisher instead of a marketer will help you define the audience, apply the correct metrics to success and support efforts with the right infrastructural commitments. "Social media is constantly evolving, and your strategy should be fluid, adaptable, and constantly optimizing and improving," Prokop writes. (11/15) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Are you an innovation skeptic?
    The best bosses are both optimists and pessimists when it comes to weighing new ideas, says innovation psychologist Sam Hunter. It's important to be open and upbeat when workers first float novel ideas, but also to be realistic or even downright pessimistic when the time comes to pay for implementation. "The skepticism lens should be brought out when cost is about to incur," Hunter explains. Entrepreneur online/The Daily Dose blog (11/15) LinkedInFacebookTwitterEmail this Story
  • Fueling innovation means giving your employees time to dream
    Companies can spur innovation by partnering with one another and by developing a culture that promotes the creation of new ideas by allocating time just for innovation, experts say. For example, at Google, employees are encouraged to spend 20% of their time on possible future products and 10% on wild ideas such as space elevators. "We do have a very maniacal focus on innovation," Google's Khee Lee said. (11/13) LinkedInFacebookTwitterEmail this Story
  Association News 
  • "Go and Grow" event in the U.K. launches global front for BMA
    "Most trade event reviews I come across tend to sound like an apprentice recounting his first week at work. You know what I mean -- lots of boyish enthusiasm and an inescapable desire to thrust his knowledge upon a poor, unsuspecting audience. But that wasn't the case at the BMA's Go and Grow event in London, which took place late last month. I came away with plenty of insight about the challenges facing B2B marketers and the dramatic changes in marketing communications. Tom Stein, president of Stein + Partners Brand Activation, and a national board member of the BMA, helped to kick off the event with a rallying call for UK-based ad agencies, clients and vendors to join the BMA's first chapter to be launched outside of the United States, BMA London." Read more from Paul Myerscough. LinkedInFacebookTwitterEmail this Story
  • BMA Atlanta -- Chapter sponsorship
    Atlanta sincerely thanks all its sponsors for contributing time, resources, staff and underwriting support, and appreciate their commitment to the Atlanta chapter. Because they support BMA Atlanta so generously, please consider these sponsors' products or services. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

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One thing I am convinced more and more is true and that is this: The only way to be truly happy is to make others happy. When you realize that and take advantage of the fact, everything is made perfect."
--William Carlos Williams,
American poet and physician

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