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January 31, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Rebranded BlackBerry prepares a $200 million marketing blitz
    BlackBerry, which changed its name from Research In Motion on Wednesday as it introduced its next-generation smartphones and operating system, will back the rollout with the largest marketing campaign in the company's history, a $200 million blitz incorporating six different agencies. Among the work will be BlackBerry's first Super Bowl spot, from Abbott Mead Vickers BBDO, its creative and branding shop. Across all channels, including digital, social, CRM and PR, "the hero will be the product. ... Each piece of marketing will showcase a feature of the user experience," says Chief Marketing Officer Frank Boulben. The New York Times (tiered subscription model)/Media Decoder blog (1/30) LinkedInFacebookTwitterEmail this Story
FEATURED ARTICLE: Understanding the Power of the Pareto Principle
Here's how the Pareto Principle, also known as the 80-20 rule, can show you which customers you should spend the most time with. Read the article to learn more.

  Eye on Marketing 
 
  • Survey: Google is marketers' favorite media company
    Google has overtaken ABC as marketers and ad agencies' favorite media company, according to the latest Advertiser Perceptions study. That's potentially good news for online publishers -- and bad news for traditional media -- as marketers plan their 2013 campaigns. "This is the first time that a digital-media company has made it to the top," said Ken Pearl, CEO of Advertiser Perceptions. Advertising Age (tiered subscription model) (1/30) LinkedInFacebookTwitterEmail this Story
  • Writing a great RFP means asking the right questions
    There's an art to making a request for proposal that attracts the right marketing software vendor, writes Katie Burke. Try starting at the end, with the quantifiable marketing goal you wish to achieve, whether it be more traffic, sales-ready leads or customers. Express the challenges clearly in the RFP, and don't be afraid to go beyond yes/no questions. Look closely at your own team before crafting an RFP, knowing that the people you have in place have to make the partnership work. HubSpot.com/Inbound Internet Marketing Blog (1/30) LinkedInFacebookTwitterEmail this Story
  • Other News
Combating Identity Theft in a Mobile, Social World
Mobile connectivity threats extend from consumers to the business environment. But who is really responsible for securing sensitive information? Smart business leaders are becoming proactive on the matter. Learn how to get protected in this white paper. Download the white paper now.

  Tech Edge 
  • Oracle program looks to increase the social IQ of partners
    Oracle is increasing its commitment to educating customers on the use of social media with the introduction of the Modern Marketing Resource Center via the Oracle PartnerNetwork. Topics covered in webcasts at the Resource Center include how to create an online brand and how to leverage analytics. The company also announced that OPN members can use Oracle's name in Google AdWords campaigns. CRN.com (U.S.) (1/30) LinkedInFacebookTwitterEmail this Story
  • Twitter has yet to win over small businesses, survey finds
    A survey of small-business owners shows little love for Twitter, with only 3% saying it had the most potential to help their companies. LinkedIn topped the Wall Street Journal and Vistage International survey. "On Twitter, you can't engage in a meaningful way," says Freshology founder Todd DeMann, highlighting the difficulty Twitter has had convincing small businesses that a short message format can engage customers. But Richard Alfonsi, Twitter's vice president of global online sales, says the company is still in the educational phase with its small-business ad service. The Wall Street Journal (1/31) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • How to pick the right productivity tools
    Technology can make you more productive, but it can also get in the way if you choose tools that are complicated or that don't really address your particular productivity problems, experts say. Any system should be flexible, easy to use and serve as your "road map" to help you "prioritize and re-prioritize on the fly," says Julie Morgenster, author of "Time Management from the Inside Out." The Wall Street Journal (1/29) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Beyond money: First BMA salary survey reflects industry in transition
    Al Maag, chief communications officer at Avnet, initiated the first Business Marketing Association salary survey while he was serving as national chairman of the BMA. More than 530 industry professionals participated in the online survey. They shared information about their pay, their ambitions and their satisfaction with their current job roles. The results paint a picture not just of our pay stubs, but also of an industry in flux. Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
Any workout which does not involve a certain minimum of danger or responsibility does not improve the body -- it just wears it out."
--Norman Mailer,
American writer


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