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November 1, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • SAP's CMO on leveraging technology for marketing ROI
    SAP Chief Marketing Officer Jonathan Becher says the company has been marketing its HANA database product as a "transformative" tool, with ads that appeal to CEOs, chief marketing officers and chief information officers. The company has transformed with the times, he says, creating a business information officer position within marketing. "I want to run marketing like a business, understanding the ROI on everything we do. ... This role is essentially a bridge between marketing and the CIO, and the role is to understand how technology can be generalized across all of marketing and SAP as a whole," Becher says. BtoB Magazine (10/31) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Zombie-themed event marketing came alive for Stonesoft
    Stonesoft's zombie-themed event marketing at a Black Hat Briefings conference demonstrates how creative thinking can make a campaign stand out, according to this MarketingSherpa case study. The company worked with Arketi to tie the event to other marketing components, created a video for social media distribution and surrounded the effort with an e-mail campaign. The marketing yielded 384 unique leads and 400 unique contacts during the event, and $1.2 million in revenue. MarketingSherpa (10/31) LinkedInFacebookTwitterEmail this Story
  • Halloween-themed B2B marketing can be scarily unexceptional: Despite the success of consumer-oriented campaigns, business-to-business marketers should carefully consider whether they should tie communications to Halloween, Kathryn Cave writes. Though some experts make a case for them such campaigns can be more irritating than amusing, particularly when they are window dressing for unexceptional pieces of content. "Overall, I just wonder if it has all gone a bit too far. Is this event-inspired theming getting a bit excessive?" she asks. B2B Marketing (10/31) LinkedInFacebookTwitterEmail this Story
  • Mix things up to re-engage an unresponsive database
    An unopened e-mail is not necessarily a disaster as the customer is likely being reminded of the company at any rate, Maria Pergolino writes. But keeping that database engaged by getting and holding attention is still vital. Consider mixing up the timing of e-mail sends, resegmenting the database to increase the relevancy of messages and even changing the offer or the subject line, Pergolino writes. Marketo/B2B Marketing and Sales blog (10/31) LinkedInFacebookTwitterEmail this Story
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  Tech Edge 
  • Using LinkedIn for PPC is a good alternative to Google
    Consider LinkedIn as an alternative to increasingly expensive Google pay-per-click ads, Dan Slagen writes. As a relatively new ad venue, LinkedIn PPC is more likely to be seen, marketers can narrowly target particular business segments and titles, and your inbound reach is extended beyond Google, where organic search competes with PPC. Also, Poll, Group, Social and Video ad units give marketers interesting choices on LinkedIn, Slagen writes. Internet Marketing Blog (10/31) LinkedInFacebookTwitterEmail this Story
  • Get great innovation out of a disaster
    Disasters provide businesses with an opportunity to innovate and move forward stronger than ever before, Nadia Goodman writes. To accomplish this, you'll need to carefully evaluate the causes of the problem and pay attention to how your employees respond to it. "As you get back to business as usual, give your employees opportunities to utilize or develop the strengths you saw in the crisis," she advises. Entrepreneur online/The Daily Dose blog (10/30) LinkedInFacebookTwitterEmail this Story
  • Crisis-management tips from Mayor Mike
    New York City Mayor Michael Bloomberg offered a master class in crisis management this week as superstorm Sandy hit the Big Apple, writes Scott Eblin. Bloomberg projected quiet confidence, was highly visible and was utterly consistent in his message. However, Bloomberg's pre-storm messaging, which at times downplayed the threat to New Yorkers, did come in for criticism. Level Blog (10/30), Gothamist (New York) (10/28) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Can you afford not to pretest your communications?
    Take a moment and ask yourself: What's the cost to your company if you don't research your communications prior to development? Can you really afford to print those materials, launch your website, invest in the production of your advertising and, in turn, invest thousands of dollars in media while not really knowing if your messages will motivate, persuade, build awareness, change buying behaviors or meet any other goal you have set? Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Colorado -- Event -- B2BSeen Auction, Party and Comedian Stand Off
    This special event will be held Nov. 15 from 6 p.m. to 10 p.m. MST at The Soiled Dove Underground, 7401 E. First Ave. in Denver. You'll laugh the night away with our outrageously funny comedian showdown. Local comedians will try to win your votes for cash prizes donated to the nonprofit of their choice. Plus, you'll enjoy bidding on terrific auction items and networking with your peers, all while eating delicious heavy hors d'oeuvres and drinking tasty cocktails. Read more. LinkedInFacebookTwitterEmail this Story
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Nature does not equally distribute energy. Some people are born old and tired while others are going strong at 70."
--Dorothy Thompson,
American journalist and radio broadcaster

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