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March 6, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Adobe hopes new Marketing Cloud interface boosts collaboration
    The new interface for Adobe Marketing Cloud is integral to the company's attempt to eliminate "organizational silos," Adobe's Brad Rencher says. The interface encourages collaboration by allowing single log-in interaction with Adobe's Analytics, Target, Social, Experience Manager and Media Optimizer, and the creation of data "cards" that can be passed among teams. "[T]he promise lies in how it allows teams using different Adobe products to work together -- they don't even all have to be at the same company," Anthony Ha writes. TechCrunch (3/5) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Study: Aligning marketing with IT pays off in revenue, ROI
    Companies that align their marketing and IT departments perform better in areas such as marketing return-on-investment and revenue growth, according to an Aberdeen Group study. "This shows that partnering with peers in IT helps marketers better analyze customer information and launch campaigns that deliver quantifiable results by addressing changing customer needs," says Aberdeen Group Research Analyst Omer Minkara. BtoB Magazine (3/5) LinkedInFacebookTwitterEmail this Story
  • Marketing exec: Without automation, you're "just guessing"
    Mind your content marketing strategy and target persona at every stage of a campaign when implementing complementary marketing automation, says John McTigue, executive vice president of Kuno Creative. "Automation is great, but simply contacting potential leads doesn't accomplish anything. Persuading people to do something through good content is everything," he writes, adding that without automation, marketers are "just guessing." Marketo/B2B Marketing and Sales blog (3/5) LinkedInFacebookTwitterEmail this Story
  • Don't stop optimizing these 6 key marketing tools
    Even the most harried marketer should make the effort to optimize six key marketing tools, writes Meghan Lockwood. Put your landing page to the "blink test" by seeing what it tells you in a few seconds. Test a one-sentence value proposition in house first, then try an A/B test with different versions in the outside world. For optimizing e-mail, start by cleaning and segmenting your list and don't ignore the fact that 80% of e-mail is now read via mobile devices and needs to scan properly there, Lockwood writes. Internet Marketing Blog (3/5) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Make a splash by using LinkedIn as your landing page
    SMBs should give serious thought to using LinkedIn as their brand's main landing page, and perhaps using Facebook as a secondary blogging platform, writes Deborah Shane. "LinkedIn is the professional playground for professional connections, so if you are serious about being taken seriously and meeting business decision makers, then LinkedIn is an amazing, turn-key ecosystem," she writes. Small Business Trends (3/5) LinkedInFacebookTwitterEmail this Story
  • debuts Business version of domain platform is adding a level above its Pro Bundle version with for Business, writes Frederic Lardinois. The $299-a-year service provides businesses with a domain, unlimited video and audio storage, and features such as live chat. TechCrunch (3/5) LinkedInFacebookTwitterEmail this Story
  • How Apple and Nike turn "secret" innovation into theater
    Companies such as Apple, Nike and Google run "secret" and highly secure innovation facilities that are, paradoxically, rather well-known and discussed. That's a sign that their obsession with secrecy is a kind of theater aimed at whetting consumers' appetites for the next big thing, writes Austin Carr. "It's easy to buy into it all -- to be so taken by the magic of seeing 'Access Granted' on a keypad that you are blind to the fact that there's nothing terribly magical about what's inside," Carr writes. Fast Company online (3/5) LinkedInFacebookTwitterEmail this Story
  • Your daily routine is full of potential networking events
    Outdoor cafes, waiting rooms and gas stations are great places to meet new people and practice your networking skills, Deborah Sweeney writes. "Instead of checking your Facebook feed while waiting at the pump, take the opportunity to chat with the person getting gas next to you," she writes. Forbes (3/5) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Chicago -- Event -- Disrupt to differentiate
    This luncheon will be held Thursday, March 7, from 11 a.m. to 1:30 p.m., at The Standard Club, 320 S. Plymouth Court, in Chicago. Accenture has always delivered results for its clients. But the company wanted to do more to communicate these client successes and ensure that its audience understood that "High performance. Delivered." was more than a just a tagline, it was what Accenture provided all of their clients day in and day out. Join Teresa Poggenpohl, senior managing director of global image for Accenture, as she explains how Accenture developed an approach that would differentiate itself from the competition, increase understanding of the company's breadth and depth of services, and be distinctively recognizable as Accenture. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA 2013 B2 Awards Competition -- Entries deadline nears
    Deadline for entries is March 13. The BMA B2 Awards recognize the people who, knowing the difference, refuse to take the easy way out. So where others honor style over results, you'll find the B2 Awards honoring the successful balancing of both. The B2 Awards recognize and honor business marketers for innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business strategy, new media strategy, and successful new product and service introductions. The B2 Awards also honor marketing activities targeting not just traditional customer and prospect audiences, but other key stakeholder audiences and demand drivers, including employees, sales forces, channel partners, government, consumers (as in B2C2B), NGOs and industry and financial analysts, among others. See more details and submit your best work now. LinkedInFacebookTwitterEmail this Story
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Every time you spend money, you're casting a vote for the kind of world you want."
--Anna Lappé,
American writer, speaker and activist

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