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December 5, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Dell forms group to turn in-house social listening into a service
    Dell is preparing to sell social media consultancy services, putting it up against digital agencies, enterprise-oriented businesses such as Salesforce, and potentially its own agency, WPP's Team Dell. Chief Marketing Officer Karen Quintos says the new group extends from Dell's own social efforts, including a social "listening" center, and aligns with a shift to service offerings. "They want to reposition themselves away from being the PC-based hardware provider into a more strategic business services provider," says Forrester analyst Peter O'Neill. Advertising Age (tiered subscription model) (12/4) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • AOL cuts CMO to emphasize marketing of individual titles
    AOL has eliminated the chief marketing officer position only five months after hiring Jolie Hunt. CEO Tim Armstrong says the move is an effort to emphasize the marketing of individual properties under the AOL banner such as The Huffington Post and the Advertising.com Group. "When we kicked off the planning in September, [we realized] we were spending more marketing than we were getting credit for from an AOL brand perspective," Armstrong said. Advertising Age (tiered subscription model) (12/3) LinkedInFacebookTwitterEmail this Story
  • CMOs need C-suite buy-in for unmeasurable initiatives
    Business-to-business chief marketers realize that not everything they do is worth measuring, but they still have to prove themselves to nonmarketing executives, Patrick Spenner writes. "Marketing automation systems and even more track-able digital touch points promise greater than ever before visibility into your demand generation pipeline. However, if you go down the automation path without getting c-suite agreement on how marketing creates value, you're still going to lose sleep (or your job)," he warns. Forbes (12/4) LinkedInFacebookTwitterEmail this Story
  • 8 ways to increase your "selective attraction" to prospects
    To reach a point of "planned serendipity," when prospects are most receptive to your message, it requires the right combination of eight elements, Tech Image President Mike Nikolich writes. They include targeted public relations and third-party endorsements, paid and organic search and social media efforts, and thought leadership, among others. "Though you can't predict when a prospect may need your products and services, you can stack the odds in your favor," Nikolich writes. MarketingProfs (12/4) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Turning Twitter into an engine of lead generation
    Twitter can be an effective tool for lead generation, Jason Miller writes. Use promoted tweets within timelines for timely engagement in conjunction with a gated response page. Running search tweets can yield click-thru rates of 17% or more, depending on the content and the timing, which is best during industry events. Apply the 80-20 rule to limit your self-promotion, and concentrate on conversational reciprocity. Tracking results is easy on Twitter, and essential to keep engaging customers and prospects, Miller writes. Marketo/B2B Marketing and Sales blog (12/4) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • Innovation is going global
    Innovation is increasingly a global force, and companies need to build global information networks and innovation partnerships, appoint managers with international worldviews, and develop systems for managing global projects, argue Yves Doz and Keeley Wilson in this book excerpt. "Companies that don't embrace this change and the opportunities it affords will find the twenty-first century a difficult place in which to compete," Doz and Wilson write. Fast Company online (12/3) LinkedInFacebookTwitterEmail this Story
  People on The Move 
  • Denise Grey is chief marketing officer at project visualization software maker Bandit Software, which makes LeanKit. American City Business Journals (12/4) LinkedInFacebookTwitterEmail this Story
  Association News 
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  SmartQuote 
The forceps of our minds are clumsy things and crush the truth a little in the course of taking hold of it."
--H.G. Wells,
British author


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