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November 14, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • A B2B rebranding effort shouldn't be taken lightly
    Rebranding is a serious step requiring some soul searching because it goes to core of the company identity, Brianne Dawson writes. Consider the company's unique culture and values, which should translate in the new brand identity. Make sure the company has the time and money to do it right. And survey the field of industry competitors to ensure that the move suits the times, Dawson writes. Marketri (11/13) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Keyword optimization for B2B campaigns requires selectivity
    Consider the complexity of the business-to-business buying process when choosing content marketing or search engine optimization keywords, Naomi Ruth Ganhinhin writes. Essential steps include researching the keywords that your prospects use, excluding technical terms in lieu of more fruitful generic terms and using the Google Keyword Tool to determine the cost per keyword, Ganhinhin writes. (11/13) LinkedInFacebookTwitterEmail this Story
  • Algorithmic attribution brings data to everyone's table
    Marketing attribution is the best friend of the chief marketing officer working in the multitouch, multichannel world, Anto Chittilappilly writes. But old methodologies of assigning or apportioning credit for a sale at some point in the sales funnel are inadequate compared to algorithmic attribution, which "gathers and analyzes every attribute of each touchpoint experienced by all prospects across all channels to produce a customized model." Proper attribution can help CMOs forge relations with all their C-suite colleagues, including chief financial and chief revenue officers. MediaPost Communications/Metrics Insider blog (11/13) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Using social media can help turn influencers into advocates
    Marketers need to shift into a new mode of thinking about customers, where developing brand advocacy via social networks is an upfront goal, not just the added benefit of a sale, Standard Life's Craig Johnston says. His company used LinkedIn and Twitter at first for social listening, then to convert influencers into followers. (11/13) LinkedInFacebookTwitterEmail this Story
  • Mazree carves a unique space among enterprise social nets
    Mazree's enterprise social network aims at making communication between buyers and sellers better, Christina Farr writes. The network can be a useful tool for not only impressing customers with new products but simplifying supply-chain processes as well, she writes. New clients such as Intermountain Healthcare and its 5,000 suppliers will go a long way to establishing the value of Mazree. VentureBeat (11/13) LinkedInFacebookTwitterEmail this Story
  • Customers, not cash, are the key to innovation success
    The innovation race isn't won by companies with big R&D budgets and fancy development tools, but rather by firms that understand their customers and their own capabilities, write Barry Jaruzelski, John Loehr and Richard Holman. "Successful innovation doesn't require flashy new techniques like social networking, just the knowledge of what works and what doesn't, and the determination to stick to these principles," they argue. CNNMoney/Fortune (11/13) LinkedInFacebookTwitterEmail this Story
  • How to win over a skeptical audience
    Persuasion is a key skill for any leader, writes former Ogilvy & Mather CEO Charlotte Beers. It takes an ability to speak with passion, humility, humor and flashes of unexpected wit to win over a tough audience or persuade skeptical employees to follow your lead. "Speaking with passion born of your own authentic experience and belief is always persuasive," Beers writes. Fast Company online (11/8) LinkedInFacebookTwitterEmail this Story
  People on The Move 
  • Penny Baldwin is chief marketing officer at Intel's McAfee anti-virus software unit, coming to the company from Yahoo, where she was chief marketing officer and senior vice president of global brand strategy and marketing. American City Business Journals/San Jose, Calif. (11/13) LinkedInFacebookTwitterEmail this Story
  • James Lawton-Hill is new head of marketing at Brother, moving up from his role as a market-development manager. B2B Marketing (11/8) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Northern California -- Event -- Lessons From VMware: Marketing Transformation
    This event will be held Wednesday, Nov. 28, from 5:30 to 8 p.m., at EMC Santa Clara, 2831 Mission College Blvd., in Santa Clara, Calif., 95054. Kathi Kaplan, VP of Americas marketing at VMware, will present the challenges and solutions associated with developing integrated marketing plans based on a segmented sales force, which includes development of prospect databases and lead generation campaigns. Kathi has held marketing positions in both corporate marketing and field marketing, enabling her to fully appreciate the meaning of sales and marketing alignment. Attendees will learn how the leader in Virtualization is transforming their field marketing organization to accelerate sales results. Read more. LinkedInFacebookTwitterEmail this Story
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The best way to find out if you can trust somebody is to trust them."
--Ernest Hemingway,
American author and journalist

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