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February 26, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Opinion: The time is right to activate Google+ marketing efforts
    Marketers who made a commitment to Google+ but haven't invested in it should reconsider the social network, writes Glenn Gow, founder of Crimson. At 343 million active users, it has more reach than any net except Facebook, and the ability of brands to market intimately to potential customers is enhanced by Google Circles. Also, like it or not, Google is ranking posts on Google+ higher, improving organic search results. And in the long term, Google is adding an impressive social layer on all sorts of popular programs such as Gmail, Android and YouTube, Gow writes. (2/25) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • A checklist for making native ads perfectly acceptable
    Is so-called native advertising really deception to be excoriated as "bad revenue" or a legitimate variation on the advertorial? Perhaps only the "[a]dvertising mindset is the problem," writes Ardath Albee. "At least in B2B and in regards to the need for content to be a value add for the audience's experience." To raise the bar on what is acceptable native advertising, keep product or service mentions to just one, eliminate the sales pitch entirely, provide only relevant content, and make sure the content is "driven by customer experience" and ties into a macro strategy, Albee writes. Marketing Interactions Blog (2/25) LinkedInFacebookTwitterEmail this Story
  • CEO distrust of marketers is a sign to get real with data
    Should marketers be shocked by a MarketingWeek survey showing that 70% of CEOs have lost trust in marketers? "CEOs are waking up. They're seeing opportunity to align key performance indicators ... with clear marketing objectives," writes Brian Carroll. Two of three marketers are acting on Big Data to improve marketing performance, according to a MarketingSherpa survey, and now expect results beyond the amorphous "brand awareness" of old. "The old-school approach to marketing, with the fuzziness associated with measuring the brand impact of traditional media like television, is running its course," Carroll writes. B2B Lead Roundtable Blog (2/25) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • LinkedIn looks at increasing users' private sharing options
    LinkedIn is internally testing adding private-communication options to the site. The company has announced its interest in courting enterprises, and this new tool may help. "We're focused on creating value by helping [enterprises] transform the way they hire, market and sell," CEO Jeff Weiner said. "The core value proposition there is enabling companies to eliminate cold calls in favor of warm prospects." CNET (2/25) LinkedInFacebookTwitterEmail this Story
  • Innovation in the age of the "big-bang disrupter"
    Companies used to have enough warning to combat potentially disruptive products from upstarts, but that may no longer be true in some sectors. "Big-bang disruptions" can rock markets with little notice, as in the case of free navigation applications that are challenging GPS companies, write Larry Downes and Paul F. Nunes of the Accenture Institute for High Performance. They argue that companies must work to identify these disruptions early, slow them down where possible and embrace a diverse model that allows for easier pivoting to new sectors. Harvard Business Review (3/2013) LinkedInFacebookTwitterEmail this Story
  • Distinguishing innovation from inventions and initiatives
    Many companies get distracted by new initiatives and the drive to invent new products in the quest to innovate, but innovation is all about culture, writes Henry Doss of T2 Venture Capital. "Creating an innovation culture is about normative values, leadership, trust, diversity ... all those things which can cause eyes to glaze over," he writes. Forbes (2/25) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA New York City -- Ace Awards 2013 entries deadline nears
    Deadline for entries is next Thursday, March 7. The world's biggest brands are now prioritizing B2B, and practitioners are redefining the marketing art and science -- across disciplines and around the world. BMA NYC is introducing their Global ACE Awards, the first program to celebrate the best business marketing globally. Designed to be inspiring and instructive, Global ACE will be a standard-bearer for creative excellence in all its forms -- online, mobile, social, print, TV, experiential and integrated. More than recognition, Global ACE will provide a compass for the expanding territory. The 2013 B2B Global ACE Awards ceremony will take place April 30 at the Helen Mills Theater in New York City. Read more. LinkedInFacebookTwitterEmail this Story
  • On the air: PJA and an unconventional strategy
    PJA Advertising + Marketing released the final segment of its audio pilot program The Unconventionals last week, introducing listeners to the Rubber Tracks recording studio in Brooklyn. Converse, maker of the iconic Chuck Taylor All Star shoe brand, operates the studio and invites up-and-coming musicians to use it for free. The bill lands on the desk of Converse CMO Geoff Cottrill. Read more. LinkedInFacebookTwitterEmail this Story
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Shared joys make a friend, not shared sufferings."
--Friedrich Nietzsche,
German philosopher

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