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December 14, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Samsung, Apple fight for the hearts of enterprise CIOs
    Samsung and Apple are making noteworthy efforts to capture enterprise smartphone business after years of consumer success. Samsung Electronics customized the Galaxy S II for the medical platform Preventice, for example, and aims at being No. 1 in enterprise. But Apple's popularity has helped it grab the lead from Research in Motion, and the company's carefully controlled environment is appreciated by chief information officers. Still, Samsung's willingness to customize its products is a marked advantage and opportunity, Peter Burrows writes. Bloomberg Businessweek (12/13) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • New targeting tactics, direct mail's return top B2B trend list
    Direct mail's return to the B2B marketing mix and the ability to target and retarget prospects on the "atomic" level head this Heinz Marketing list of top trends for 2012. The adoption of telemarketing techniques for prospecting leads, mobile's rise in popularity beyond event-marketing and field work, and LinkedIn's surge past Facebook as a B2B social media platform also make the list of important trends. HeinzMarketing.com (12/13) LinkedInFacebookTwitterEmail this Story
  • The metrics marketers should avoid at all costs
    It's as important to understand what metrics not to track as those you should, writes Jon Miller. Avoid "vanity" metrics such as Facebook "likes" that only sound impressive. Focus on lead quality, not lead quantity, and on results, not simply on the amount of marketing activity. "[T]he worst kinds of metrics to use are 'cost metrics' because they frame [m]arketing as cost center. If you only talk about cost and budgets, then no doubt others will associate your activities with cost," Miller writes. Marketo/B2B Marketing and Sales blog (12/13) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Twitter offers advertisers more matching options
    Twitter is offering a new tool for matching its promoted tweets to search terms. Advertisers can buy promoted tweets against exact keyword matches, phrase matches or basic keyword matches, and they can use negative keywords for disambiguation. The matching option means Twitter will "use relevance signals about your promoted tweets and the trend itself to help increase your campaign's coverage automatically," according to a Twitter blog. CNET/Internet & Media blog (12/13) LinkedInFacebookTwitterEmail this Story
  • Adobe, HubSpot rank with consumer companies on LinkedIn
    Adobe, HubSpot, The IT Media Group and Magna Powertrain are among the B2B brands that rank highest among users of the LinkedIn social network. A slide show presentation by the company, which includes tips on getting a company page started, is embedded in this article. B2B Marketing (12/13) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • Have you got the stomach for serious innovation?
    Innovators always rock the boat, and it's essential that managers and innovators are aware of the disruption caused, writes David K. Waltz. That means giving creative types permission to cause problems, but also taking steps to avoid unnecessary organizational turmoil. "Those seeking to blaze new trails need to be careful they do not risk more than they are able to manage," Waltz writes. Treasury Cafe blog (12/10) LinkedInFacebookTwitterEmail this Story
  • Surf your way to better innovation
    Patagonia has an official "Let My People Go Surfing Time" policy, with team members encouraged to hit the beach whenever the waves are up. The quirky policy is in part an attempt to boost creativity, writes Fig co-founder Kevon Saber. "Patagonia's leaders believe many of the company's best ideas are formed outside the office; they also credit off-the-cuff outdoor sessions for many of Patagonia's best-selling products," he writes. Fast Company online (12/13) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Chicago -- Event -- The Power of Defensive Strategy
    This breakfast event will be held Tuesday, Dec. 18, from 8 to 9:45 a.m., at IIT Stuart GSB, 565 West Adams Street in Chicago. We live in a world of intense competition; companies face threats from all parts of the globe. The more profitable your business, the greater the chance you will soon encounter a new competitor. Join Kellogg professor Tim Calkins, author of the new book "Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks," for a look at the shadowy world of defensive strategy. He'll review why defense is so important, how to understand and evaluate competitive threats and how to develop an effective defense plan. He will also explore why companies so often fail to react when new competitors appear. This presentation is important for people running established businesses. It is also important for people launching new ventures; if you are planning to enter a new market you have to think through how the established players are likely to defend and how you can survive nonetheless. Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
The best preparation for tomorrow is to do today's work superbly well."
--William Osler,
Canadian physician


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