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December 19, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
 
  • Truvia consumer contest becomes a B2B bonanza
    Truvia's Facebook-orchestrated Turning the Town Truvia contest, where the brand asked fans to say where they'd like to see the sugar substitute, has garnered 35,000 leads and increased Facebook fandom 25%. The campaign has also had a practical business-to-business effect as well, convincing Hilton Atlanta, Hilton Boston Logan Airport, Biaggi's in Chicago and the Fireman Hospitality Group, among others, to adopt the brand. ClickZ (12/18) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Business pros, ITs say they focus on customer with Big Data
    Roughly half of global IT professionals and business professionals want to achieve "customer-centric" outcomes via their use of Big Data, far exceeding any other goals such as operational optimization, according to an IBM and Saïd Business School survey. eMarketer (12/19) LinkedInFacebookTwitterEmail this Story
  • Oracle's quarterly results are lifted by the cloud
    Oracle's cloud-based software offerings are expected to bring in $1 billion in revenue this year, exceeding analysts expectations, and promises to "become much bigger over time," co-President Mark Hurd says. Fiscal second-quarter sales also beat the street, with adjusted revenue hitting $9.11 billion. Bloomberg Businessweek (12/19) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • B2B execs lag behind B2C in caring about social reputation
    A combined 43% of U.S. B2B executives say they rarely or never consider their corporation's social media reputation before making a decision, according to a Zeno Group survey. That compares to a combined 30% of business-to-consumer brands. B2C corporations are also better prepared to handle an online crisis within 24 hours, by a 63% to 43% margin, executives said in the survey. MarketingProfs (12/18) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • Why you shouldn't watch the news
    You might feel more optimistic about your chances of making a difference if you avoid watching news broadcasts, which tend to have a heavy focus on the negative, Mike Maddock writes. "We need people who believe that they can change the world," he writes. "At age seven, I bet you thought you could change the world. ... You still can." Forbes (12/18) LinkedInFacebookTwitterEmail this Story
  • Where ThyssenKrupp went wrong
    German industrial giant ThyssenKrupp has a serious culture problem, says CEO Heinrich Hiesinger. "Until recently there has been an understanding of leadership in which old-boy networks and blind loyalty were often more important than the success of the company," he explains. "It is obvious that a great deal has gone wrong in the past." The Wall Street Journal (12/18) LinkedInFacebookTwitterEmail this Story
  People on The Move 
  • Blake Irving is CEO at GoDaddy.com, coming most recently from Microsoft, where he oversaw the development of the Windows Live platform. San Francisco Chronicle (12/11) LinkedInFacebookTwitterEmail this Story
  • Joe Schwartz is senior director of demand generation and direct marketing at Axcient, coming from Cisco, where he was senior director of marketing in the Collaboration Software Group. CRN.com (U.S.) (12/18) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Thought Leadership: How B2B marketers can cultivate relationships in-house
    As B2B marketers, we are often reminded about the importance of working collaboratively with our sales counterparts, ensuring that we execute against complementary goals and objectives for the benefit of our organizations as a whole. And while there is significant value to building positive relationships with sales, the mindset of nurturing relationships with colleagues outside of marketing shouldn't stop there. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Milwaukee -- Event -- Go With The Flow - Rebranding & Repositioning a Global Water Technology Leader
    This event will be held Thursday, Jan. 10, from 5 to 8:15 p.m. at the Hilton Garden Inn Milwaukee Downtown in the Historic Loyalty Building, 611 North Broadway, Milwaukee, Wis. How do you rebrand a global water technology company in 365 days or less? The devil is in the details. See the transformation of the ITT water technologies business units and product brands into the cohesive $4 billion water-technology leader Xylem. Get the inside view on how to motivate an organization and engage all levels of stakeholders to evolve around value proposition and become the market leader. Read more. LinkedInFacebookTwitterEmail this Story
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To be without some of the things you want is an indispensable part of happiness."
--Bertrand Russell,
British philosopher, mathematician and historian


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