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January 3, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Intuit: Contest, training program proved social's value
    Intuit combined mobile training with a contest to create a successful social marketing campaign, according to this MarketingSherpa case study. The small business financial software company's Accounting Professionals Division launched a campaign on Facebook that keyed on the insight that accountants like social media for customer acquisition and increased awareness. "The week the contest launched, our reach just skyrocketed. ... What was a pleasant surprise was the intensity of the reach and how wide our audience got, the feedback we got, and how much our share-of-voice increased," Intuit's Adrian Parker said. MarketingSherpa (1/2) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • 9 marketing trends to incorporate into your planning
    B2B marketers aren't up to speed on mobile, but social media distribution of content is moving forward, according to this list of nine trends to watch by Amanda Batista. A greater working knowledge of the code behind HTML, CSS and Java, the comeback of direct mail, and the decline of pay-per-click spotlight the changes in direction marketers will have to stay on top of in 2013, she writes. Eloqua/It's All About Revenue blog (1/2) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • For Google's users, not sharing is no longer an option
    Google is taking a more aggressive approach to persuading people to use Google+, with users who sign up for tools such as Gmail, YouTube and Zagat automatically getting a public profile on the social network. That strategy helps Google gather information about users' online behavior, potentially opening the door to more lucrative ad targeting. The Wall Street Journal (1/2) LinkedInFacebookTwitterEmail this Story
  • Using Big Data to close the loop draws the Big Picture
    "Closing the loop" between marketing and sales will be the most powerful use of Big Data for lead generation, Thad Kahlow predicts. "[M]arketing campaigns are still interacting with people into the late stages of the buying process. Connect your data from lead to sale; and directly tie marketing activity to revenue," Kahlow writes. That will yield key insights on, for example, sales conversion rates, e-mail engagement, and the value of lead-nurturing, purchased affiliate leads and pay-per-click ads. ClickZ (1/2) LinkedInFacebookTwitterEmail this Story
  • How to make Steve Jobs proud in 2013
    Innovators should adopt Apple's 1997 "Think Different" ad as their mantra, writes Gijs van Wulfen. Aim to be a misfit, a rabble-rouser just crazy enough to rock the boat in your organization, Van Wulfen advises. "As innovator, be brave and be the change yourself," he writes. (Sweden) (1/2) LinkedInFacebookTwitterEmail this Story
  • Simple ways to step up your creativity
    It is possible to become a better innovator even if you aren't naturally a creative genius, Jeff Haden writes. For example, think of the worst-case scenario that could happen to your business, or give yourself five minutes to come up with a solution to a problem, he recommends. "Speed is also the mother of innovation," he writes. Inc. online (free registration)/Owners' Manual blog (12/27) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Overlooked opportunity: Building targeted awareness to create value
    B2B marketers often dismiss targeted awareness efforts in favor of content and direct marketing activities. While webinar and case study e-pushes demonstrate knowledge and results, awareness-building programs are often more successful in generating demand for products and services and ensuring your organization's place in your target audience's initial consideration set. Influencers and decision makers complete 60% of the purchase-decision process independently from sales people, according to the Corporate Executive Board. Read more. LinkedInFacebookTwitterEmail this Story
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Well done is better than well said."
--Benjamin Franklin,
American inventor and statesman

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