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November 2, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • How 5 top B2B content marketers creatively use media
    A sleek look and soup-to-nuts approach to the property business makes Kinleigh Folkard & Hayward's Completely London magazine and blog stand out as a purveyor of content, Juliet Stott writes. Velocity Partners' "B2B Marketing Manifesto" e-book, Ted Talks videos, IBM's City One urban planning game and ShipServ's stop-motion animation video exemplify the creative use of media for content marketing. (11/1) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Cross-channel marketers say managing execution is most difficult
    More than 1 in 3 marketers say managing execution across multiple technologies is the hardest part of running a cross-channel campaign, according to a Forrester Consulting study for ExactTarget. Understanding customer interactions across channels and controlling budgets when projects were reliant upon IT collaboration were second and third on the list. Also, more than half of the respondents said cross-channel analytics came up short of expectations. BtoB Magazine (11/1) LinkedInFacebookTwitterEmail this Story
  • 6 points to ponder when using video tactics
    Marketers using video tactics should consider whether the outlet is social and permits commenting and discussion threads to ensue, Jeff Fissel writes. Embedding only relevant links will allow the viewer to dive deeper, and adding quiz question and polls can spark engagement. Play off industry news and events to position the company as a thought leader, and extend the use of the video by creatively repurposing it, Fissel writes. MarketingProfs (11/1) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • SAP software aims at breaking down social silos
    SAP has released two B2B social products, Jam and Social OnDemand. Jam allows employees to add social elements to their apps, creating a more unified company environment. Social OnDemand is for marketers' customer outreach. "Deploying social software in a silo isn't enough. Social software needs to be pervasive across our business applications and our devices," says Sameer Patel, SAP's global vice president and general manager of social software solutions. (11/1), BtoB Magazine (11/1) LinkedInFacebookTwitterEmail this Story
  • Change is the only constant in the social marketing world
    Content marketers should know that keyword stuffing to game the Google rankings system and overdoing guest posts are tactics of the past, David Woodrow writes. Facebook is developing its own search mechanism to include friends, interests, engagement and other factors, and might deploy a game-changing "want" button. Marketers will have to constantly adapt to such changes to stay relevant. Social Media Today (11/1) LinkedInFacebookTwitterEmail this Story
  • Other News
  Association News 
  • Online video that caters to each stage of the sales funnel
    B2B marketers often produce online video programming that comes off like a novel, in which people view a video once (maybe twice) and cast it aside, according to Jon DiGregory, founder of Web video marketing company Cantaloupe TV. To make more of a lasting impression on customers and prospects, Cantaloupe deploys a magazine model that enables marketers to create regular series of online videos targeting different stages of the purchasing process. Read more. LinkedInFacebookTwitterEmail this Story
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  On Leadership 

Top five news stories from SmartBrief on Leadership this week. Want more leadership news?

Thinking is the enemy of creativity. It's self-conscious, and anything self-conscious is lousy. You can't try to do things. You simply must do things."
--Ray Bradbury,
American writer

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