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December 3, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Norton Symantec spots exemplify the B2B holiday spirit
    Business-to-business marketers should take a cue from their B2C brethren and use the holiday season for sales instead of letting opportunities slip away, Ryan Neal writes. But the marketing approach should be different, with a softer sell, and the use of video and humor to raise visibility. Norton Symantec created funny examples last season, showing a host of holiday shoppers beset with worry, in contrast to the carefree security-product user, and a woman so frantically preparing dinner that she bakes the laptop she was using for recipes. B2C Marketing Insider (11/30) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Amazon's Redshift to compete with BitYota for SMB attention
    Two new Amazon-related Big Data services are competing against each other for small- to medium-sized businesses. Amazon's Redshift data warehouse is being used by giants Netflix and Flipboard but is expected to migrate down to smaller businesses after the public beta period. BitYota is built on Amazon's cloud infrastructure but will pitch SMBs as being easier to use, as the software-as-a-service provides the hardware and software management and backend components. Both companies aim to integrate buying behavior data into a feedback loop for campaign marketing. Advertising Age (tiered subscription model) (11/30) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Avoiding social media myths helps turn marketing into sales
    B2B marketers can sabotage their social media efforts by using them as an old-school platform for a marketing message instead of generating leads by solving problems, Jeff Molander writes. Resist the desire to tell your company's personal story or business culture in favor of a larger aim: Solving customer's unique problems. And don't use social media for listening without making that data actionable by tying it into sales strategy, Molander writes. eConsultancy.com (11/30) LinkedInFacebookTwitterEmail this Story
  • How to use, not abuse, Twitter for business communications
    Businesses using Twitter should think of it as a conversational medium, not one for one-way promotion, too much retweeting and for retweeting yourself out of misplaced pride, Ilana Bercovitz writes. Appreciating brand mentions appropriately, keeping hashtags to a minimum, and avoiding robot posts and generic questions are among the other tips offered in this article. Small Business Trends (11/30) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • Reconnection is a key element of networking
    You can immediately become a better networker by doing things like creating a monthly rotating file of people you need to reconnect with, writes Darrah Brustein, co-founder of Equitable Payments. "Reach out when you have an interesting article to share, want to see how they're doing, or ask about their latest trip, etc. Let people know you'll stay in touch every month or so, then do it!" she writes. Forbes/Young Entrepreneur Council (11/30) LinkedInFacebookTwitterEmail this Story
  Hot Topics 

Top five news stories selected by Business Marketing SmartBrief readers in the past week.

  • Results based on number of times each story was clicked by readers.
  Association News 
  • The best marketing channel might be hiding in plain sight
    Initially, social media was viewed as yet another medium for broadcasting information to an audience. Later, marketers realized that listening to customer conversations was even more powerful and, soon enough, customer service and product development departments began to use social media to listen and interact with their customers. The department with the most "social" personalities has been one of the last to embrace social media and social networking: sales. Most salespeople are still not very experienced at it but those who master "Social Selling" can become a powerful distribution channel. Salespeople can gain an "in" from the lack of distrust in corporate marketing messages. B2B buyers now are 60% of the way through the buying process before even engaging a salesperson. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA New York City -- Event -- Holiday Benefit
    This event will be held Thursday, Dec. 13, from 6 to 8 p.m. at The Union League Club of New York, 38 East 37th Street in New York City, N.Y. A portion of the proceeds from the event will be donated to Homes for the Homeless Summer Camps. Open bar, hors d'oeuvres, live music, raffles. Read more. LinkedInFacebookTwitterEmail this Story
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--Gladys Bronwyn Stern,
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