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June 11, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Fortune 500 sites mostly reach out in English only
    Fortune 500 brands engaged in business-to-business unlikely were to translate online content into foreign languages, according to a One Hour Translation study. Of all brands, 48% were English-only, and the subset of B2B brands was 41%. The energy and utility sector was the least likely, with 83% of sites communicating in English only. BtoB Magazine (6/8) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Analysts talking to execs should simplify to clarify
    How should analysts communicate with executives? Among other strategies, they should avoid the "analysis paralysis" of 100% accuracy to balance absolute certitude and efficiency, writes Michele Kiss in part three of a series on the most undervalued analytics tools. Simplifying a presentation for busy executives, without dumbing it down, often means finding the correct way to express findings without jargon. MarketingProfs (6/8) LinkedInFacebookTwitterEmail this Story
  • Seeking hidden buyer motivations
    Business-to-business marketers should be paying attention to what personally motivates buyers, going beyond their typical reasons for purchasing, Michael Paradiso writes. Try the exercise of asking "why?" five times when approaching a marketing problem, diving down to the root causes of consideration and purchase intention, he suggests. BtoB Magazine (6/8) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Is your brand ready for Reveal Day?
    This Wednesday is "Reveal Day," on which Icann will announce which companies have applied for its new top-level domains. That could give marketers their first sense of whether the expanded TLD list is likely to help brands position themselves online, or whether it will simply provide cybersquatters and spammers with more ammunition. "We're talking about a 100-fold increase of domain names," said Josh Bourne of FairWinds Partners, which has applied for about 100 TLDs. "Icann has to get this right." Adweek (6/11) LinkedInFacebookTwitterEmail this Story
  • Microsoft rolls interactive VPAID ads across network
    Microsoft Advertising is availing itself of the Interactive Advertising Bureau's Video Player Ad-Interface Definition standard in ads running across its network, including MSNBC. Microsoft is one of eight companies, which include MediaMind, PointRoll, Mixpo, Adotube, Innovid, Vindico, and Tremo, certified to use VPAID for interactivity between ad units and rich media-capable video players. MarketingVOX (6/8) LinkedInFacebookTwitterEmail this Story
  • Why "programmatic premium" is the future of Web marketing
    Marketers are falling hard for "programmatic premium," an advertising model that uses programmatic targeting techniques but restricts itself to selling inventory on premium websites. That helps marketers who want to buy ads on brand-aligned sites to get the benefits of programmatic optimization, writes Mike Baker. "Programmatic premium has the potential to produce tremendous results for brands in virtually any industry ... [T]his is the future of marketing in the digital world," he argues. ClickZ (6/11) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Why bosses should be able to swallow their pride
    When you feel like you've been wronged, it's easy to disengage or reject the person who's affronted you, writes Frank Addante. Still, bosses should be able to take the high road and find ways to re-engage for the good of their company. "Especially in business, moving forward and achieving results is always going to be more important than being right," Addante writes. Inc. online (6/6)
  • Should CEOs also hold chairmanships?
    More companies are splitting their CEO and chairman positions, weakening the chief executive's stranglehold on company policy and oversight. "Naming a chairman without ties to their company's management gives board members a better chance of acting as an effective counterweight," writes Joann S. Lublin. The Wall Street Journal (6/6) 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 three Cs of B2B marketing automation
    Integrating marketing automation into your B2B marketing strategy can be a daunting task. While many Software as a Service (SaaS) providers are happy to help you get the technology up and running -- and even provide some helpful thought leadership along the way -- very few offer strategic insights into how marketing automation can help your business. A few guidelines to consider if you're thinking about implementing a marketing automation system for B2B demand generation and lead nurturing: commitment, content, collaboration. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Southern California -- Event -- IBM: Successful social applications and measurement practices
    This event will be held Thurs., June 21, from 6:15 p.m. to 9:00 p.m., at the Hyatt Regency Mission Bay in San Diego, with keynote speaker, Jacques Pavlenyi, Market Segment Manager, Messaging and Collaboration, IBM Corporation. "Many business-to-business marketers, while agreeing there are benefits to its application, are justifiably concerned about overload, poor measurement of results, and when 'social goes wrong.' In the often-more-conservative b-to-b world, such negatives can seem to outweigh the benefits. However, social business is uniquely positioned to be able to address top b2b CEO priorities," says Pavlenyi. Attendees to this event will understand how to better align social media marketing with key strategic initiatives; learn how to focus on the social metrics that matter; and see applicable examples of real b2b social media marketing benefits. Read more. LinkedInFacebookTwitterEmail this Story
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Most people never run far enough on their first wind to find out they've got a second."
--William James,
American psychologist and philosopher

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