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March 5, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Will Amazon and Google disrupt B2B e-commerce?
    Google's B2B buying channel Google Shopping for Suppliers is worth paying attention to, particularly following Amazon's similar foray into the space, AmazonSupply.com, Mary Morrison writes. "I think Google has now realized that B2B customers are also B2C consumers, and a great many of them use Google to do their searching," Forrester Research's Andy Hoar says. Though some observers believe only simple B2B transactions will be handled through the new channels, others think the entry of Amazon and Google could be more formidable. BtoB Magazine (3/4) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Ion Television's B2B campaign highlights key demos
    Ion Television is launching a B2B oriented print, online and out-of-home campaign using the "Positively Entertaining" tagline and sporting a new logo. The "IonThusiasts" campaign will emphasize the network's reach among key demographics. Viewers "make an appointment to watch this content live for several hours at a time, which is why 'IonThusiasts' is such an appropriate descriptor," says John Barker, chief idea officer at agency Barker DZP. TVNewsCheck (free registration) (3/4) LinkedInFacebookTwitterEmail this Story
  • Study: Marketers' use of technology is coming up short
    The thoroughly modern marketer should embrace "technology, digital channels and dynamic content" and support sales more than marketers did a decade ago, according to a BtoB survey sponsored by Eloqua. But most aren't making the grade, according to Nick Bell, Eloqua's vice president of corporate marketing. "Today's marketers are far from modern. They know they have to know technology, for example, but most aren't there. The majority thinks they're not measuring the right thing and even that what they are measuring isn't accurate," Bell says. BtoB Magazine (3/4) LinkedInFacebookTwitterEmail this Story
  • Microsoft vows to continue pushing "Scroogled" campaign
    Microsoft says it will continue its anti-Google "Scroogled" marketing campaign. Microsoft reports that the campaign inspired 3.5 million people to visit the Scroogled.com site and 115,000 to sign a petition complaining about Google's advertising practices related to its Gmail product. CNET (3/4) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Razorfish to adapt Adobe software for exclusive analytics
    Razorfish is partnering with Adobe to integrate its Fluent software with Adobe Marketing Cloud for an exclusive Publicis client offer that can be tailored to specific brand needs. Razorfish has designed e-commerce sites for Delta, Target and Uniqlo, among others. "This is less about tech and more about their expertise in helping leading brands market globally. They can implement these robust solutions on both Adobe's and Razorfish's behalf," says Adobe Senior Vice President of Digital Marketing Brad Rencher. Advertising Age (tiered subscription model) (3/4) LinkedInFacebookTwitterEmail this Story
  • Demandbase filter targets customers based on technology use
    Demandbase is debuting a "technology targeting" filter that allows marketers to target customers based on the technology they use. "One of the most important marketing insights realized in B2B over the years is that you are most likely to sell to companies with similar attributes to those companies that you have sold to in the past," says Greg Ott, Demandbase's chief marketing officer who adds the company is moving toward "custom first-party attributes" for even more specific targeting. CRM Buyer (3/4) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • Track key metrics to assess your innovation efforts
    Keep tabs on the success of your innovation efforts by tracking both leading indicators, which predict future events, and lagging indicators, which track prior performance, Robert Brands writes. "Innovation is meaningless without attaching measurable goals to an initiative," he writes. InnovationExcellence.com (3/3) LinkedInFacebookTwitterEmail this Story
  • Turn off the noise, Carlos Santana says
    Business leaders can tap into the power of their imagination, but they need to turn off the noise first, says music legend Carlos Santana. That means turning off electronics -- even your stereo -- and simply stopping to think and dream. "[Y]our imagination is like a muscle. If you take the time to just sit down and just close your eyes and imagine things, it's like a muscle you develop," Santana explains. Forbes (3/4) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Carolinas -- Event -- Heroes and underdogs: How content marketing levels the playing field
    This event will be held Wednesday, March 13, at Bonterra Wine & Dining Room, 1829 Cleveland Ave., in Charlotte, N.C. Marketing has changed significantly in the last few years. As the number and ways we can connect with customers continues to expand, so does our ability to listen, get feedback and respond. As a result, marketers need to create an effective strategy for this new environment and content marketing is proving to be the key. But content marketing is more than publishing white papers, posting, tweeting and pumping out YouTube videos. It requires a thoughtful approach that reflects the social nature of business today, and how to connect with customers in meaningful, relevant ways. Presenter Carla Johnson, principal of Type A Communications, will share the importance of tying content marketing to business objectives; why you need to create content with context; and how to create measurement with meaning. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

  SmartQuote 
Concentrate all your thoughts upon the work at hand. The sun's rays do not burn until brought to a focus."
--Alexander Graham Bell,
Scottish-born American inventor


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