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November 5, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • B2B marketers ignore mobile at their peril
    Considering the preference for mobile buying by business executives, the number of mobile keyword searches they conduct and the importance of mobile as a touchpoint, business-to-business marketers can no longer write off mobile as a B2C platform, Bryson Meunier writes. A Forbes study shows nearly 6 in 10 executives would rather make a purchase via mobile Web than telephone, and they make about seven mobile Web searches a day. Even if it's not the converting platform, it still figures prominently in the sales funnel, Meunier writes. Marketing Land (11/1) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Social media platforms permit drilling down to the company
    B2B marketers should consider targeting specific businesses and company names, Paul Mosenson writes in the final installment of his series on banner advertising. Your company could offer a complementary solution to a particular company's problem, targeting specifically and using ad dollars efficiently. Social media platforms such as LinkedIn and Facebook, which allows for workplace targeting, can make it easy. B2C Marketing Insider (11/4) LinkedInFacebookTwitterEmail this Story
  • Search marketing is getting complicated, studies show
    Life is getting harder for search marketers, with tried-and-tested SEO tactics no longer enough to make their brands stand out. A Forrester report found two-thirds of marketers now feel the need to integrate social media and other outreach efforts into their search strategies, while more than half say they're struggling to stay abreast of algorithm changes and other technological shifts. (11/2) LinkedInFacebookTwitterEmail this Story
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  Tech Edge 
  • Enhance your content marketing with SlideShare
    Search engines such as Google are taking notice of SlideShare, which can be a valuable platform for content marketing, Naomi Ruth Ganhinhin writes. There aren't any strict dos and don'ts when it comes to developing content for SlideShare, and you might choose to share presentations that you have developed for clients, she writes. "Another great idea for SlideShare content is to address a common problem in the industry or problems your customers usually face." (10/31) LinkedInFacebookTwitterEmail this Story
  • How to boost your LinkedIn presence
    One way to improve your LinkedIn presence is to post a steady stream of relevant links and information on your profile, experts say. Few LinkedIn users spend time curating their LinkedIn activity, so if you do it, you'll "automatically stand out," says Tony Deblauwe, founder of HR4Change. InformationWeek/The BrainYard blog (11/2) LinkedInFacebookTwitterEmail this Story
  • Other News
  • How Infor stays innovative
    Infor has 70,000 customers and 13,000 employees, but CEO Charles Phillips views his job as leading a massive startup. That means hiring creative and engineering staff at a rapid pace and investing heavily in product development. "Now, we can be disruptive and fix the problems of enterprise software we've known about for decades. ... We are free to innovate," Phillips says. Fast Company online (11/1) LinkedInFacebookTwitterEmail this Story
  • Survivalists offer a new model for innovation
    In rural Missouri, a group of unwashed survivalists are developing machinery they say would allow them to rebuild civilization in the event of a cataclysmic disaster. Their toolkit could also have broader implications, says group leader Marcin Jakubowski, by making it easier for noncorporate innovators to develop technologies on their own terms. "That is the model for the next economy. By open-sourcing the entire production system, you can increase innovation by a hundredfold," he says. Bloomberg Businessweek (11/1) 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 Kansas City -- Event -- Marketing Transformation in the Age of the Empowered Customer
    This lunch and learn event will be held Nov. 27 from 11:15 a.m. to 1 p.m. CST in Kansas City, Mo. Today's consumer is evolving based on the enormous amounts of digital data available. It's essential that marketers understand the expectations of the Empowered Customer and the implications on their marketing strategies to effectively reach the Empowered Customer in the most relevant way. Christine Jacobs, director, IBM NA Demand Programs and digital marketing expert, will share her explorations over the past several years transforming digital marketing and provides a sneak peek at what's next on the horizon. Read more. LinkedInFacebookTwitterEmail this Story
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Whoever is winning at the moment will always seem to be invincible."
--George Orwell,
British novelist and journalist

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