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August 24, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
 
  • Microsoft updates its 25-year-old logo with a cleaner look
    Microsoft has revamped its logo for the first time in 25 years in anticipation of big product launches, according to a company blog. The logo uses a square version of its colorful four-quad window pane and a new, unitalicized font. The new logo is already being displayed in some retail stores and should show up in TV spots soon, but the old logo is likely to lag in the market for a while, the company says. Los Angeles Times/Tech Now blog (tiered subscription model) (8/23), TechCrunch (8/23) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Huawei seeks a holding company to take it global, sources say
    Chinese telecom giant Huawei is hearing pitches from ad-agency holding companies as it seeks an agency to help it become a global brand, writes Anita Chang Beattie, citing unnamed industry sources. WPP, Omnicom Group, Dentsu and Interpublic Group are reportedly in the mix. It's the "... dream of every ad agency, [to be] the first to take a Chinese brand global," one Ad Age source in Shanghai said. Advertising Age (tiered subscription model) (8/23) LinkedInFacebookTwitterEmail this Story
  • Blueprints for building an inbound marketing architecture
    Inbound marketing architecture drives traffic to a point of convergence and conversion to increase sales and improve return on investment via lower costs. Five tactics can get B2B marketers there. Using hub architecture can coordinate search engine optimization, social media and content marketing. Keyword research can lift a company's crucial organic search rankings. Monitoring social media and sharing content are among the other tactics explained in this MarketingSherpa report. MarketingSherpa (8/23) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Get busy on LinkedIn to win new customers
    LinkedIn can be a more effective sales driver for small businesses than Facebook or Twitter, Lewis Howes writes. Running industry-specific groups or just contributing to the site's "Questions and Answers" section can be a great way to find new clients. "The key to using LinkedIn as a sales-generating tool is to always ask, "How can I add value?" With that mindset, you're on the right path to attracting new customers," Howes explains. Entrepreneur online (8/21) LinkedInFacebookTwitterEmail this Story
  • 3 ways B2B can adapt Facebook sponsored stories: Business-to-business firms need to choose the right sort of Facebook sponsored story to facilitate social sharing, Jon Myers writes. A domain version uses an HTML "like" button to create an advertisement for a business website. Page posting allows Facebook advertisers to turn just the favorable comments written on a virtual wall into endorsements. Finally, B2B with retail presence or a showroom can use check-ins to generate a story when a user divulges a visit, Myers writes. B2B Marketing (8/23) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • Executives must change risk-reward to overcome deadly "lock-in"
    The "lock-in effect" restricts potentially expansive and disruptive thinking to small, incremental change, Jeffrey Phillips writes. Most teams have the creative chops to overcome the deadly effect, but the possibility of steady earnings and profit growth pulls them back from real innovation. "[L]ock in has to be changed by executives who create a new storyline for the company, one based on growth and differentiation, rather than survival and 90 day increments," Phillips writes. Innovate on Purpose (8/23) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA board members featured in BtoB's Who's Who 2012
    This year's BtoB magazine "Who's Who in B-to-B" special report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry. The influential list includes eight BMA board of directors members. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Southern California -- Event -- Hayzlett: Essential business lessons to lead, drive change, and grow profits
    This lunch event will be held Sept. 27 from 11:30 a.m. to 1:30 p.m. PDT in Orange County, Calif. The most dangerous move in business is the failure to make a move at all. The history of business is filled with companies that are no more because their leaders refused to enact change when the writing was on the wall. Keynote speaker Jeffrey Hayzlett, former BMA chairman, author and CEO of The Hayzlett Group, will share how to develop a takeover mentality for your business; execute the right changes; and deal with any disruptions they might cause. Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
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--Thomas J. Watson,
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