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December 13, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Facebook can feature the fun stuff for B2B brands
    Efforts from Hubspot, Cvent and Intel demonstrate the power of Facebook for business-to-business marketing, writes Ben Pickering. Hubspot has gained 350,000 fans of its marketing software and gathers leads through offers of content such as e-books. Meeting and event management company Cvent is practicing "fan-gating" -- granting access to content only to people who have "liked" the brand -- and running story-sharing contests it has cross-promoted with Twitter. Intel likes to speak directly to consumer end-users, and it uses games and witty blogs to attract both B2B and consumer fans. (12/12) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Pricing best practices start with not avoiding the topic
    Talk about pricing with your customers at the beginning of the cycle as an aspect of educating them, rather than avoiding the topic and leaving it to sales, writes Meghan Keaney Anderson. Pricing best practices include clear, simplified disclosures on websites, with the value proposition highlighted. Carefully explain pricing tiers and be prepared to answer follow-up questions -- remembering that if one person asks, many others are likely considering the same issue. Reassure the buyer with case studies and testimonials, and be sure to make price presentations easy to e-mail to other decision-makers. Internet Marketing Blog (12/12) LinkedInFacebookTwitterEmail this Story
  • Overcoming the fear of B2B video can make a story come alive
    B2B video is often underutilized by marketers who don't plan ahead, think of written content as faster and easier, and don't like how they look on camera. Marketers should get over their misgivings and make the case for video internally with good examples and real numbers, this article suggests. Start with a small blog video, and try asking your customers for ideas or even their own video submissions. (12/12) LinkedInFacebookTwitterEmail this Story
  • Most companies plan to spend more on e-mail, social media
    More than half of marketers plan to increase their e-mail and social media spending next year, according to a StrongMail survey. More than 4 in 10 plan to increase their overall spending, and about the same proportion say their mobile spend will increase. The biggest challenge for e-mail marketers is data integration, cited by 45.6% of those surveyed. BtoB Magazine (12/12) LinkedInFacebookTwitterEmail this Story
  • Other News
The Short Form Video Ad Experience: Finding Balance
Finding the right balance of content and ads is a vital part of the overall viewing experience. The FreeWheel Council for Premium Video explores the impact of different ad experiences on almost 3000 viewers using facial recognition technology. Download the Study Here
  Tech Edge 
  • Case study: Organize a content calendar to lift social media
    The B2B AT&T Developer Program got closer to developers by organizing a content calendar, according to this MarketingSherpa case study. "We implemented a monthly calendar to figure out [the content] and plan it properly so we could communicate it in the most effective way," said Senior Product Marketing Manager Andrea Morton. AT&T used the launch of a new API program to develop a social audience interested in technical data and expertise, not marketing messages. In the end, the program raised AT&T's Klout score from 45 to 61, and more than doubled Facebook fans and Twitter followers. MarketingSherpa (12/12) LinkedInFacebookTwitterEmail this Story
  • Microsoft: We won't backtrack on "Do Not Track"
    Microsoft is standing by its decision to turn on "Do Not Track" by default in Internet Explorer, despite getting significant ad-industry blowback, says general counsel Brad Smith. Microsoft will reach out to advertisers and industry groups in a bid to assuage their concerns, but won't be backtracking on its decision, Smith says. "We crossed the Rubicon and are completely comfortable being on the other side of the river. ... We have no intention of going back," he adds. Bloomberg Businessweek (12/13) LinkedInFacebookTwitterEmail this Story
  • Innovation tips from "The Princess Bride"? Inconceivable!
    The book and movie "The Princess Bride" came about because screenwriter William Goldman asked his two daughters what subject they'd like him to write about. One asked for a story about a princess, the other for a story about a bride -- and so Goldman was forced to find a way to shoehorn the two concepts together. That shows the power of "semantic intuition," in which people name solutions before actually coming up with them, Bryan Mattimore writes. Fast Company online (12/12) LinkedInFacebookTwitterEmail this Story
  • Recognizing the many faces of innovation
    There's more than one way to inspire innovation in a company, writes Gil Laroya. Focusing on services and processes rather than just on products and technologies, training employees in the innovation mind-set, and eliminating hierarchical reporting and group and team segregation are three ways to jump-start a program. "Innovation isn't just for Apple and Google anymore," Laroya writes. The Huffington Post/The Blog (12/12) LinkedInFacebookTwitterEmail this Story
  Association News 
  • When growth stalls, opportunity starts
    It's amazing how many people in the B2B C-suite underappreciate the power of marketing. In their minds, sales fills the pipeline, engineering and production make things happen, and finance collects the dough. Marketing? Well, marketing designs the brochures and schedules the trade shows. It's a formula that can work (to an extent) despite its flaws -- as long as times are good. But times haven't been so good lately, and there's no telling when they're going to get better. Many corporations don't know what to do other than work harder, price lower, and hang on tighter. That's discouraging, at best, and potentially highly destructive. It's also where a marketer who's paying attention can make a difference, bringing to the strategy table new knowledge that can be critical to turning things around. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Carolinas -- Event -- Driving growth through transparent branding
    This luncheon will be held Wednesday, Jan. 9, from 11:30 a.m. to 1 p.m. at Bonterra Wine & Dining Room, 1829 Cleveland Ave. in Charlotte, N.C. How do you keep a 122-year-old global manufacturing giant relevant and nimble in this demanding "always on" world? For a company renowned for no-holds-barred management and game-changing technologies for oil platforms and data centers, being understood and reflecting unvarnished values are proven keys to success and growth. In a discussion on how authenticity, complexity reduction and corporate integrity can drive organic growth, Emerson's Kathy Button Bell will trace the roots of her company's recent rebranding to its latest digital and social marketing campaigns. Read more. LinkedInFacebookTwitterEmail this Story
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