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January 21, 2013
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Can HP convince brands to pay for augmented reality?
    HP's Autonomy division hoped to get marketers hooked on augmented reality by offering its services for free -- for more than a year -- to large and small brands. With 15,000 or so campaigns under its belt, HP's AR team has built up an impressive library of case studies, but some marketers say that while they're happy to use free tools, they aren't yet ready to pay for augmented-reality campaigns. "If I had to pay, I wouldn't -- not right now," says Chad Labass, marketing manager for Freestyle Watches. Advertising Age (tiered subscription model) (1/18) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • B2B "transmedia" storytelling can be rooted in the real
    "'[T]ransmedia storytelling' holds much promise in helping B2B marketers think more deeply about how they connect their marketing and communications efforts," writes Sam Ford. The distinctions between B2C and B2B transmedia were pondered at a conference by the Transmedia Branding Research Group, which came out of the Annenberg Innovation Lab at the University of Southern California. Ford writes that B2B marketing can be more reliant upon real people, and can be set in a real-world context. The B2B world can create interest in the people behind the scenes, and emphasize expertise, not just the product benefits. Fast Company online (1/18) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Bing's features, service deserve a second look for PPC campaigns
    After years of also-ran status, Bing should now be strongly considered for a pay-per-click campaign, writes Heinz Marketing's Lindsey Johnson. The network captures 30% of online search, and skews older and majority female, versus the younger and majority-male Google demo. Also, it's a bargain compared with Google, sports flexible features such as 40-character headlines and gives access to live customer support to only $500-a-month advertisers. HeinzMarketing.com (1/18) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • 4 ways to "jam" your way to better innovation
    Innovation jamming, in which people from different fields are brought together to work on challenges, needs careful planning if it's to work, Alessandro Di Fiore writes. It's important to let people pick the problems they tackle, and to train them effectively before turning them loose. "[W]hen you get the process right jamming can be a great source of new ideas and its effectiveness grows exponentially the more you use it," Di Fiore writes. Harvard Business Review online/HBR Blog Network (1/18) LinkedInFacebookTwitterEmail this Story
  • How to lead without making decisions
    It's often best for bosses to avoid making some decisions, says Kon Leong, co-founder and CEO of ZL Technologies. Answer your workers' questions with questions, and encourage them to find the answers for themselves. "It can be very frustrating to my employees, but I'm trying to get others to scale up and learn," Leong explains. The New York Times (tiered subscription model) (1/19) 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 
  • BMA Phoenix -- Event -- Behind the Scenes at the 2013 Waste Management Open
    This event will be held on Wednesday, Jan. 30, from 1:30 to 3 p.m., at the Avent Tent at the 2013 Waste Management Open, TPC Scottsdale, 17020 N. Hayden Road, Scottsdale, Ariz. Sports marketing can certainly be fun and even glamorous, but can it truly make a difference in the world? For one company, it certainly has. Waste Management's Zero Waste Challenge returns in 2013 to the Waste Management Phoenix Open. The sustainability program continues to highlight the tournament as the "Greenest Show on Grass." The 2012 Waste Management Phoenix Open achieved the highest diversion rate of any major sporting event and was the first-ever major sporting event not to use trash receptacles. In the program's inaugural year, more than 97% of tournament waste was diverted from the landfill. The goal this year is 100%! Read more. LinkedInFacebookTwitterEmail this Story
  • Best Practices Q&A -- Slack: Annual BMA conference ready to "blaze" in Chicago
    Gary Slack spearheads planning for the 2013 International BMA Conference, which will take place May 29 to 31 in Chicago. The chairman and chief experience officer of Slack and Co. already has organized the annual conference four times, and the event has tripled in size during his tenure. "We expect more than 1,000 people this year," he says. "One of the reasons that our conference has grown to where it is today: About 90% of our speakers are corporate marketers. When you come to the BMA conference, you know that you're going to be listening to peers." Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
Give me six hours to chop down a tree and I will spend the first four sharpening the axe."
--Abraham Lincoln,
16th U.S. president


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