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March 12, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Most CMOs ignore their marketing budget's ROI
    Fifty-seven percent of chief marketing officers aren't using return-on-investment metrics when establishing their budgets, says a Columbia Business School and American Marketing Association study. Industry analysts connect the study's finding to an overall lack of confidence in brand valuation and measuring marketing effectiveness. Advertising Age (tiered subscription model) (3/12) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Moving beyond the single-buyer model
    The single-buyer model might be ready for the ash-bin of history, writes Tony Zambito. Focusing on the single buyer risks being excluded from a complex ecosystem that uses social tools and other technologies to share purchasing info. Deep knowledge of the kinds of people involved in your sales, along with predictive modeling, can help companies take advantage of the growing number of opportunities they face to affect a sale. "We are confronted with a world where buyers no longer act independent of others in decision-making ... The imperative for senior B2B executives is to adapt to change and make the tough decisions that come with change," Zambito writes. iMedia Connection (3/9) LinkedInFacebookTwitterEmail this Story
  • B2B personalization campaigns start with clean data
    Personalization techniques more common to business-to-consumer can be successfully adapted to business-to-business, writes Mary Ann Kleinfelter. Making sure your e-mail list is up-to-date and accurate, use deeper database info than just a personal name substitution, and start slowly, doing something as simple as helping potential customers find pages on your site with a personalized landing page. Multichannel Merchant (3/8) LinkedInFacebookTwitterEmail this Story
  • 7 tricks to writing funnier ads
    A little humor can go a long way in building a brand -- and it's a tactic even smaller companies can take, writes Anna Sawyer. Incorporating absurdist humor, timely jokes, and the polar opposites of ridiculous enthusiasm and self-deprecation can win attention and distinguish the voice of your brand. MarketingProfs (3/9) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Marketing remains the best department for an in-house SEO
    It's not obvious where a search-engine optimization specialist should be placed within a modern corporate structure, writes Bob Tripathi. However, embedding SEO in marketing still makes more sense than placing them in IT or communications, as the emphasis should be on a holistic incorporation of SEO principles and project efficiency. "SEO is a critical component of driving business growth mainly through customer acquisition and as a result marketing is the place for [SEOs]" he writes. (3/9) LinkedInFacebookTwitterEmail this Story
  • Silverpop adds bells and whistles to PlacePunch
    Silverpop is running sweepstakes and improving loyalty programs for its recently acquired PlacePunch location-based marketing service. When customers check in using Foursquare, for example, they can be entered into contests automatically. BtoB Magazine (3/9) LinkedInFacebookTwitterEmail this Story
  • The best leaders never stop learning
    Bosses must broaden their minds in order to lead their workers successfully, writes Samuel G. Bonasso. Instead of simply sticking to what you know, actively seek new perspectives and new ways of thinking about problems and organizational processes. "Inquire. You'll be amazed at what you find," Bonasso writes. SmartBrief/SmartBlog on Leadership (3/7)
  • How to turn employees into true believers
    Leaders must focus on changing their workers' actions, thoughts or belief systems, Red Hat President Jim Whitehurst says. It's almost always better to focus on turning your workers into true believers, Whitehurst explains, since they'll automatically also start thinking and acting correctly. "If people really fundamentally believe what you want them to believe, they will walk through walls. They will do anything," he says. The New York Times (tiered subscription model) (3/10) LinkedInFacebookTwitterEmail this Story
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Top five news stories selected by Business Marketing SmartBrief readers in the past week.

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  Association News 
  • Best practices Q&A -- Sherman: Turning marketing departments into 'social businesses'
    Doremus Network Analysis is a new platform that allows B2B ad agency Doremus to draw databased insights from the multitude of social channels online. Howard Sherman, worldwide president of Doremus and a member of the BMA national board, spoke with BMA Buzz about the program, as well as the opportunity he sees for B2B marketers to turn their companies into "social businesses." Read more. LinkedInFacebookTwitterEmail this Story
  • BMA New Jersey -- Event -- Impacting the Pharma Buying Cycle
    This event will be held Mar. 13, from 5:30 p.m. to 8:30 p.m., at Hamilton Park Hotel & Conference Center. Because pharmaceutical marketing relies on targeting both consumers and medical professionals, these campaigns cross the boundaries between B2B and B2C for a truly integrated marketing strategy. Through case studies, Haya F. Taitel, marketing director, CORDIS, a Johnson & Johnson company, will share how she identifies and integrates multiple elements into a successful product launch addressing various buying levers within the buying cycle, increasing significant product penetration and market differentiation. Read more. LinkedInFacebookTwitterEmail this Story
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