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November 20, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Survey: As content marketing increases, so do the challenges
    According to a Curata report, 87% of B2B marketers use content marketing -- up from 82% in 2011 -- and it leads all other tactics. But only 43% of respondents felt their content curation efforts had been successful by their own standards of measure. Creating original content and finding time to do it were by far the most prominent challenges cited by marketers. eMarketer (11/20) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • IBM survey: Middle managers are daunted by social data
    Middle managers in corporations are having difficulty integrating social media into their daily business, according to an IBM survey. Only 22% of managers feel prepared to put social media tools to work despite nearly half of companies saying they're investing even more into social practices and technology. "Executive leadership must guide middle management on the value of being a social business and build company-wide support for the use of social practices across organizational functions," Kevin Custis of IBM Global Business Services says. BtoB Magazine (11/19) LinkedInFacebookTwitterEmail this Story
  • Orienting marketing toward data-driven analytics
    Chief marketing officers assigning an analyst to the task of sifting through the department's metrics should be looking for someone who can proficiently "absorb, visualize and articulate large amounts of data and complex concepts," then apply good business judgment, Jon Miller writes. Creating a culture of analytics means turning away from soft metrics and intuition, and toward cold, hard data, but leaning the bias toward insight instead of the data itself. Marketo/B2B Marketing and Sales blog (11/19) LinkedInFacebookTwitterEmail this Story
  • Intel CEO will step down ahead of schedule
    Intel CEO Paul Otellini announced that he plans to retire in May, surprising industry-watchers who'd expected him to stay in the corner office for three more years. His replacement will inherit a healthy company but will also need to oversee a transition into the mobile sector, analysts say. "Intel's new CEO has one task and one task only. Succeed in mobile," says Evercore analyst Patrick Wang. Bloomberg Businessweek (11/19), The Wall Street Journal (11/19) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Facebook's ROI tracking works around third-party measurement
    Marketers should be excited by Facebook's new tool for tracking users' post-click actions, Amanda Sibley writes. Advertisers insert a code in ads and Facebook reports back on how many conversions the ad reaped when the user lands on a corresponding page, allowing the advertiser to retarget them. The ROI tool will allow marketers using Facebook to rely less on third-party measurement of their campaigns' effectiveness. HubSpot.com/Inbound Internet Marketing Blog (11/19) LinkedInFacebookTwitterEmail this Story
  • Other News
  Innovation 
  • What will people say about you when you're gone?
    To lead well, it's worth taking a moment to think about the mark you're leaving on those around you, notes John Baldoni. Try drafting your own eulogy, and reflecting on whether you could be doing more to make a positive difference. "Too often we are overwhelmed by the minutiae of the day, and it is hard to take a step back and gain perspective," Baldoni writes. SmartBrief/SmartBlog on Leadership (11/16) LinkedInFacebookTwitterEmail this Story
 
  • Convince key decision-makers to support your ideas
    To sell your idea, you need to tie it to a company's "Critical Success Factors," which are things that keep a company in business, Eric Slife of SalesGravy.com says. In a down economy, decision-makers are only interested in talking to those who can help them solve an immediate problem, he says. The Fast Track (11/19) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Win with B2B customers by delivering differential value
    Amazing things happen when an organization thinks first about how it can help its customers grow their profits. The days of defining winning based solely on your own P&L are over. Today's leading B2B companies are focused on making more money for their customers -- and doing it better than the competition -- while also getting their fair share in return. This redefines what it means to truly win with customers. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Chicago -- Event -- November member dinner
    This event will be held Wednesday, Nov. 28, from 5:30 to 8 p.m. at Backyard BBQ Store, 1147 Greenleaf Avenue Wilmette, Chicago. Don't miss out on this month's member dinner at the Backyard Barbeque Store in Wilmette, where you can grill up a delicious meal while getting to know your fellow BMA members a little better. This dinner will be hosted by Linda McGovern, our board president and director of marketing at USG; George Rafeedie, membership chair and founder of Tell Your Story Brand Communications, and Marla Schrager, our executive director. This dinner is limited to 30 guests. Read more. LinkedInFacebookTwitterEmail this Story
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  SmartQuote 
A good man with a good conscience doesn't walk so fast."
--Georg Büchner,
German writer


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