Peers, social media influence advanced IT purchases, report shows | ROI is a limited metric for marketers, UCLA professor says | Clean and simple website user experiences mean happy customers
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July 10, 2013
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Why you need to be fearless when creating B2B content
Innovative content marketing offerings generate positive business-to-business interactions and customer engagement but only comes after companies get over their fears of risk taking, Louis Foong writes. Marketers, especially those in the B2B space, need to "carry the torch" for content innovation, ask the right questions and find the right answers for their customers. (7/3)
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Eye on Marketing
Peers, social media influence advanced IT purchases, report shows
Almost two-thirds of those who purchase complex IT systems say they are influenced by discussions with colleagues and peers, according to a Mindwave Research report. The survey also found 70% of IT purchasers read social media posts and updates about technology, and 82% are looking at related content on their mobile devices. BtoB Magazine (7/9)
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ROI is a limited metric for marketers, UCLA professor says
Many marketers misuse the term return on investment and the accounting behind it, making ROI an inaccurate way to measure a campaign's effectiveness, according to Dominique Hanssens, co-founder of MarketShare and a professor of marketing at UCLA. Common mistakes include not knowing that maximum ROI does not necessarily mean making the most profit and comparing the ROI of different media campaigns even though the spending levels don't line up. Forbes (7/9)
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Clean and simple website user experiences mean happy customers
Visitors to company websites want a basic introduction to products and services, and will be turned off if there are too many choices or menus, according to user experience designer Jordan DeVries. Users want to see clear examples of how a company can address their problems and won't stick around if there is irrelevant information or new product announcements that don't meet their needs, DeVries adds. (7/9)
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Tech Edge
B2B lessons from making a B2C app
Imaging technologist company ArcSoft developed a consumer-facing application to help build its brand's presence among individual users that already relied on its technology without knowing it. ArcSoft learned lessons from this effort for consumer and business-to-business approaches, including a need to "redefine" marketing strategies around quick interactions and decisions through simple user experiences, and reaching out to all consumers on social and mobile platforms. VentureBeat (7/9)
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6 ways to overcome your creative blocks
Realizing your creative potential begins with not worrying so much about failure, writes Amber Rae. First drafts and prototypes are often awful, but creative success lies in refining and perfecting initial attempts. "The sooner you can embrace imperfection, the sooner you will fail, and fail a second time, maybe even fail a third time, and then, finally, reach your goal," Rae writes. Fast Company online (7/9)
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The inspiration of Nelson Mandela's strategic genius
Nelson Mandela has been as much about strategy as about charisma, writes Paul J.H. Schoemaker. Some of Mandela's key decisions, such as his refusal to leave prison without an unconditional pardon, revealed an acute understanding of the broader context within which his decisions would be read. "What Mandela offers aspiring strategic leaders is a living example of how complex societal forces, uncompromising values and key moments of decision can be woven together ... into a compelling vision that can transform a political party, a nation and even the world," Schoemaker writes. Knowledge@Wharton (7/9)
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Association News
BMA New York City Chapter -- Event -- 5th Annual Golf Classic
This event will be held Monday, July 15, 10:30 a.m. to 5:30 p.m., at Wykagyl Country Club, 1195 North Avenue, in New Rochelle, N.Y. The day will start with lunch, then proceed with 18 holes on the legendary Wykagyl Country Club, which will lead to a championship shootout. The day concludes with cocktails and hors d'oeuvres on the 9th hole terrace as awards and prizes are presented. Ten percent of the net proceeds will benefit Make-A-Wish Foundation of Metro New York. Read more.
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Board of Directors announced for 2013-14
BMA recently announced its new Board of Directors. The National Board is made up of 11 officers and 18 directors. Kathy Button Bell, vice president and chief marketing officer at Emerson, was named BMA Chair for 2013/2014. Stephen Liguori, executive director of global innovation and new models at General Electric, will serve as BMA Vice Chair. Read more.
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