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January 17, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • Pitney Bowes marketer David Newberry: Keep it simple
    Pitney Bowes faltered as offices transitioned to a digital world, but the company has managed to create B2B products that give it a bright future, Cielo Lutino writes. For example, Facebook is using its Enterprise Geocoding Module for geo-targeting, and it now counts Google, Experian and Axciom among its partners. "Having set roles and defined goals at the start of the year no longer works. Small project teams that are provided full accountability for outcomes and then can identify and define how they'll deliver is the key to success," Group Marketing Officer David Newberry says. "The single premise is that marketers have to keep it simple." (1/16) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Boost engagement by setting webinars to the "rhythm of business"
    Structuring its webinars with the right content at the right time of day yielded a 42% average attendance rate and a 60% open rate on follow-up e-mails for Dataversity, according to this MarketingSherpa case study. The company distinguished its webinar promotional efforts from typical e-mail campaigns in the subject line and drew sponsor partners into the effort. Also, sending reminder e-mails an hour in advance of the show boosted attendance by 10%. Understanding the "standard rhythm of business" was key to moving beyond trial-and-error content-marketing offerings, according to Dataversity's Shannon Kempe. MarketingSherpa (1/16) LinkedInFacebookTwitterEmail this Story
  • B2B marketers should change their position on positioning
    B2B marketers should shift their thinking about brand positioning from distinguishing a company from competitors to demonstrating "your company's strengths in relation to your customers' needs," Ardath Albee writes. Instead of writing an "about" paragraph that could apply to everyone in the space, think of positioning as "[t]he art of sharing your company's unique value in ways that resonate with your buyers, compelling them to engage, trust, and -- ultimately -- buy from you," she writes. Marketing Interactions Blog (1/16) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Essential mobile apps for the business-to-business set
    Using Evernote Business to record your meetings and InTooch to manage social connections are two of the top mobile applications that can save you time, Amanda Batista writes. CloudOn runs Office software on a tablet or smartphone, and Vignature creates virtual signatures for the paperless office. Free fuses together various messaging programs with voice communications, and Dropbox uses the cloud to sync your desktop and mobile worlds. Eloqua/It's All About Revenue blog (1/16) LinkedInFacebookTwitterEmail this Story
  • 5 realities about being innovative
    Many leaders struggle with innovation in the workplace, writes Jeff DeGraff of the University of Michigan's business school. He describes five characteristics of innovation and how to use them at work, including the importance of failing "early, often and out of sight," working on the impossible problems and being willing to "[p]ractice circling your innovation project" for possible mistakes. Management Innovation eXchange/FreshMIX blog (1/14) LinkedInFacebookTwitterEmail this Story
  • Why you should treat your career like a startup
    Professionals can become more successful if they show an entrepreneurial spark by acting on their passions and being unafraid to take risks, writes Ekaterina Walter, author of "Think Like Zuck." "Be an insatiable learner; always ask 'why?' and 'why not?' Do not be afraid to make mistakes, it is okay to fail your way to amazing things," she writes. The Glass Hammer blog (1/16) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Calling all young professionals!
    Just starting out in business-to-business marketing? Need immediate access to a network of professionals who can offer guidance, resources and support? BMA is here to help. We offer a full year of membership in our new Young Professionals Program at a reduced membership fee. This program is available only to new members and membership renewals who meet the criteria. Read more details and join now! LinkedInFacebookTwitterEmail this Story
  • BMA Northern California -- Event -- Increasing marketing's strategic value via customer insights
    This breakfast roundtable will be held Tuesday, Jan 22, from 8:30 to 10 a.m., at the Bay Café, Palo Alto Golf Course, 1875 Embarcadero Road, in Palo Alto, Calif., with presenter Jennifer Berkley Jackson, owner of The Insight Advantage, and moderated by Kathryn Gorges, founder of Marketing Possibility. Marketing can increase value and impact by serving as the voice of the customer across all the touch points in an organization. Come and discuss how marketing can close the gap in monitoring customers' experiences and perceptions as they navigate working with organizations. Attendees will understand the imperative for companies to look at their products/services/policies from their customers' perspective vs. via internal views, gain insights into the role of marketing in championing customers' perspective throughout the organization, and learn how to gain ongoing insight into customers' experiences/perspectives. Read more. LinkedInFacebookTwitterEmail this Story
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Admiration is a very short-lived passion that immediately decays upon growing familiar with its object; unless it be still fed with fresh discoveries, and kept alive by a perpetual succession of miracles rising into view."
--Joseph Addison,
British writer and politician

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