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November 13, 2012
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News for business-to-business marketing professionals  |  Marketing.org

  Top Story 
  • Oracle to demonstrate social media integrations at event
    Oracle is holding a Social Summit on Wednesday to help enterprises better understand how they can integrate social media into business processes. Oracle wants businesses to layer social media atop applications such as their Fusion Marketing, Fusion Sales Catalog, ATG Web Commerce and ERP programs. Oracle continues to invest in such solutions -- it recently acquired Instantis for cloud-based project portfolio management, Laurie Sullivan writes. MediaPost Communications/Online Media Daily (11/12) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • What B2B CMOs can learn from Obama's re-election campaign
    President Barack Obama's campaign handlers leveraged Big Data to get him re-elected, Sheryl Pattek of Forrester Research writes. "The Obama team solved the data integration challenge that B2B CMOs deal with every day," she writes. They did so by mining Big Data for voter behavior, testing their message and creating an analytic model that helped them effectively target voters. Forbes/Forrester Research blog (11/12) LinkedInFacebookTwitterEmail this Story
  • Customer retention calls for a different content strategy
    B2B marketers are paying more attention to customer retention and should adjust their campaigns to that specific purpose, Ardath Albee writes. Content marketing should encourage the embrace and use of the purchased product, and help customers find more value in it. Probe them for their expansion plans and potential problems with the product or service, and give even the smallest customers the attention they need and deserve. Marketing Interactions Blog (11/12) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • How to use LinkedIn ads to build your brand
    Advertising on LinkedIn can be an effective way to build brand awareness, boost your content-marketing efforts or attract attention to media coverage of your company, Brian Carter of Infinigraph writes. It's a good idea to segment your marketing efforts, he writes. "You can't impact people if you don't know what they care about; and you can't know what they care about if you don't know who they are." BtoB Magazine (11/12) LinkedInFacebookTwitterEmail this Story
  • Activity on LinkedIn Groups can boost your conference presence: Posting to LinkedIn Groups is often a low-visibility, little-buzz-generating time suck, but plastering your face inside comments is a great way to familiarize people with you in preparation for conferences, John Nettles writes. And there are good groups out there that make it well worth the effort, he adds. RepCapitalMedia.com (11/12) LinkedInFacebookTwitterEmail this Story
  Innovation 
  • How innovation blunders sank Blockbuster, Sony and Sun
    Innovative ideas alone are no guarantee of sustainable success, as companies such as Sony, Blockbuster and Sun Microsystems learned the hard way, writes Faisal Hoque. It's vital to ensure that companies don't rest on their laurels and that leaders continue seeking new ideas and new ways to attain corporate goals. Fast Company online (11/12) LinkedInFacebookTwitterEmail this Story
  • Could an aversion to conflict be Apple's downfall?
    In canning iOS chief Scott Forstall, Apple has sown the seeds of its own destruction, writes Michael Lopp. Forstall was the true heir to Steve Jobs -- an abrasive figure who thrived on conflict but was able to spur disruptively great products, Lopp argues. "Love him or hate him, Scott Forstall's departure makes Apple a more stable company" and makes its eventual stagnation and decline far more likely, he writes. Rands In Repose blog (11/11) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Lead gen and the complex sale in 2012: Real change or more stagnation?
    It sometimes seems, akin to Bill Murray's cranky TV meteorologist in "Groundhog Day," that B2B marketing and sales teams must forever relive poor results. Industry analyst groups continued to report in 2011 that average companies are leaving up to 80% of potential business on the table. Why? Simply stated, a number of current sales lead management processes are broken. As a result, we see poor lead quality, a lack of accountability and unattended leads dropping out of the funnel. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Philadelphia -- Event -- Conrado: Purpose in Action
    This event will be held Thursday, Nov. 15, 6:30 p.m. to 9 p.m. at the Urban Saloon, 2120 Fairmount Ave. in Philadelphia, Pennsylvania, when BMA Chairman Eduardo Conrado, SVP and CMO at Motorola Solutions, will discuss how business-to-business marketing must evolve in the coming years to meet changing customer needs. He will focus on how companies -- having clearly defined their purpose -- can implement a customer-centric marketing approach. Read more. LinkedInFacebookTwitterEmail this Story
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