Top Story

• Bing plans to launch Skype-powered click-to-call ads
  Microsoft's Bing search engine will offer Skype-powered click-to-call ads to brands in certain market segments in coming months, says General Manager David Pann. Brands will be able to create dedicated 800 numbers for use within Bing ads, Pann said. MediaPost Communications/Online Media Daily (2/1)     

Eye on Marketing

• Intel: Enterprises want better PC upgrades, not tablet replacements
  Intel is poking holes in the theory that the bring-your-own-device trend in business is the culprit behind eroding PC sales. Companies are more likely waiting on PC manufacturers to get their acts together on "serviceability, manageability and security," says Intel U.K.'s business client marketing manager, Rob Sheppard. "The idea that businesses would give a stipend to users to go out and buy a PC of their own choosing -- that's not happening," Sheppard says. V3.co.uk (U.K.) (2/1)     

• Content marketing that works uses broad participation
  Sales Benchmark Index exemplifies a successful use of content marketing, says Reputation Capital's new director of client services, Brooke Howell. Its blog is easy to find, represents a broad swath of the company's thought leaders and is well edited for a unified voice. It also uses social media and webinars as well as part of a comprehensive strategy. In contrast, content marketers missing the mark tend to write jargon-filled copy that screams advertising or is "too formal and serious," Howell says. RepCapitalMedia.com (1/31)     

• Other News

• How to reap awards from a superior customer experience
  B2B Marketing (2/1)     

Tech Edge

• Building a companywide B2B social media team
  Marketing, sales and some customer-facing employees should all be involved in business-to-business social media efforts, Bob Apollo writes. Sales, in particular, should realize the value of Nimble and other programs that integrate customer-relationship management with social data. Broad involvement in social media requires unifying the participants' presence as positive and professional for sharing and teaching, not selling. Use clear guidelines to encourage employee creativity without stifling them with a top-down approach, Apollo advises. Inflexion-Point.com (U.K.) (2/1)     

• Other News

• Dell is shipping hardware with certified SAP Hana analytics
  ZDNet (2/1)     

Innovation

• Innovation lessons from a Reebok sneaker
  One of Reebok's top-selling basketball shoes uses cushioning technology first developed for use in intravenous fluid bags. That's a sign, experts say, of the value of applying "peripheral" knowledge from unconnected fields to solve tough problems. "The central idea of peripheral knowledge really resonates," says Martine Haas of Wharton. Knowledge@Wharton (1/30)     

• Why you shouldn't apologize after a mistake
  Apologies are ineffective because they remind people of your mistake, they're unsatisfying to the people who have been wronged and they make it more difficult to find a solution, Shawn Parr writes. "People often demand an apology more as vengeance than as any way to improve matters. Instead, you need to be in a position of strength so that you can solve the problem and get past the screwup," Parr writes. Fast Company online (2/1)     

Hot Topics

Top five news stories selected by Business Marketing SmartBrief readers in the past week.

• B2B marketers are counting on websites for content delivery (eMarketer)

• Rebranded BlackBerry prepares a $200 million marketing blitz (The New York Times (tiered subscription model))

• Sure signs that your e-mails will end up in a spam folder (HubSpot.com)

• Google beta tests Shopping search for B2B buyers (WebProNews (Lexington, Ky.))

• Great content via e-mail combines push and pull power (MarketingSherpa)

• Results based on number of times each story was clicked by readers.

Association News

• BMA Minnesota -- Event -- Brandless to badass: Transforming your brand strategy to brand confidence
  This event will be held Tuesday, Feb. 12, at 7:30 a.m. at The Metropolitan, 5418 Wayzata Blvd., in Minneapolis. 2013 is a year for taking risks. A year for stretching and growing. Attendees to this BMA Minnesota chapter event will hear from acclaimed speaker, author and marketing leader Aaron Keller as he shares insights and experience that will help you infuse your brand with power and differentiation. Read more.     

• BMA 2013 B2 Awards Competition now open for entries
  The B2 Awards recognize and honor business marketers for their best creative/strategic work. Imagine the possibilities of what could be when you're recognized for outstanding strategy, creative and results! Deadline for entries is March 13. Read more details and submit your best work now.     

SmartQuote

To attain knowledge, add things every day. To attain wisdom, subtract things every day." --Laozi, Chinese philosopher