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March 1, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • HP becomes first company with 1 million LinkedIn followers
    Hewlett-Packard has become the first company to reach 1 million followers on LinkedIn, the social network announced Thursday. HP boosted its numbers by positioning CEO Meg Whitman as a thought leader and by using LinkedIn Follow ads, according to LinkedIn Vice President of Marketing Nick Besbeas. The company says that a quarter of LinkedIn's 200 million users are connected with someone who follows HP. MediaPost Communications/Online Media Daily (2/28), Mashable (2/28) LinkedInFacebookTwitterEmail this Story
  Eye on Marketing 
  • Avaya's Mark Wilson explains the keys to "narrowcasting"
    Narrowcasting involves targeting select groups of decision-makers and their influencers, says Avaya's Mark Wilson in this interview. "[N]arrowcasting helps marketers get rid of content spillage. Money that used to be spent reaching a broad audience is now better spent communicating more frequently with a narrow target audience," Wilson says. Content Marketing Institute (2/28) LinkedInFacebookTwitterEmail this Story
  • CMOs often lack C-suite support, survey suggests
    The biggest reason that chief marketing officers get let go is that they fail to receive support from the rest of the C-suite when pursuing organizational changes, indicates a Korn/Ferry survey. "CMOs are hired to drive a change agenda, which is great, but they are not always fully supported," said Caren Fleit, a senior client partner at Korn/Ferry. "And one person is not enough to drive change." (2/28) LinkedInFacebookTwitterEmail this Story
  • The dangers of buying e-mail lists for marketing
    Buying an e-mail list to market to strangers is a losing tactic in the long run, writes Meghan Keaney Anderson. Not only will it damage your sender score, it could even get you blacklisted from potential customers. A better approach is to start a relevant, search-friendly and content-rich blog that draws people in and encourages them to sign up for e-mails. MarketingProfs (2/28) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • For SMB lead generation, Twitter is king of social media
    More than half of all social network visits are to Facebook, compared with about a third of all visits heading to Twitter, according to an Optify survey of small- to medium-sized businesses using social networks for business-to-business sales. Twitter accounts for more than 4 in 5 leads attributable to social networks; however, 9% each for Facebook and LinkedIn. Social media accounts for a relatively small part of traffic referrals, amounting to 1.9% of total traffic, compared with organic and direct sources, which each bring in more than 40% of all hits. eMarketer (2/28) LinkedInFacebookTwitterEmail this Story
  • You can't innovate through meetings
    Brainstorming sessions are a lousy way to try to solve complicated problems, writes Debra Kaye. "Fresh ideas come when your brain is relaxed and engaged in something other than the particular problem you're embroiled in. ... This is the polar opposite of what happens in brainstorming sessions," she explains. Fast Company online (2/28) LinkedInFacebookTwitterEmail this Story
  • Leading your company through positive change
    Positioning a good business to be even better requires going beyond setting up the right structure, Robert S. Olszewski says. He advises companies to evaluate how they can cut waste in seven key areas, identify their sustainable competitive advantage and disrupt routines. "Companies that can clearly demonstrate why and how the change will have a positive impact, leading to dissatisfaction, have a higher probability of effective change," he says. Smart Business/Philadelphia (2/2013) LinkedInFacebookTwitterEmail this Story
  Association News 
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  On Leadership 

Top five news stories from SmartBrief on Leadership this week. Want more leadership news?

The mark of mediocrity is to look for precedent."
--Norman Mailer,
American writer

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