Why Palo Alto Networks is spending big on marketing-tech | How to insert personas into your workflow | Tips for LinkedIn success
February 16, 2016
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Why Palo Alto Networks is spending big on marketing-tech
Palo Alto Networks' marketing chief, Rene Bonvanie, aims to move beyond predictive analytics to prescriptive analytics with data about every customer interaction, spanning all channels. He offers tips on using data more effectively: concentrate on lead scoring, understand what's driving conversion rates, and go beyond demographics to develop a real understanding of people and businesses. CMO (Australia) (2/15)
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Survive and Thrive in the Digital Transformation
Wednesday, June 20th at 1pm EDT
Join Citrix ShareFile and Scott Klososky in an engaging webinar that will unpack concepts and strategies that can be used to help your organization leapfrog competitors. Don't miss this chance to hear stories of organizations that are winning in the market because of their mastery of digital maturity. Register now
Lead Generation
How to insert personas into your workflow
Business-to-business marketers should use social media to develop a more rounded understanding of their buyer personas, reflecting their needs and priorities. Link your customer database to personas for true segmentation, and make personas readily available to the sales team. SocialMediaB2B.com (2/15)
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Tips for LinkedIn success
Make your LinkedIn profile stand out by using a professional photograph and by clearly describing how your business can solve the issues of potential customers. Use groups to engage rather than sell, post articles to demonstrate knowledge, and ask current customers to give you endorsements. LifeHealthPro (2/15)
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General Insights & Strategies
B2B case studies in data-based engagement
(Ethan Miller/Getty Images)
Smart home technology company Vivint uses data from its sensors, for example the time someone leaves for work, to engage with people by reminding them to reset their thermostat or secure their home before going out. IBM Security's internal newsroom, SecurityIntelligence.com, enables teams to share insights and data across the organization, allowing the company to create well-researched, industry-leading content. The Content Standard (2/15)
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Where Work Happens
Sponsored content from Slack
What To Know Before Working For A Scaling Company
Veteran executive Molly Graham who's spent time at Google, Facebook, Quip, and the Chan Zuckerberg Initiative, uses the process of building full-scale Lego structures as a metaphor for the knowledge team members gain as they build a product or service with others and adapt to growth and change. Read more
Marketing Teams and Slack: A Handbook
Marketing teams on Slack experience 16% faster marketing campaign execution and carry out 8% more marketing campaigns per year. Read this guide to learn how your marketing team can brainstorm campaign ideas, manage creative, and iterate on results faster with Slack. View the handbook.
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Marketing Technology & Innovation
Leaders can't say, "It's not my fault"
Leaders who tolerate poor performance, halfway solutions or festering problems will see their tenures defined by low standards, Art Petty warns. The solution is in taking responsibility, not blaming outside forces. "Whether it's in business or in our public institutions, let's adopt an extreme ownership mentality to promote positive change. Anything less is a prescription for failure," he writes. ArtPetty.com (2/14)
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Analytics & Measurement
How B2B brands are leveraging Net Promoter Scores
Companies such as Slack are using their Net Promoter Score -- how likely a customer is to recommend their service -- to drive growth. Recruiting analytics software firm Entelo uses NPS data to stop customer turnover and to monitor customers who give the top scores, identifying them as being more amenable for cross-selling or upselling. HubSpot.com (2/15)
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Association News
What B2B companies can learn from Campbell Soup
The brands of The Campbell Soup Company are rethinking their marketing mix to include more dynamic, real-time, and personalized communications driven by paid, owned, and earned media channels. But to truly stay relevant, the company encourages innovation by mandating failure — an approach B2B companies would be wise to adopt. "The idea behind this is if we don't know where the edges are, how do we know if we're pushing the boundaries?" asks Umang Shah, global director of digital marketing and innovation at Campbell Soup. "We want projects that everyone is going to be looking at five years from now."
How technology is changing the legal landscape for advertisers
Learn how regulators, legislators and your peers are dealing with issues as diverse as programmatic buying, native advertising, piracy, bot fraud and privacy by attending the ANA Advertising Law & Public Policy Conference, April 6 to 7 in Chicago. Leave with the critical knowledge you need in today's "adapt or die" climate. Speakers include Jessica Rich, director of the Bureau of Consumer Protection at the Federal Trade Commission; Lisa Madigan, attorney general of the State of Illinois; Tori Chami, VP and senior counsel at American Express; and Catherine Mennenga, counsel, advertising and brand management, at GE. Register now.
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Don't wait until conditions are perfect to begin. Beginning makes conditions perfect."
-- Alan Cohen,
writer and motivational speaker
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