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April 19, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • B2B marketers say they struggle for resources to improve tracking
    Although 80% of business-to-business marketers say they plan to spend more time improving their measurement efforts, they cite a lack of time and resources as their biggest roadblock, according to a Pardot survey. Three-quarters of marketers say they have standards for qualifying leads, and most do so based on a combination of a prospect's actions and demographics, but 37% say they are not tracking the revenue generated by campaigns. MarketingProfs (4/18) LinkedInFacebookTwitterEmail this Story
The State of Email Marketing for Agencies
Check out this infographic summarizing research from 130+ agencies on the state of email marketing. See trends in how agencies are using email marketing to grow business and deliver results for clients. Download the infographic now
  Eye on Marketing 
  • Deloitte's video podcasts seek to entangle customers
    Business-to-business marketers need to focus their efforts on meeting customer needs regardless of the platform, according to this post. Deloitte is embracing this principle with an "entanglement" model that focuses on multichannel marketing with short, successful video podcasts replacing white papers for thought leadership. "[W]e need to be relevant and discoverable across all channels," said Deloitte's Jennifer Chico. Fast Company online/FC Expert Blog (4/18) LinkedInFacebookTwitterEmail this Story
  • TV commercials for Emerson tout business solutions
    Engineers solutions firm Emerson unveiled two commercials from DDB Chicago that will be a part of its recent marketing campaign. The spots highlight Emerson's network-hub construction for Australian telecom NBN and continuous automation services for Russian oil company LUKOIL. BtoB (4/17) LinkedInFacebookTwitterEmail this Story
  • Smart marketing starts with narrow targeting
    Marketers can avoid looking stupid by narrowing their approach to the right targets through the right channels, writes Amanda Maksymiw. Plan to attack the marketing challenge against a realistic, specific, well-defined goal, and work to find a balance between trying every trendy marketing tactic and refusing to smartly experiment. Business Insider (4/18) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Facebook's new metrics delve into sharing
    New Facebook analytics tools for advertisers will permit more sophisticated engagement measurements within the social network. The tools will facilitate the measurement of "liking, commenting or sharing a page post, claiming an offer ... or doing things within an app," says Facebook product manager David Baser. Adweek (4/18) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Learn to thwart these innovation killers
    Everyone talks a good game when it comes to innovation, but a few personality types can kill a company's initiatives, writes Scott Anthony. The "Cowboy" throws out an unfocused challenge, while the "Googlephile" wants broad participation on innovation when it's more efficient to assign a team to the task. Make "little bets" on the future and dedicate a budget to the efforts, he writes. Harvard Business Review online (4/18) LinkedInFacebookTwitterEmail this Story
  • Stop discovering stuff and start inventing things
    To demystify creativity, we need to learn the difference between discovery and invention, says Tina Seelig. Most people see innovation as a process of scientific discovery, but that misses the creative spark that leads to genuinely new inventions, Seelig argues. "That's one of the reasons creativity seems so mysterious -- we don't, from the time they're young, teach people the components of what you need to invent, as opposed to discover," she says. Fast Company online (4/18) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA New Jersey -- Event -- Mobile Marketing for B2B
    This event will be held Tues., May 15, from 5:30 p.m. to 8:30 p.m., at La Quinta Inn, 60 Cottontail Lane, Somerset, N.J. Far more than just a new communications channel, this anytime-anywhere media is creating a sea of change across the way we live and work, and driving permanent shifts across our habits, preferences, expectations and thresholds. Read more. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

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Things alter for the worse spontaneously, if they be not altered for the better designedly."
--Francis Bacon,
British author and statesman

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