ZenithOptimedia sees ad growth on the horizon | How LinkedIn company pages can bear fruit for your business | Social tools should transform B2B communications
March 14, 2012
Business Marketing SmartBrief
News for business-to-business marketing professionals | Marketing.org

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ZenithOptimedia sees ad growth on the horizon
ZenithOptimedia revised its global ad-spending forecast made in December up a notch, predicting a 4.8% increase, to $489 billion, this year. Battered Europe is expected to stay down, but Asia and Latin America will compensate. Projections call for 5.3% growth in 2013 and 6.1% in 2014. Advertising Age (free access for SmartBrief readers) (3/13), Reuters (3/13), The New York Times (tiered subscription model)/Media Decoder blog (3/13)
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FEATURED VIDEO: The Traits of Very Successful Leaders
Someone who is a good leader knows how to get work done, but a great leader is someone who inspires employees to do their best all the time. Linda Rottenberg, the co-founder and CEO of Endeavor, tells us about some common traits among successful leaders. Watch the video now.

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How LinkedIn company pages can bear fruit for your business
Creating a company page for the LinkedIn social network can bear fruit with a little care and feeding, writes Stephanie Sammons. Maximizing the real estate of the Overview tab means going beyond describing the company and offering a call to action. A LinkedIn page also can be a great venue for demonstrating the value of your company's services or products. SocialMediaExaminer.com (3/13)
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Social tools should transform B2B communications
Business-to-business companies are looking for new kinds of relationships with their marketing partners, as their needs have changed, writes Christopher Rollyson. Social media has made large-scale communications more feasible in the B2B space, even offering the opportunity for many one-on-one conversations, radically shifting the B2B sales and marketing paradigm, he notes. Marketers need to find ways to reach out to potential buyers in a more direct way than ever before, allowing them to use conversations, instead of content, as the basis for their efforts. SocialMedia.biz (3/13)
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Ready or not, Facebook changes are almost upon us
Facebook is rolling out a new format for its brand pages, so you should get ready for the change, writes Lisa Barone of Outspoken Media. You'll need to pick a large "cover photo" to represent your brand, in addition to a smaller profile photo that looks good as a thumbnail. New features can give companies more control over how their updates are presented to visitors of their pages, she notes. Small Business Trends (3/13)
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Other News
Combating Identity Theft in a Mobile, Social World
Mobile connectivity threats extend from consumers to the business environment. But who is really responsible for securing sensitive information? Smart business leaders are becoming proactive on the matter. Learn how to get protected in this white paper. Download the white paper now.

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Cloud computing requires fundamental rethinking of services
Gartner predicts that cloud computing will replace the personal computer as the most important technology tool by 2014. Companies will have to adapt to allow for more mobile technology, more virtualized services and greater consumerization of IT, the report finds. The cloud revolution "will require enterprises to fundamentally rethink how they deliver applications and services" and keep security concerns top of mind, the report notes. Wired.com/Cloudline blog (3/12)
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E-mail marketing service debuts from Thomas Industrial Network
Thomas Industrial Network's e-mail marketing service came about in response to a survey showing that more than half of industrial product purchasing starts with an e-mail. Thomas's service offers strategy, design and content-creation help, as well as follow-up analytics. BtoB Magazine (3/13)
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Other News
If your company needs to grow faster, more efficiently, and profitably, and you need to strike a stronger partnership with sales, then GROW is for you and your colleagues in sales, sales enablement & CRM management. This year's BMA 2012 conference zeros in on what it takes to grow profitable, enduring, ever-deeper b2b customer relationships. Get more.
Should you star in your company's TV ads?
TV commercials that feature a company's chief executive tend to outperform other ads, according to an Ace Metrix study. Still, while making a personal pitch works for charismatic bosses such as Jim Koch of Samuel Adams and John Schnatter of Papa John's, not everyone can pull it off. "CEOs who are dull, boring, or fail to positively differentiate a brand are the kiss of death in advertising," writes Ace Metrix chief Peter Daboll. Forbes (3/13)
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6 ways for CEOs to show their softer side
Bosses don't have to be tough guys, arrogant or mean to succeed, writes CEO Gary Burnison of Korn/Ferry International. It's often better to take a gentler, humbler and more compassionate approach to leadership, persuading and charming people rather than steamrollering them. "Leadership is all about how you make other people feel," Burnison writes. "Your achievement as a leader is measured in the success of others." Fast Company online/FC Expert Blog (3/13)
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Other News
People on The Move
Kate O'Brien
is the new retail group marketing director for Daisy Group. B2B Marketing (3/12)
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Association News
Awards -- Deadline for entries to the BMA B2 Awards Competition 2012 is extended
The deadline for entry submissions has been extended to March 22. The B2 Awards recognizes and honors business marketers for innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business strategy, new media strategy and successful new product and service introductions. The B2 Awards also honor marketing activities targeting not just traditional customer and prospect audiences, but other key stakeholder audiences and demand drivers, including employees, sales forces, channel partners, government, consumers (as in b2c2b), NGOs and industry and financial analysts, among others. Read more.
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BMA Northern California -- Event -- Lessons from a CMO: Leveraging big data to accelerate marketing
This event will be held Wed., Mar. 28, from 5:30 p.m. to 8 p.m. at EMC in Santa Clara when the NorCal BMA welcomes Alexandra Morehouse, CMO, AAA of Northern California. 71% of all CMOs around the world cited "the data explosion" as their #1 concern in the coming year, and the issue for which they feel least prepared. Get clear, practical guidance to what you need to know and how you can apply it to your business. What exactly is "Big Data?" Is it new? Read more.
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Business Tips and Advice
Sponsored Content from American Express
Be sincere; be brief; be seated."
-- Franklin D. Roosevelt,
32nd U.S. president
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