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Advertisers push ICANN for answers to early glitch | How gamification can help B2B companies boost business | B2B marketing budgets are expected to rise 6.8% this year
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April 26, 2012
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Top Story
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Advertisers push ICANN for answers to early glitch
Already skeptical advertisers are asking Rod Beckstrom, president and CEO of the Internet Corporation for Assigned Names and Numbers, to launch an independent investigation into how the ICANN sputtered out of the gate with the application process, and now is apparently idling on the sidelines. "It's particularly important we get this right from the outset," said Dan Jaffe of the Association of National Advertisers.
Adweek (4/25),  MediaPost Communications/Online Media Daily (4/25) 
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Lead Generation
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Lead Generation
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How gamification can help B2B companies boost business
Gamification -- using the trappings of game design to address real-world problems -- has attracted attention for consumer-facing companies, but B2B organizations might also be able to benefit from it. For example, SAP uses gamification to encourage people to participate in its online community. "The critical part (of a gamification campaign) is to figure out, 'What is the meaningful reward that I would like to give to people?'" according to Rajat Paharia of Bunchball.
MarketingSherpa (4/25) 
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B2B marketing budgets are expected to rise 6.8% this year
Business-to-business marketing budgets should increase by an average of 6.8% in 2012, according to a Forrester Research forecast. However, fewer marketers will raise their budgets by more than 20% (16% of marketers) than lower their marketing budgets (19%), with the largest segment (27%) looking at a 10% to 19% increase.
BtoB (4/25) 
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Spread opt-in forms around to build up e-mail lists
Don't ask for too much information on homepage e-mail opt-in forms, writes AJ Kumar. The idea is to develop a broad list for developing targeted messages. Be creative about where you place the form, considering the "About" page, your blog's comments section, and during checkout, to develop new prospects and to promote repeat business.
Entrepreneur online (4/25) 
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How to track your company's global social reach
Marketers can use Google Analytics and Facebook Reach to compare and contrast their global traffic and find helpful correlations with their U.S. audience, writes Jeffrey L. Cohen. For example, discovering India as the fourth-largest audience, verified by cross-listing both services, can get a marketer's wheels spinning about why that audience is engaged and how it might be approached in the future.
SocialMediaB2B.com (4/25) 
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General Insights & Strategies
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Brands fear collateral damage as Google wages war on spam
Google has rolled out new search algorithms designed to reward "high quality" sites and penalize spam websites, sparking heated debate over which brand sites are benefiting from or suffering under the new regime. The bottom line, writes Danny Goodwin, is that the switch-up emphasizes the futility of trying to game Google's system. "Chasing an algorithm isn?t a winning marketing strategy. Stop chasing taillights," he warns.
SearchEngineWatch.com (4/25),  Search Engine Land (4/25),  Website Magazine (4/25) 
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Rule 1 for dealing with B2B social media conflicts: Stay calm
Managing social media conflicts requires a cool head and a steady hand, writes Lauren Litwinka. First, calmly identify the players in the drama to determine their intent, understanding that your monitoring activities are as important as your input. Distinguish between valid criticism and healthy debate and unhelpful ad hominem attacks, using the rules of the social community to kick out the offenders when necessary.
Search Engine Land (4/25) 
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Optimizing your newly visual site for Google search
As marketers enter the Pinterest era of visually oriented Web presence, Google's tips on optimizing for visual content come in handy, writes Pamela Vaughan. By sticking to Google-supported image formats and paying attention to file names, image-content descriptors and alt text, marketers can assure that Google indexes the images properly. Any file size is fine, but don't embed the text within the image.
HubSpot/Inbound Internet Marketing Blog (4/25) 
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Next Practices
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Leadership diversity is good for business
Research found that when companies move beyond gender tokenism, they get a powerful boost to their bottom line, writes Dana Theus. "Bring the best women and men have to offer into your leadership class and, in the mix, you have a powerful resource for company growth and performance," she writes.
SmartBrief/Leadership (4/23) 
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Why Napoleon hated time-wasters
In the heat of battle, Napoleon once told an underling, "You may ask me for anything you like except time." Modern leaders should take a similarly strong line on time-wasters and procrastinators, writes W. Thomas Smith Jr. "Procrastination for a leader is nothing less than the disregarding of opportunity, the irresponsible mismanagement of assets and the negligence of people," he warns.
The Daily Caller (4/25) 
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Big Blue: Taking the guesswork -- and some of the cost -- out of data analytics
At IBM, predictive analytics is front and center. Big Blue is increasingly using predictive analytics to help target and identify the most optimal customers and prospects, according to John Kennedy, VP of corporate marketing at IBM and BMA national board member. "We have been using predictive modeling to try to get much clearer, and much more precise, on where those pockets of opportunity are," he said. "For us as B2B marketers, it's not at a company level; inside big companies you've got divisions and pockets, and side companies, and inside all of those pockets, you've got individuals." Read more.
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BMA Southern California -- Event -- Protecting your company, protecting your brand: the truth about the real risks corporations face online
This event will be held tonight, Thurs., Apr 26, from 6:15 p.m. to 9 p.m., at the Hyatt Regency Newport Beach, when SoCal BMA welcomes Thomas A. Powell, CEO of PINT Inc., faculty member at University of California San Diego, and author of eleven best-selling industry textbooks. The Internet and the Web are not always a friendly place. Significant risk as well as reward can result from corporate digital strategy. How attentive are you to what is happening on your site and online? Do you really know when users are frustrated, hacking is occurring, social sentiment is trending negative, or much much worse? Read more.
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John Stuart Mill,
British philosopher and political economist
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