January 15, 2021
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Top Story
This infographic from LinkedIn displays how to implement five business-to-business customer engagement strategies recommended by LinkedIn's Tusar Barik and Edelman's Joe Kingsbury. The visual covers long-term brand positioning, understanding your customer's customers, aligning marketing and sales, centering efforts around the customer journey, and fostering trust through thought leadership.
Full Story: Social Media Today (1/14) 
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A new year…and new career?
2020 was rough. Whether you faced job loss/career uncertainty or if you just want to have a backup plan (you know, just in case), you need to register for Career Day on January 22. Featuring B2B experts from LinkedIn, hiring managers, and interview specialists, all ready to ensure you land your dream job!
General Insights & Strategies
Salesforce CMO Stephanie Buscemi spoke to Ad Age before announcing her departure and talks about the importance of the company's values-driven marketing and what marketers should focus on in 2021. "People need to feel heard right now," she says, and that "means responding to what they told you."
Full Story: Ad Age (tiered subscription model) (1/14) 
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Walker Sands' Erin Jordan Spanski outlines three ways business-to-business marketers can maximize budgets this year. She recommends investing in brand-building, optimizing martech to boost personalization, and identifying and prioritizing the highest-performing channels.
Full Story: MarketingProfs (free registration) (1/14) 
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Twitter has launched a 108-page strategic guide to help marketers plan their 2021 tweets. The document includes advice on getting the most out of crucial tools, as well as monthly planning worksheets, tweet prompts and templates.
Full Story: Social Media Today (1/14) 
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We believe in getting you customers, not just clicks.
How? With measurable value that helps you achieve top-line growth. See how we're changing media for good. Join us. Media, re-imagined by Target. See How
Marketing Technology & Innovation
LinkedIn schools brands on platform capabilities
LinkedIn Marketing Labs has been launched as an education tool for marketers who want to maximize advertising on the platform. Courses that have been curated by in-house experts address individuals with various skill levels and focus on topics such as using the platform's ad-targeting tools, ad reporting and analytics, and building a content marketing strategy.
Full Story: Social Media Today (1/13) 
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6 Ways to Run a More Profitable Business
When revenue exceeds expenses, your business is lucrative. It sounds simple enough, but as any business leader knows, the current economy has many finance pros eyeing their financials to see if profitability goals are really being met. Dig into 6 profit-building strategies to meet and exceed your company's profitability goals this year and beyond. Get the guide
Featured Content
Sponsored content from Twitter
5 takeaways from the entertainment conversation
With more people staying home and so many entertainment options available, the way we watch -- and where we talk about it -- is changing. The result: a surge in conversations and video views on Twitter. Read the latest Twitter Conversation Report to find out what your brand can learn from this.
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10 of the most creative brands on Twitter
Twitter reveals the top 10 most creative brands of the year. Gatorade, Ben & Jerry's, Uber and Verizon campaigns were among those cited for their quick marketing pivots and understanding of how to create meaningful connections with people on Twitter in 2020 — an unusual year to say the least. See all the winners here.
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Analytics & Measurement
The toll of being a social media manager
Social media managers talk about the challenges of their roles, particularly during the pandemic and social unrest, and how long hours, low pay, exposure to hateful content and a lack of support from employers/clients and platforms are affecting their mental health. "It takes a huge mental toll to consume this content, day in and day out," says social media strategist Amy Brown.
Full Story: Digiday (tiered subscription model) (1/13) 
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Association News
The ANA Marketing Word of the Year
Since 2014, we've surveyed our members to identify the marketing word of the year. For 2020, the clear winner perfectly represents a year marked by the ravages of COVID-19 and social injustice.
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Celebrate your campaigns that make the cash register ring!
(Association of National Advertisers)
The ANA REGGIE Awards recognize marketing that both builds a brand's image and drives a specific consumer action through one or more of six identifiable disciplines that connect and interact with the consumer on a personal level.

Submit your campaigns from among more than 20 categories before Feb. 3 and save!
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Editor's Note
SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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Connect deeply with others. Our humanity is the one thing that we all have in common.
Melinda Gates,
philanthropist, advocate for women and girls
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