How to become customer-obsessed | Align content with the purchasing journey | Why B2B marketers should focus more on earned media
April 20, 2016
CONNECT WITH BMA LinkedInFacebookTwitter
Business Marketing SmartBrief
News for business-to-business marketing professionals |
Top Story
How to become customer-obsessed
Chief marketing officers and chief information officers must work together to ensure optimum success with customer experience, Forrester's Sheryl Pattek and Nigel Fenwick write. Review your customers' needs and build technology to meet them, set customer-related goals for all staff, and empower every team to put the customer first. (4/19) 
LinkedIn Twitter Facebook Google+ Email
Navigate the new streaming normal
As audiences turn away from linear viewing towards SVOD and AVOD streaming platforms, media and entertainment businesses must respond effectively and adapt to thrive. Explore trends that are driving this structural transformation and find out how the cloud can help you accelerate the transition. Get the white paper.
Lead Generation
Align content with the purchasing journey
Business-to-business marketers should create content that matches where the customer is on their buying journey. Write blogs to build brand awareness, use targeted content such as case studies for the consideration stage, and create testimonials or how-to videos for when the customer is about to make a purchase.
KoMarketing Associates (4/19) 
LinkedIn Twitter Facebook Google+ Email
Increase Reach 3X without Cookies
With LiveRamp, you can increase addressable reach by 3X and access inventory on Safari and Firefox. Now, advertisers can achieve greater reach, more engaged audiences, better ROI, and lower CPMs with LiveRamp—all without cookies. Click to learn more!
General Insights & Strategies
Why B2B marketers should focus more on earned media
Business-to-business marketers need to think strategically when it comes to distributing content. Earned media is thought to be 80% more effective than owned media in the middle and bottom of the funnel, and 38% more effective at the top of the funnel, per PR Newswire.
The Drum (Glasgow, Scotland) (4/19) 
LinkedIn Twitter Facebook Google+ Email
Next Practices
A guide to the Postal Service's direct-mail aid
The US Postal Service has launched a service called Every Door Direct Mail that provides an interactive route map with demographic data that businesses can use to target prospective customers in their localities. This piece provides a step-by-step guide on how to use the service for direct-mail campaigns.
GeoMarketing (4/19) 
LinkedIn Twitter Facebook Google+ Email
Marketing Technology & Innovation
The new world of business networking
(Fox Photos/Getty Images)
Even in the digital era, old-fashioned networking can still be one of the best ways to market your business, writes consultant Kevin Jordan. However, effective networking requires more than simply handing out your card. It means "developing long-term, meaningful relationships with quality business professionals who are ready and willing to help you accomplish your business goals," writes Jordan, who offers five tips for putting this strategy into practice.
Duct Tape Marketing (4/18) 
LinkedIn Twitter Facebook Google+ Email
How B2B marketing drives business results
Learn how today's leading marketers are growing their brands and driving business growth by attending ANA/BMA16: Masters of B2B Marketing, June 1 to 3 in Chicago, Ill. Hear from CMOs at Hiscox, SEI, GE, Demandbase, United Rental, and Pegasystems, as well as other senior marketers and industry thought leaders. Register now.
Analytics & Measurement
Customer experience a priority for data-driven marketers
Brands say that improving the customer experience is their top priority for using data-driven marketing, whereas agencies cite identifying prospects and new audiences as their top goal, per Econsultancy and Adobe. Both cite keeping and upselling current customers as an additional priority. (4/19) 
LinkedIn Twitter Facebook Google+ Email
Association News
The essential guide to a product launch
Product launches are never easy. In a competitive marketplace, there are no guarantees that an innovative product will captivate customers, stand out against competitors, and generate an increase in sales. This guide from Brandfolder provides critical information on how to cultivate anticipation for a product before launch, ways to streamline product messaging throughout a global organization and the importance of tracking a product launch.
LinkedIn Twitter Facebook Google+ Email
Get recognized for proving the value of marketing
From now through May 13, nominations and entries are being accepted for the 2016 ANA Genius Awards. The awards recognize companies and individuals leading the way in applying analytics to prove the value of marketing. Brands can enter themselves, and agencies and vendor partners can nominate clients. The winners will share a $100,000 cash prize pool designated for the charities of their choice. Visit this page for more information on how to enter.
Learn more about BMA:
Home | About BMA | Chapters | Events | Join BMA | Resources
The speed of your success is limited only by your dedication and what you're willing to sacrifice.
Nathan Morris,
financial coach and writer
LinkedIn Twitter Facebook Google+ Email
Sign Up
SmartBrief offers 200+ newsletters
Learn more about the SmartBrief audience
Subscriber Tools:
Contact Us:
Advertising  -  Dena Malouf
Editor  -  Ambreen Ali
Mailing Address:
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004
© 1999-2016 SmartBrief, Inc.®
Privacy policy |  Legal Information