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Spence: 'Purpose' Marketing is Key to Serving Customers
By Matthew Schwartz B2B marketers have to move beyond the traditional "Ps" of marketing - product, price, place and promotion - to embrace purpose-driven marketing, according to advertising veteran Roy Spence. Practicing purpose-inspired marketing is "when you get out of the selling business and get into the business of helping others be successful," said Spence, co-founder and chairman of ad agency GSD&M, who delivered the "Scene-Setting Remarks" at the BMA annual conference, Unleash 2011. He added that when marketers deploy purpose-driven marketing, "there is no them, there is only us." Read full article.
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Maag Starts to Rev Up the Exposure for the BMA
It's a new kind of marketing vehicle for the BMA. Literally. Driving his Avnet/BMA No. 16 Ford Mustang, Trevor Bayne finished third at Chicagoland Speedway's STP 300 race on June 4. Bayne, who went from 35th to third, nearly stole the car race in the last few seconds. However, participating in the race can be considered a win for the BMA. It boosted brand awareness and raised the organization's visibility for the millions of people watching the race on ESPN. Read full article.
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Where Do You Go for the Best B2B Advice? Straight to the Top
By Greg Olson and Carla Johnson In a world that is awash with marketing-management books, Advice From the Top: The Expert Guide to B2B Marketing stands out as a one-of-a-kind reference. Authors from BMA Colorado marshal the voices and thinking of a wide range of marketing experts - such as Tom Kennedy on developing winning marketing plans; Scott Gillum on improving partner relationships and Byron O'Dell on driving ROI into today's marketing Programs - to convey the full spectrum of useful, practical ideas for BMA members. Read full article.
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The Crazy, Complex World of B2B Marketing
By Jeff Ogden
Brian Solis, a principal at Altimeter Group and one of the most prominent thought leaders in new media, didn't mince words when he spoke at this year's Return-on-Engagement Summit. In a nutshell, Solis said, this is no longer your dad's marketing world. It isn't even your older brother's marketing universe anymore. If we want to stay viable in a digital age, we need to adapt quicker than ever before. Read full article.
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Gary Slack
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Slack Moves BMA to 'Big Tent' Organization, With Ample Room for Growth
Gary Slack, chairman and Chief Experience Officer of B2B marketing agency Slack & Co., recently completed a two-year term as Chairman of the BMA, a time that saw unprecedented change in the B2B marketing field. Slack takes measure of his accomplishments during his tenure and talks about the major challenges that lie ahead for the BMA. Read full article.
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ADVERTISEMENT: BMA CareerLink - Apply Now! Marketing Manager - Wholesome National Starch LLC, NJ or IL Office Develop & Launch US Business Unit
Apply Today at the BMA CareerLink |
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The Mobile Marketing Association Benchmark Survey
 What's your bandwidth for mobile marketing? The Mobile Marketing Association, in concert with the Business Marketing Association, is conducting a survey in order to provide BMA members with a roadmap for mobile marketing. The survey will provide mobile marketing reference points so B2B marketers will be able to benchmark their own activities in the space. Read full article. |
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Editor - Matthew Schwartz |
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