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Accenture and Monsanto Co. were named Corporate Marketer of the Year for 2011, the first time in the B2 awards' 34-year history that two B2B companies have shared the honor. BMA Chair Al Maag presented the top B2 winners from Chase Field, in Phoenix, Ariz., the site of this year's Major League Baseball All-Star Game. The 2011 B2 awards included 700 entries, vying in 29 different categories encompassing the B2B marketing field, ranging from integrated marketing campaigns to advertising to branding & identity. The B2 Awards recognize superior strategic B2B campaigns by corporate marketers and agencies.
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Consumers are increasingly using their smartphones and tablets to seek and share information about products and services as they move down the path to purchase. Google's Jim Lecinski, calls this the "Zero Moment of Truth" (ZMOT). At the BMA's annual conference, Unleash 2011, Lecinski, managing director of U.S. sales & service and Chief ZMOT Evangelist, talked about the ZMOT and why it is so crucial to B2B marketers' ability to help drive the business.
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By D. Keith Pigues
Amazing things happen when an organization thinks first about how it can help its customers grow their profits. Really, the days of defining winning based solely on your own P&L are over. Today's leading B2B companies are focused on making more money for their customers-and doing it better than the competition-while also getting their fair share in return. This redefines what it means to truly win with customers.
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Mayfield: QR Codes should be another tool in the B2B arsenal
QR codes have been around forever, of course. But with the rapid proliferation of smartphones and other mobile devices, QR codes are suddenly cool throughout the B2B world. "QR codes aren't new, but they have new buzz and feel new to everybody," said Elton Mayfield, partner of er|marketing, who is a director on the BMA National Board and President of BMA Kansas City. "It feels 'new,' but if it makes sense for your brand, try it." Mayfield spoke with BMA Buzz about some of the ways B2B marketers can capitalize on QR codes.
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Manufacturing managers and engineers use a blend of both new-media venues as well as traditional media channels when they consider purchasing products and services, according to a new survey. The survey, conducted by Gardner Research, took the pulse of 1,885 manufacturing executives, product managers and engineers. It found that nearly 90% of respondents use trade magazines, search engines, supplier Websites or industry Websites to find new product and process information. |
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Product Manager - Zee Medical Inc. A McKesson Company Keeping people safe starts with the chain of events you initiate when you work with ZEE Medical, Inc. We're committed to creating a safer, healthier and more productive workplace by providing unequaled customer service, training, education and products. Apply Today at BMA CareerLink |
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Editor - Matthew Schwartz |
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