The beauty of Amazon.com is the personalized recommendations the online retailer provides as you get into the sales funnel. B2B marketers need to take a similar approach to lead generation, said Brian Halligan, CEO of HubSpot, a marketing software company. "B2B marketers need to start thinking more like Amazon, Netflix, Pandora and other digital platforms," he said. "The more you use the site, the smarter the site gets, the more personalized the site gets, the more you buy, and the more you go back there."

The BMA of NYC is calling for nominations for the 2012 ACE Awards. Next year's show will be the 30th anniversary of the B2B awards program, which honors the best creative in B2B marketing communications. "When it comes to creativity and business impact - whether expressed in an integrated campaign, a social campaign, broadcast or any other significant venue or channel - the ACE Awards are what great creators gun for," said Tom Stein, president-CEO of B2B ad agency SBPA + Partners, and BMA national board member. The BMA of NYC is expecting 500-plus entries for next year's awards program, which is scheduled for April 25, 2012, at the Edison Ballroom in New York City.

By Cary Kanno

As B2B marketers, much of our communication is done through direct mail, websites, emails, and brochures. In all of these media the very first thing that the recipient comprehends and processes is the overall visual stimulants: the colors, the layout, the images, the fonts and the topography. This initial opinion shapes the attitude and tone with which the rest of the marketing piece will be reviewed. As (or if) the reader continues through the content of the piece his or her initial perception will either be reinforced or negated.  

BMA Colorado Chapter Community Service: Junior Achievement In-A-Day
11/11/2011 | Lone Tree, CO 

BMA Minnesota Chapter Event: Reinvigorating Your Brand
11/15/2011 | St. Paul, MN  

BMA Houston Chapter 2011 Lantern Awards Gala & Exhibition
11/15/2011 | Houston, TX 

BMA Chicago Chapter Breakfast Seminar: B2B Pricing - Capturing the Profits You Earn
11/16/2011 | Chicago, IL  

BMA Philadelphia Chapter Event: Events - Google+ What You Need to Know: A BMA Daybreak Dialogue
11/16/2011 | Conshohocken, PA 

SEE ALL UPCOMING EVENTS> 

Wiley: B2B marketers need a '360-degree' mentality 

For Hugh Wiley, publisher of Bloomberg Businessweek, it's a natural for the publication to sponsor BMA's national conference next June in Chicago. "BMA is a long-standing flagship organization for a space that we value and market to," he said. "The B2B audience is core to what Businessweek markets to." Wiley, who joined the BMA national board in September, recently spoke to BMA Buzz about some of the trends in B2B marketing and how B2B marketers can cater more closely to their customers and prospects.  

There is an 80% chance of a company losing more than 20% of its value at least once during a five-year period, according to the Reputation Review 2011 report. The report, which was recently released by the Aon Corp., and Oxford Metrica, focuses on the importance of corporate reputation and how it is under an ever-growing amount of scrutiny. "Volatility is in every market and leaders must arm their organizations with iron-clad reputations, supporting their brand with value and integrity," said Phil Clement, Global Chief Marketing and Communications Officer at Aon Corp., and BMA national board member. "The 2011 Reputation Review serves as a reminder for some and a wake-up call for others."

QR codes provide an added integrated dimension >

Managing multiple products in your direct marketing campaign >

Boost holiday email marketing success, part one >

Get on the social media bus... but get real, Part 1 >

Study: Social budget, lead success closely match >  

Marketing Manager - Enterprise

Career Builder   

As the global leader in human capital solutions, we help organizations target and attract their most important asset - their people. We use world-class technology, data-analysis, a comprehensive partner network and superior customer service to match the right people with the right jobs.

Apply Today at BMA CareerLink