VOL 2  |  ISSUE 5
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March 1, 2012                                                                                                               Editor -  Matthew Schwartz

Thank you to our generous BMA sponsors: Bloomberg CNBC 


FEATURE ARTICLES

Bill Furlong
Bill Furlong

Since the BMA relaunched its Speakers Bureau last summer, more than 40 B2B marketing executives have signed on to participate in the program. That includes B2B marketing veteran Bill Furlong, VP- business development at online b-to-b advertising network Bizo and a longtime member of BMA Chicago. "It's a nice credential to have on your resume and it's a great networking venue because of all the other speakers who are involved," said Furlong. "It gives me an opportunity to tap into a group of B2B professionals who I may not otherwise be able to meet."

Sam Eidson
Sam Eidson

Sales and marketing alignment is one of the trickiest problems now facing B2B companies. One vehicle that some B2B organizations have deployed to close the gaps between sales and marketing departments is called conversion-driven marketing, according to Sam Eidson, a partner at interactive marketing agency 90octane and a member of BMA Colorado. In this book excerpt from "Advice from the Top: The Expert Guide to B2B Marketing," Eidson outlines some steps on how marketers can develop a conversion-driven marketing program.


With tongue-firmly-set-in-cheek, several B2B marketing execs talk about how winning a B2 Award can actually change lives. Take Michael Litchfield, VP and director of interactive media for Doremus, San Francisco. After winning a B2, Litchfield started to see the world in a "rosy, pink hue." And, oh yes, his hats no longer fit him. The effect on the folks at ad agency mobium was slightly different, as B2 winners cornered their own "cool table" in the company cafeteria. The B2 Awards recognize creative work across a wide array of marketing disciplines, ranging from global brand strategy to launches for products and services. The entry deadline for entries is March 15.  

 
In "Renewed call for entries for ACE Awards" (Feb. 16) the date of the 2012 ACE Awards was incorrect. The awards will be held on April 18.
THOUGHT LEADERSHIP

Dave Bulger
Dave Bulger

By Dave Bulger

Measure twice; cut once. With 2012 shaping up to be a banner year for uncertainty (a presidential election year and a global economy grinding to a halt are perfect-storm ingredients, to be sure), sound strategies and thorough planning can help you create a plumb line that will keep you on mission regardless of what the market throws at you. Here are seven concepts to consider for integrated marketing communications planning in 2012.  

UPCOMING EVENTS

B2 Awards

BMA Phoenix Chapter Event: Global Marketing - Two Perspectives

3/7/2012 | Scottsdale, AZ

 

BMA Milwaukee Chapter Success Seminar: How to Drive Business with LinkedIn and Social Media
3/8/2012 | Milwaukee, WI

 

BMA Minnesota Chapter Event: Strengthening the Industry and the Individual
3/13/2012 | Minneapolis, MN

 

BMA New Jersey Chapter Event: Impacting the Buying Cycle
3/13/2012 | Florham Park, NJ

 

SEE ALL UPCOMING EVENTS> 

 

BEST PRACTICES Q&A

Howard Sherman
Howard Sherman

Sherman: Turning marketing departments into 'Social Businesses

 

Doremus Network Analysis (DNA) is a new platform that allows B2B ad agency Doremus to draw databased insights from the multitude of social channels online. Howard Sherman, worldwide president of Doremus and a member of the BMA national board, spoke with BMA Buzz about the program, as well as the opportunity he sees for B2B marketers to turn their companies into "Social Businesses."  

 


BY THE NUMBERS

By The Numbers

A recent study has found a wide gap between attitudes toward using social media and the level of investment into social media. About 90% of marketing executives surveyed use social media marketing, according to the study, which was conducted by the Software & Information Industry Association (SIIA) and Lopez Research. Yet, at the same time, 55% of respondents said their company's marketing department spends less than 10 hours per week investing in social media and 35% said they spend between one and five hours per week on social media.

HOT OFF THE PRESS

Getting socially optimized with mobile marketing >

'What is the biggest marketing challenge you face this year?' >

4 ways to merge video and email >

The failure of marketing ROI >
Branding? You are the message >

I want to be a b-to-b professional when I grow up > 

 


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The Benenson Strategy Group is a globally recognized strategic research and consulting firm with a reputation for being energetic, agile and analytically aggressive. Founded in 2000, clients include presidential candidates, premiers and prime ministers.

Apply Today at BMA CareerLink

 


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