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For the last few years during the BMA's annual meeting several volunteers working for the association have helped to spread the word about the contents of the meeting via Facebook, LinkedIn, Twitter and YouTube. But a funny thing happened on the way to the latest BMA forum.
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 | | Carla Johnson |
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B2B marketers seeking to boost the visibility of their brands may be overlooking a key ingredient in telling their stories: their corporate history. But framing your corporate history into a timeline with company milestones won't make an emotional connection with customers and prospects, says Carla Johnson, a principal at Type A Communications and past president of BMA Colorado. In this book excerpt from "Advice from the Top: The Expert Guide to B2B Marketing," Johnson provides several tips on how marketers can build their brands by sharing their corporate history.
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Al Maag, chairman of BMA, was attending a community relations meeting in Phoenix earlier this year when he sparked up a conversation with Randi Scott, a DJ at KLSX Classic Rock in Phoenix. "We were talking about our favorite songs and I thought-we should ask [BMA] members what they think," said Maag, chief communications officer at Avnet Inc. and longtime member of BMA Phoenix. "One of the things I said when I took over as chairman is we're going to try and have some fun, and [getting together] doesn't always have to be about business."
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 | | Tom Jacobs |
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By Tom Jacobs
The evolution of the Web has given rise to a new B2B buyer - one who is more interested than ever in pre-purchase research. Though peers have been historically viewed as credible resources, per a 2011 study from ITSMA (Information Technology Services Marketing Association), solution providers have emerged as the primary source of information for buyers in the early stages of the purchase process.
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 | | Ruth Stevens |
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Stevens: B2B marketing automation is not a 'silver bullet'
Ruth Stevens consults on B2B customer acquisition and retention marketing and teaches marketing at Columbia Business School. Stevens, former director of direct marketing, North America, for the IBM hardware, software and services brands, spoke to BMA Buzz about how B2B marketers can leverage lead generation and why listening is at the core of building a better social media strategy.
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 The job market for marketing managers is on the upswing. By 2018, the job market for senior marketing executives is expected to grow 12%, adding 21,900 openings in marketing management, according to Marketo's blog. Management of companies and enterprises topped the list of the five industries with the most jobs in marketing management, followed by computer systems design and related services, management, scientific and technical consulting services, insurers and software publishers. (The information was gleaned from bls.gov and salary.com.) |
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Sponsor Recognition:   Interested in advertising with BMA BUZZ? Contact Michael Greskiewicz at (630) 696-4017.
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Business Marketing Association
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