VOL 2  |  ISSUE 9
ARCHIVE  |  
May 10, 2012                                                                                                               Editor -  Matthew Schwartz

Thank you to our generous BMA sponsors: Bloomberg CNBC 

FEATURE ARTICLES

Jerry Alderman
Jerry Alderman

How B2B marketers can leverage technology to manage data and analytics will take center stage at the BMA's 2012 international conference. Jerry Alderman, CEO of Valkre Solutions, and Steve Liguori, executive director of global marketing at GE, will discuss how GE is using Valkre's Differential Value Proposition (DVP) software. The software is designed to help B2B companies gain a better understanding of why their customers buy from them versus their competitors. Leveraging technology to manage B2B data is "an emerging science, and it has a lot to do with speed," Alderman said.

Go and Grow

Al Maag, chairman of the BMA, needs to bone up on his Mandarin. Next week he's off to Beijing, China, to help kick off the BMA's "Go and Grow Roadshow." The program is an extension of the BMA's annual conference and is designed to help B2B marketers share and learn from each other about effective strategies and tactics for growing their organizations. "When I was given the reins of BMA it was my recommendation that we consider expanding on our big June event," said Maag. "The June event is a stellar program, but it's only one program."

 

Ace Awards

There were several winners of multiple awards at the BMA of New York's 30th annual ACE awards. The ACE Awards, which were presented last month in New York, recognize creative excellence in B2B marketing communications. Advertising agencies that won multiple first place awards include Bader Rutter, Doremus New York and San Francisco; Eric Mower & Associates, Gyro, Mobium, PJA Advertising + Marketing and SteinBrand+Partners. This year's Ace Awards had 56 categories, ranging from direct marketing to B2B2C campaign to website design. A complete list of the winners follows.

THOUGHT LEADERSHIP

Natasha Kesaji
Natasha Kesaji

By Natasha Kesaji

B2B marketers often dismiss targeted awareness efforts in favor of content and direct marketing activities. While webinar and case study e-pushes demonstrate knowledge and results, awareness-building programs are often more successful in generating demand for products and services and ensuring your organization's place in your target audience's initial consideration set.

UPCOMING EVENTS

BMA Minnesota Chapter Event: B2B Online Makeover

5/15/2012 | Minneapolis, MN

 

BMA Phoenix Chapter Event: Understanding the Essentials of Digital Public Relations
5/15/2012 | Scottsdale, AZ

 

BMA Colorado Chapter Member Only Event: Three Keys to Creating Your Career Roadmap
5/15/2012 | Denver, CO

 

BMA New Jersey Chapter Event: Mobile Marketing for B2B
5/15/2012 | Somerset, NJ

 

BMA New York City Chapter Event: Innovations in Sports Marketing for BtoB

5/15/2012 | New York, NY

 

SEE ALL UPCOMING EVENTS> 

 

BEST PRACTICES Q&A

Jason Young
Jason Young

Young: Mobile ad dollars sputter along, but gain momentum 

 

Mobile devices are all the rage, of course, but still have a relatively low share of advertising dollars devoted to the Web. U.S. mobile advertising spending in 2011 was just 4.7% of total ad spending online, according to eMarketer. However, time spent with mobile phones jumped 30% in 2011, compared with 2010, per eMarketer. "The forward-looking B2B marketers are certainly recognizing this and are viewing this not as nice to do but an urgent to do," said Jason Young, CEO of Crisp Media, who will take part in a panel discussion on mobile at the BMA's annual conference. "We certainly are expecting those percentages to increase rapidly."

BY THE NUMBERS

What's the sound of one hand clapping? Results of a new study show that the needs of U.S. small businesses are commonly ignored by the very companies that try to sell products and services to them. The study, which was conducted by Inc. magazine and Cargo, took the pulse of 546 small-business owners. Among the respondents, more than half (52%) said that brands are ineffective at marketing to them and 46% said that companies try to "sell to me versus talking to me."

HOT OFF THE PRESS

Marketers embrace digital content testing >

Study: Financial services companies use of social media 'amateurish' >

Will your second-half marketing budget be impacted by the economy or other factors? >
Lead generation: Are we entering a golden age? >

Your virtual identity: Be anonymous at your own risk >

Quit blogging and just go with... Facebook? >

 


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