VOL 2  |  ISSUE 14
July 26, 2012                                                                                                                     Editor - Matthew Schwartz
Thank you to our generous BMA sponsors:  Bloomberg  CNBC


Kathy Doyle
Kathy Doyle

For most B2B events, plenty of customers and prospects don't attend the event in person. Online video and other digital platforms have helped to bring some of these folks into the fold, of course, but they leave a lot to be desired from a lead-generation standpoint. Now, that's starting to change. "The difference now is that the technology is able to deliver these experiences that are very robust," said Tony Lorenzo, founder of bXb Online, which produces online programming that combines face-to-face events and digital platforms. Marketing live events through online channels can be "highly interactive and it's not just a YouTube channel."

Marcy Phelps
Marcy Phelps

Run a Google search. Download a white paper. Watch an online video demonstrating a new product or service. In the digital age B2B marketers have an ample supply of media channels to tap into for market research. The trick is tying all of the information together and attaching it to the company's overall goals, according to Marcy Phelps, founder and principal of Phelps Research and a member of BMA Colorado. In this book excerpt from "Advice from the Top: The Expert Guide to B2B Marketing," Phelps shares some best practices on how B2B marketers can map out an effective research strategy.



Sima Dahl
Sima Dahl

By Sima Dahl

Does your company have a social media policy? If not, I have a few questions for you: Is your policy written in plain English and easy to understand, or did lawyers get their hands on it? Does it encourage employees to lend their voices to your company's social streams, or is your social media policy so prohibitive that no one dares to make a peep? Do you regularly offer training and guidance to your employees, or are they left to navigate the Wild West of social media on their own?


BMA Philadelphia Chapter Summer Happy Hour

8/1/2012 | Philadelphia, PA


BMA St. Louis Chapter Event: Pitching Business News Stories to the National Media - Insider Secrets
8/2/2012 | Clayton, MO


BMA NorCal Chapter Monthly Meeting: Spinning Up Tornadoes on the Web: New Patterns of Adoption in the Age of Digital and Social Marketing

8/2/2012 | Santa Clara, CA 


BMA Minnesota Chapter Event: Optimizing the Customer Experience
8/9/2012 | Minneapolis, MN


BMA Southern California Chapter "Driving Revenue Growth through PR Initiatives"






Jeff Ogden
Jeff Ogden

Ogden: How to monetize online video let us count the ways 


In May B2B marketing veteran Jeff Ogden rolled out Marketing Made Simple TV. The online-video program, which runs on Thursday at 12:00 ET, is being streamed via Digital Brand Marketing, Vimeo, YouTube and other online-video channels. It tackles a wide range of B2B marketing topics, ranging from lead nurturing to mobile marketing. "We're really working on the syndication of the show," said Ogden, president of Find New Customers, who is host of the show. "It takes a while to build up the content and get things going." Ogden, who is a member of BMA NY and BMA New Jersey, spoke to BMA Buzz about how he is pushing the show.


cell phones

Marketers are starting to shift gears on their mobile marketing efforts. Mobile websites and apps are currently the most widely adopted mobile marketing tactics, used by 46% and 45% of marketers, respectively, according IBM's "The State of Marketing 2012" (per eMarketer). Among those marketers without mobile Web or app strategies, roughly 33% said they planned to implement one during the next 12 months, the study said.

HOT OFF THE PRESS            

Trends in data analysis offer opportunities, challenges >

IPads, tablets: A developing asset for sales >

Big data kills by a thousand cuts >
Twitter introduces Targeted Tweets for advertisers >

3 tips to integrate social, email successfully >

How can I demonstrate the impact of my email campaign? >


ADVERTISEMENT: BMA Career Link - Apply Now!

Marketing Excellence Manager/Innovation Facilitator
Ingredion Incorporated, Bridgewater, NJ


Ingredion Incorporated (formerly Corn Products International Inc. and National Starch) is a leading global ingredients solutions provider specializing in nature-based sweeteners, starches and nutrition. It serves 60+ sectors in food, beverage, brewing, pharmaceuticals and other industries.

Apply Today at BMA CareerLink



Interested in advertising with BMA BUZZ? Contact Michael Greskiewicz at (630) 696-4017.

 Business Marketing Association

1833 Centre Point Circle, Suite 123,

Naperville, IL 60563