VOL 2  |  ISSUE 21
December 6, 2012                                                                                                             Editor - Matthew Schwartz
Thank you to our generous BMA sponsors:  Bloomberg  CNBC


Jamie Depeau
Jamie Depeau

One day after this year's U.S. presidential election the Lincoln Financial Group rolled out the latest iteration of its "You're In Charge/Chief Life Officer" advertising campaign, featuring a full-page ad in The Wall Street Journal. "Today is not just about who lives in the white house, it's about who lives in the red one, the brick one and the apartment house too. Because today it's about all of us," reads the ad, titled "Hail to the Chief Life Officer." The $14 million marketing campaign is a significant departure from previous marketing campaigns, said Jamie DePeau, CMO of Lincoln Financial Group, which captured the BMA's Communicator of the Year Award.

Several members of the national board of the BMA were recognized at BtoB's Best Awards, which took place last month in New York. Eduardo Conrado, senior VP and CMO of Motorola Solutions and BMA Chairman 2012-2013, and Kathy Button Bell, CMO of Emerson and incoming chairman of the BMA, got the nod as having the right stuff when it comes to B2B marketing. During the reception we asked a few senior marketing executives, from Dupont, IBM Corp, and Cincom Systems, about their budgeting priorities for 2013.


Christine Chariton
Chris Chariton

By Chris Chariton 

As B2B marketers, we are often reminded about the importance of working collaboratively with our sales counterparts, ensuring that we execute against complementary goals and objectives for the benefit of our organizations as a whole. And while there is significant value to building positive relationships with sales, the mindset of nurturing relationships with colleagues outside of marketing shouldn't stop there.


BMA New Jersey Chapter Event: The Eighth Annual NJ MarCom Holiday Networking Event

12/10/2012 | Madison, NJ


BMA Carolinas Chapter Event: The Best of B2B Marketing in the Carolinas

12/11/2012 | Charlotte, NC


BMA Philadelphia Chapter Holiday Happy Hour

12/12/2012 | Philadelphia, PA


BMA Chicago Chapter Young Professional Gamification Event & Holiday Happy Hour

12/13/2012 | Chicago, IL


BMA New York City Chapter Holiday Benefit

12/13/2012 | New York, NY 





Ann Handly
Ann Handley

Handley: Content marketing requires B2B marketers to alter their mindset


For B2B marketers courting the digital age, finding a way to wed data with original content is more than half the battle, according to Ann Handley, chief content officer of MarketingProfs. "When those two marry that's when you can get some really great marketing," said Handley, co-author (with C.C. Chapman) of "Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business" (Wiley 2010). "They're two sides of the same coin. It's part art, part data and content all the time." She spoke with BMA Buzz about the current trend lines in content marketing.


Nine out of ten marketers expect to spend more or the same on local marketing in 2013 compared with 2012. That's a key finding from a study by local marketing automation company Balihoo. However, just 23% of respondents said they are currently using local search registration and only 19% ranked it as a priority for 2013. The online survey, which garnered responses from 384 brand-marketing executives, found that despite the steady spending on local marketing national brands lack confidence in their local affiliates, with mobile marketing (53%), SEO (49%) and PPC (47%) identified as the top weaknesses.

HOT OFF THE PRESS            

Software trials abound, but marketing management is lacking >

Direct marketers embrace change, but worry >

Harnessing the unique benefits of b-to-b trade shows >
Optimizing the 'sub-optimal' >

Three marketing lessons from visiting Bloomberg's headquarters in NYC >

CMO Close-Up with Jamie DePeau, Senior VP-CMO, Lincoln Financial Group >

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VP, Qualitative Insights Account Management
Insight Strategy Group, New York, NY


Insight Strategy Group is a research-driven strategy firm that inspires its clients to build innovative and impactful experiences for consumers. Insight's business savvy team of social scientists melds quantitative muscle with qualitative finesse to meet its client's strategic challenges.

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