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Colorado Chapter of the Business Marketing Association Releases
‘Advice From The Top’ Book

B2B Marketing’s first ‘go-to’ best practices reference guide now available

DENVER, Colo., June 1, 2011 —The Colorado Chapter of the Business Marketing Association (BMA Colorado) today unveiled Advice From The Top: The Expert Guide to B2B Marketing, a new resource for business-to-business (B2B) marketers who want informed advice and proven best practices in today’s changing communications landscape. The handbook, authored by B2B marketing industry experts, was released during the opening day of the Annual BMA International Marketing Conference in Chicago, Ill. June 1-3.

Advice From The Top is an easy-to-use handbook developed by marketing professionals for marketing professionals. The contributing authors, members of the BMA Colorado chapter, are experts with up to 30 years of experience in industries such as healthcare, technology, financial services and higher education.  The book distinguishes itself by bringing together diverse voices and thinking from leading academics, corporate marketers, senior agency executives and seasoned consultants in a handbook-style format.

“The book is truly ‘advice from the top,’ as all contributors have 15, 20 or even 30 years or more experience practicing and mastering their areas of expertise,” said Gary Slack, BMA international chairman, 2009-11, and chairman and chief experience officer, Slack + Company. “All 24 authors demonstrate a deep understanding of how B2B marketing is evolving and showcase in their ‘advice’ the latest developments and techniques in their respective spaces.”

Chapters include advice on fundamental marketing topics such as lead generation, marketing and customer retention plans; helping sales and marketing work together; managing customer experiences; and using public relations to increase brand value. In addition, each chapter includes an illustrative case study.  The chapters are arranged in four sections: “Building Your Strategy,” “Developing Content,” “Implementing Your Plan” and “Measuring Your Success.” The lessons and case studies apply equally to Fortune 500 corporations and one-person businesses.

The idea for the book arose from a BMA Colorado exercise that explored ways to expand its educational offerings in order to further enrich the professional careers of members. The organization issued a call for chapters to its members, and from the many responses chose the 24 that now comprise the book.

“Every profession has its definitive texts. Doctors have Gray’s Anatomy, writers have The Elements of Style and we’d like to see Advice From The Top grow into that kind of role for B2B marketing,” said Carla Johnson, 2010-2011 BMA Colorado president. “We haven’t found a resource for business-to-business marketing professionals that has the breadth and depth of information in this book. We hope it finds a home on every B2B marketer’s bookshelf – always close at hand.”

Advice From The Top was authored by nearly 30 different marketing professionals including: David Ariss; Larry Brummond; Orlin Camerlo; Casey Demchak; Sam Eidson;  Susan Fantle; Lee Gallagher; Scott Gillum;  Lisa Haldeman;  Melanie Hughes Goetz;  Carla Johnson; Tom Kennedy;  Laurie Lavelle;  Lisa Miller;  Byron O’Dell;  Dr. Charles Patti;  Marcy Phelps,; Marian Robinson;  Yann Ropars;  Tom Schippert; Brett Schklar; Barry Seidenstadt; Cheryl Smith;  Kevin Thoma; , Dr. Maria van Dessel;  Michael Ward and Sandra Zoratti.

For more information or to place an order for Advice From The Top, visit The price is $29.95 per copy, $24.95 for BMA members and additional discounts apply for bulk orders of 50 books or more.

About BMA Colorado
The Colorado Chapter of the Business Marketing Association (BMA) enriches the professional lives of business-to-business (B2B) marketers through exceptional education and learning-based networking events with industry experts, thought leaders and peer groups. BMA Colorado inspires marketers to invest in themselves and their careers by gaining the insights, skills and connections unique to the B2B profession. For more information visit, email or call Executive Director Marilee Yorchak at 303-607-9957.


Media Contact:
Carla Johnson
2010-2011 President
BMA Colorado
Tel: (720) 219-3062

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