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BMA BUZZ - April 10, 2014

BMA14: Adamson challenges conventional wisdom
The ideas that helped reshape customer conversations in The Challenger Sale can redefine the role of marketing as well, says author Brent Adamson. The managing director of the Corporate Executive Board will present the challenger approach to marketing at the global BMA conference in May. He shared a preview of his ideas with Buzz. Read more.

Fountain Awards: Burns & McDonnell named best in show
Engineering design firm Burns & McDonnell earned the top honor at the 2014 Kansas City BMA Fountain Awards ceremony on Mar. 24. The company developed a multimedia campaign that helped almost double the amount of money its employees contributed to the United Way. Read more.

Advice: Creating a successful customer-retention plan
By Lisa A. Miller
"Should more of your marketing budget be spent finding new customers or should it be spent keeping the ones you have?" asks Lisa A. Miller in BMA Colorado's Advice from the Top. The director-strategic communications at Northwestern Mutual shares four steps that will help marketers develop a customer-retention plan. Read more.

PAPERbecause: Domtar campaign lifts brand awareness
All of the emphasis on the paperless office has given a certain plant-based resource a bad rap, says Rick Lyke, senior partner at Eric Mower and Assoc. He spoke with Buzz about the agency's work with sustainable manufacturer Domtar Paper. Lyke will join Paige Goff, VP-sustainability and business communications at Domtar, for an April 16 BMA Carolinas presentation. Read more.

Exploring content's influence on vendor selection
Most marketing departments devote about a quarter of the budget to content development and delivery, according to a recent study by the CMO Council, the Content ROI Center and NetLine. The report reveals the role that content plays in the B2B buying process. It also explores the ways that more than 350 buyers, influencers and decision makers consume and share content. Read more.