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  • Your Connection to B2B
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Upcoming Events

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St. Louis

BMA St. Louis Chapter Event: The TAM Awards

9.22.14
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Middle East North Africa

BMA MENA Chapter Event: Digital Marketing Strategy and Planning

9.22.14
Research by ‘Smart Insights’ shows that nearly half of companies don’t yet have a planned digital marketing strategy. So we asked one of Dubai’s top lecturers and consultants from the Digital Marketing Institute Middle East to share key insights to help create digital marketing plans to grow your business.
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BMA Global

BMA Phoenix Chapter Event: Five Hot PR Trends for B2B Tech

9.23.14
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New Jersey

BMA New Jersey Chapter Event: BDO September Nonprofit and Higher Education Breakfast Session: Are You Ready for the Supercircular

9.24.14
Are You Ready for the Supercircular?
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Northern California

BMA NorCal Chapter Event: Dirty Secrets of Ad Technology with Dick Reed, CEO Just Media

9.24.14
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Houston

BMA Houston Chapter Event: Mixer at Revelry on Richmond

9.24.14
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Colorado

BMA Colorado Chapter SEPTEMBER ROUNDTABLE: CREATIVE CONTENT PRODUCTION IN TODAY'S MEDIA LANDSCAPE

9.25.14
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Milwaukee

BMA Milwaukee Chapter Event: Measurement & Analytics in the Social Sphere — Understanding Content for Purpose

9.30.14
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Carolinas

BMA Carolinas Chapter Young Professionals Event: Business & Beers

9.30.14
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Kansas City

BMA Kansas City Chapter Event: October Lunch & Learn: Marketing in the World of Relationship Selling

10.1.14
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Featured Items

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  • REPORT: Millennials as B2B Buyers

    As the Millennial generation becomes the dominant population in the workforce by 2020, they will also gain significant prominence as consumers of business-to-business marketing information, significantly influencing the decision-making process. As B2B marketers, we need to understand how technology adoption blurs the lines between business and personal information for Millennials, and what that means for how we look at the access and messages we use to connect with them. This report highlights specific characteristics of the Millennial Generation that impact our work as B2B marketers as we look to engage, nurture and foster relationships with this group as B2B buyers.   Learn More >

  • REPORT: Millennials in the Workplace

    Born roughly between 1980 and the early 2000s, the Millennial Generation emerges as the result of a variety of influences. As the first group to come into adulthood immersed in technology, they symbolize the most ethnically and radically diverse generation of modern times. Experts anticipate that millennials will transform the current workforce from one dominated by workaholic baby boomers to one predominantly composed of new age thinkers. This report highlights aspects of the millennial perspective, what to prepare for as their population and influence increase in the workplace, and how B2B companies attract them as employees.   Learn More >

  • Unravelling the issue of CMO as IT Supremo

    Gartner predicted some time ago that by 2017, CMOs would have more influence on IT purchases than CIOs. We gasped at this game-changing prediction, and at every event I have been to recently, someone has reminded us of this to illustrate how the landscape is changing—and how we all need to adapt fast.   Learn More >

  • Ramos: Steps to improve content marketing strategy

    Content marketing programs are not as mature as many marketers think, according to a Forrester Research report produced with input from BMA members. Analyst Laura Ramos spoke to BMA Buzz about elevated perceptions, untapped opportunities and the tools that can help marketers advance their own programs.   Learn More >

  • Welcome to the Future of Business Marketing

    As the incoming Chair of the world's largest association dedicated to B2B marketing, I have a unique perspective on the profession. In serving as the former Executive Director-Global Innovation and New Models at GE and now starting my own firm, Liguori Innovation, I see first-hand that business marketing is growing in stature and expertise, and I want to support the continued recognition of what we bring to the table.   Learn More >

Tags > Content marketing
PJA Advertising+Marketing released the final segment of its audio pilot program The Unconventionals last week, introducing listeners to Rubber Tracks recording studio in Brooklyn. Converse, maker of the iconic Chuck Taylor All Star shoe brand, operates the studio and invites up-and-coming musicians to use it for free. The bill lands on the desk of Converse CMO Geoff Cottrill.

Carla Johnson Principal Type A Communications Carla Johnson, principal at Type A Communications, specializes in the development of content marketing strategies that build brand engagement. She is a frequent contributor to BMA conversations about best practices and has built a client base that stretches across organizations including Motorola Solutions and the U.S.

Stratasys earned the Corporate Marketer of the Year honor at the annual BMA B2 Awards ceremony in May. The 3D-printing equipment manufacturer impressed the judges with its “Engineering a Difference” campaign, a series of video case studies launched on Facebook. Facebook is an unconventional platform for the company.

By Stephanie Schwab, principal-Crackerjack Marketing Most companies these days have some kind of content marketing strategy. We’ve all learned by now that content in its many forms—blogs, video, social media, even podcasts—is highly valued by customers and search engines alike. But does your content strategy extend far enough to attract the customers you want? It’s not enough to create content solely focused on your niche or core corporate topic.

Mike Moran Most marketers have a lot to learn about content strategy, says Mike Moran, senior strategist for Converseon and author of the best-selling Search Engine Marketing. “That isn't a bad thing as long as you acknowledge that and decide to get moving,” he tells BMA Buzz. Moran will point out the path forward during a full-day seminar for BMA-NJ members on October 28.

Debbie Qaqish Principal, Chief Strategy Officer The Pedowitz Group Many marketers struggle to connect their content marketing programs to revenue, according to a study released last month by the Lenskold Group. The solution goes beyond the mere adoption of marketing automation tools, writes Debbie Qaqish, principal and chief strategy officer at The Pedowitz Group, the revenue-marketing agency that sponsored the research. “Buying a piece of technology is not the answer,” she writes.

Michael Brenner BMA national board member Michael Brenner made headlines when he jumped from SAP to content marketing startup NewsCred. He joined the company as head of strategy in June. The role, he says, gives him an opportunity to extend content advocacy that he began inside SAP to a broader audience of marketers.

By Anthony Kennada, Gainsight Anthony Kennada Every marketing team worth its salt is building a content marketing strategy. The results are proven, built around the philosophy that selling value to potential customers before they’re ready to buy will lead to a sales discussion when they’re ready. We are programmed to favor products or services delivered by companies perceived to be market leaders.

Marcus Sheridan Marcus Sheridan built a content marketing strategy that helped his pool and spa company become an industry leader during a recession. The Sales Lion will share his digital marketing insights with attendees at the BMA14 Global Conference Connect2 regional event in Denver on Sept. 12.



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