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Upcoming Events

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Milwaukee

BMA Milwaukee Chapter Morning Workshop: What’s Happening on My Website? Using Google Tag Manager For Deeper Web Analytics

10.28.14
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BMA Connect2

BMA Connect2: Kansas City

10.28.14
Connect Through Content: How to Navigate Your Company’s Content Journey
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Colorado

BMA Colorado Chapter MEMBER ONLY EVENT: HOW TO FIND WORK YOU LOVE!

10.28.14
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Carolinas

BMA Carolinas Chapter Halloween Bash

10.29.14
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Colorado

BMA Colorado Chapter October Meet-up

10.30.14
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Carolinas

BMA Carolinas Chapter Event: CMI Content Marketing Master Class

11.4.14
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Milwaukee

BMA Milwaukee Chapter YP Event: What I Wish the Millennials on My Team Knew

11.5.14
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Philadelphia

BMA Philadelphia Chapter Event: Executive Breakfast Briefing

11.6.14
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St. Louis

BMA St. Louis Chapter Event: Business is Brewing: Two B2B Marketing professionals spill the beans on making coffee better, faster and cheaper

11.6.14
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Minnesota

BMA Minnesota Chapter Event: B-TO-B MULTI-CHANNEL MARKETING: WHAT WILL IT TAKE TO BECOME OMNICHANNEL?

11.11.14
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Featured Items

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  • Oct. 17 message from Chairman Stephen Liguori

    I’m thrilled to announce that the BMA will join forces with the ANA to further advance the B2B marketing profession and the expertise of our members. This decision is one of the biggest that the association has faced since our inception in 1922. Over the last few years, the BMA board has focused on delivering higher levels of value to members and expanding our voice in the B2B marketing community. We think this combination will do exactly that.   Learn More >

  • BMA and ANA announce plan to become the industry’s most comprehensive marketing association

    On Oct. 17 the BMA and ANA announced that their boards of directors unanimously approved plans for BMA to become a division of ANA as of November 30, 2014. The combination reflects the long-term strategies of both organizations to extend business-to-business marketing capabilities and intellectual brand-building capital through increased scale, focused resources, and broadened leadership.   Learn More >

  • CMI/MarketingProfs Release 2015 B2B Content Marketing Research

    B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends-North America reports on the findings gathered from the fifth annual content marketing survey conducted by Content Marketing Institute and MarketingProfs and sponsored by Brightcove. More than 1,800 B2B marketers in North American from diverse industries and a wide range of company sizes responded to the survey in July and August 2014. BMA served as the primary research partner for the report.   Learn More >

  • BMA researchers continue to define millennial impact on B2B

    Business marketers will need to adapt their practices to reach the influx of millennial buyers who are expected to control $170 billion within the next 10 years, according to new research from the Business Marketing Association.   Learn More >

  • Influence marketing: Developing a B2B program

    Influence marketing. It’s a topic that’s been on the rise for at least a few years now. As a marketer, you’ve surely heard about it, and you’ve probably even dabbled in it. But have you truly harnessed the power of influence marketing for your business-to-business company?   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.

Ann Handley Ann Handley doesn’t agree with your high school English teacher. Writing isn’t about topic sentences. It doesn’t follow a formula.

Robert Rose Business marketers widely have embraced content marketing tactics. We’re churning out blog posts and white papers and webinars. Now we must move on to the next step, says Robert Rose, chief strategist with the Content Marketing Institute.

Johnson Controls faced a challenge: The multi-industrial B2B company needed to get 170,000 employees who were spread across five distinct business units in 150 countries to tell the same story. Kim Metcalf-Kupres, vice president and CMO for the company, led the charge. She shared her experience with BMA Buzz as she prepared to deliver an Oct.

Lee Odden TopRank Online Marketing CEO Lee Odden is the mastermind of a plot to unseat that most notorious conference bore, the webpage dedicated to official speaker bios. In 2012, he produced a secret agent-themed ebook to introduce speakers at Content Marketing World, and the promotion went viral. He spoke to BMA Buzz about the development of an event marketing tool that has us talking about white rabbits, Google cranial implants and the musical genius of Tony Bennett.

By George Stenitzer, Crystal Clear Communications George Stenitzer Content marketing needs to provide buyers with a clear path through the purchasing process, especially for carefully considered, high-dollar B2B purchases. Otherwise, marketing won’t be able to meet revenue goals. 1.



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