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Previously Published in the BMA Buzz...
BMA Top Advice Book

Denver, Colo. — Dec 29, 2011 — Where do you go for the best B2B advice?  Straight to the Top!

In a world awash with marketing-management books, Advice From the Top: The Expert Guide to B2B Marketing stands out as a one-of-a-kind reference. Authors from BMA Colorado have marshaled the voices and thinking of diverse marketing experts — from leading academics to corporate marketers to senior agency executives and seasoned consultants.

By unleashing the best thinking of 24 experts, BMA Colorado has created a soup-to-nuts handbook that should be in the library of every B2B marketer. It is a book to read, re-read, scribble on, Tweet and blog about, read aloud to others, share with clients and staff, and sleep on.

Advice From The Top is designed to give you a “leg up” and serve as a catalyst for new ideas and creative solutions to today’s many marketing challenges. 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 the chapter’s educational offerings and enrich the professional lives of its members. The team, headed by VP of Education Rich Carvill, issued a call to its members, and from the many responses, selected authors to address the 24 topics that constitute the book, including:

Building Your Strategy
Marcy Phelps: From Zero to Strategy
Tom Kennedy: How to Develop Winning Marketing Plans
Brett A. Schklar: Creating a Fully Integrated Marketing Program
Orlin Camerlo: Expand Your Pipeline Through Integrated Teleprospecting
Lisa A. Miller: Keys to Creating a Successful Customer Retention Plan
Dr. Charles H. Patti: Successfully Managing the Customer Experience
Larry Brummond: Five Critical Success Factors for Entrepreneurs

Developing Content
Sam Eidson: A Roadmap for Conversion-Driven Marketing
Casey Demchak: Mastering Persuasive B2B Sales Writing Techniques
Marian Robinson: Why Value-based Content is King
Carla Johnson: Telling Your Company Story from the Inside Out
Tom Schippert: Ten Steps to Integrating Social Media
Dr. Maria van Dessel & Dr. Charles H. Patti: Just Give Me the Facts

Implementing Your Plan
Scott Gillum: Improving Partner Relationships
Laurie Lavelle: Ensuring Marketing Success Through Strategic Execution
Yann Ropars: Using PR 2.0 to Increase Your Brand’s Competitive Edge
Michael Ward: Lead Generation and Marketing Automation Strategies
Kevin Thomas: Marketing and Sales – Friends or Foes?
Cheryl A. Smith & Lisa Haldeman: Best Practices for Sales Enablement
Melanie Hughes Goetz: Inside Mirror Marketing Psychology

Measuring Success
Byron O’Dell: Driving ROI Into Today’s Marketing Programs
Sandra Zoratti & Lee Gallagher: Maximizing Returns on Marketing Investment
David Ariss & Susan Fantle: Proven Direct Marketing Demand Generation
Barry Seidenstadt: Using the Voice of the Customer to Measure Events

Advice From the Top: The Expert Guide to B2B Marketing was released on June 1 the BMA National Conference in Chicago. All attendees received a free copy.

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

Contact: BMA Colorado

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