Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.

 The B2B Marketing Advantage of LinkedIn

LinkedIn's network of groups is one of the best tools for business-to-business marketers looking to contribute to conversations related to their industry and establish themselves as thought leaders, according to WSJ’s Kate Mitchell. "Don't confuse this with only pushing your own agenda, but rather contributing a distinct point of view," Mitchell writes. Via The Wall Street Journal

For B2B Marketing, Email Should be Personalized and Targeted

Incorporating a marketing automation system makes taking the "personalized approach" easier than ever, says NetProspex Vice President of Marketing Maribeth Ross. "One of the best practices I've seen associated with that is making sure that any customer communications come directly from either their account manager or assigned salesperson." Via eMarketer

PR Giant to Set Up New Content Marketing Unit

Weber Shandwick is creating a new unit to capitalize on content marketing—a channel which advertisers have been increasingly interested in investing. Among the capabilities Weber Shandwick will market via MediaCo are native advertising and digital media buying. Via AdAge

Marketing Automation Software That Delivers the Most Data Wins

James Obermayer, executive director and CEO of the Sales Lead Management Association and president of Sales Leakage Consulting shares his views about the relationship between successful B2B marketing and using the best marketing automation and analytics tools. Via PointClear