This past Spring, we started doing a couple of interesting multimedia projects for our clients where we repurposed their webinar content into small, bite-sized snippets that could be easily shared across social media channels.
The projects were so successful, that we’ve decided to launch our ‘webinar repurposing’ as a service called MarketPlane Webinar Concentrate. Although it’s [...]

Are you a B2B technology marketer exploring how to use Social Media to promote your company, products and brand? We invite you to watch our On Demand webinar, which covers the following key points:

Why B2B marketers should build Social Media campaigns
Best practices and case studies on social media successes from the B2B technology segment
Examples and [...]

I attended the TechTarget Online ROI Summit ‘09 East yesterday in Boston. Thanks to the TechTarget organization for a complimentary invite.
Here are my takeaways from the event -
The shift to online media is showing up in the topline and bottomline of media publishers like TechTarget. In a year where more than 120 print magazines closed shop in 2008,  TechTarget [...]

Last week, Gartner released a report discussing four different ways enterprises can use Twitter for business. The two obvious methods include “Direct,” where the company uses a Twitter account as a direct marketing and PR channel, and “Indirect,” where employees Tweet as representatives of the company.

 
Social technologies have quickly gained prominence as an effective tool for B2B technology marketing. We have advised clients on launching new products using social media, generating demand for their products and services, augmenting or replacing their traditional PR outreach, and building customer loyalty through user community development. We have also been exposed to projects where social technologies have been [...]

With the explosion in the number of online tools to complement traditional methods of outreach – marketers now need to fine tune their strategy. Why use a megaphone when what is required is the one-on-one sharing of an insight with a prospect far along the buying cycle? Why look for larger crowds when you can identify which group among the milieu offers the highest potential buyers? Marketers now need to sharpen their communication – micro segmenting and micro targeting not just buyer profiles but their stage in the buying cycle.

I’m a fan of Seth Godin. His books and posts are concise, thoughtful, and almost always give me something to think about. Last week he wrote a post of particular interest to B2B technology marketers, entitled “The rational marketer (and the irrational customer).” In it, he wrote about the key problem B2B marketers face [...]