B2B companies have a story to tell A recent McKinsey Quarterly featured an interesting case study and interview with Jennifer Aaker and Andy Smith, the authors of The Dragonfly Effect. Using the example of how non-profits leverage social media with effective storytelling, they offer some helpful ways that companies can do the same. The concept [...]
Your message may be a square peg in a round hole. B2B technology marketers face a difficult challenge, they have to explain both the business value and the technical value of their product to their customers and prospects. And many do this by weaving the two stories together, to create one product and company message. From [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 – [...]
