Extending the reach of social
By Matthew Schwartz
David Blaza, VP of UBM Electronics, in January took the reins for revenue and product development for several UBM brands, including Design News, EDN and EE Times. Blaza is also in charge of the sales teams for these products. The new responsibilities are a result of a recent management change at UBM Electronics.
Media Business: What are your plans for product development?
David Blaza: One of the biggest developments in our industry right now is social media in the form of b-to-b marketing, so many of our sites, publications and events are participating in social media extensions. EDN.com will relaunch (this month), and I think the social media activation of our properties is a big part of what we're doing.
MB: How do you improve sales and marketing alignment internally?
Blaza: We're big users of our internal wiki for sharing information across all divisions and, from a sales point of view, we're very heavy Salesforce.com users. Those two have really helped us with internal communications. We also have a Partner Services group which manages pre- and post-sales support, and takes some of the heavy lifting away from the sales execs so they can do what they should be doing, which is selling. The group helps with proposals and putting all of the (sales and marketing) elements together, as well as the execution.