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Countries as umbrella brands

By Tom Nightingale, president-sales and marketing, ModusLink

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How to build great b-to-b social content in three steps

Posted: April 10, 2013 at 11:51 am by Gail Moody-Byrd, SAP

Let’s begin with my core belief about social media: The key to success in social media marketing has little to do with your feature-rich platform, clever branding or well-honed messaging. Question: What then, you ask, drives success in social media marketing? Answer: Content about your product that is contributed by impassioned members of a community of practice that self-populates without the golden hand of the marketing team.  Read more

Marketing's newest adversary: Pricing?

Posted: April 08, 2013 at 1:01 pm by Tom Nightingale, ModusLink

Barrels of ink have been spilled and countless pixels have been consumed over the decades talking about the kerfuffle between marketing and sales, marketing and operations, and marketing and the CIO. While one would think that marketing just can't get along with anybody, we now have to add in a new source of strife for marketers: marketing and pricing.   Read more

Simple ways to market complex solutions

Posted: April 02, 2013 at 10:34 am by Lisa Dreher, Logicalis

Recently I had the opportunity to spend some time with Timothy Chou, cloud computing guru, former executive at Oracle and Stanford University lecturer, about marketing complex solutions. We discussed who marketers should really be targeting within an organization, how to get their attention and ways to open the conversation.  Read more

Does your thought leadership program need a PR campaign?

Posted: March 27, 2013 at 5:10 pm by Lori Wizdo, Forrester Research

B2B marketing leaders are striving to position their companies as “thought leaders".  And why not?  If you do not have a truly disruptive technology, product, service or idea (in which case you actually are a thought leader), being seen as a thought leader gives your company strategic differentiation. It helps you stand out in the cacophony of messages that your customers must sift through to find you. Given the complexities that B2B buyers face when making decisions for sophisticated solutions, your thought leadership might just be the most important part of your marketing program. It becomes part of your brand value. It converts you from a commodity supplier into a trusted advisor who can lead the customer to achievement of their vision.  Read more







 

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