Good B2B marketing communications shouldn’t feel like marketing. For B2B marketing communications professionals, the challenge is identifying the story behind all the technical specifications and producing content that tells the story. We still need to produce technical content, but do so within the context of a larger story. The larger story should engage our technical audience. Then leverage the technical content to justify the buying decision. Learn more…

For B2B technology and industrial marketers, social media has become an integral part of the B2B marcom mix. Presenters at a June 28 Business Development Institute panel on B2B Social Communications explained how they’ve integrated social media into their marcom mixes. Companies including AECOM, Affect, Cisco, Citi, and Deloitte shared that embarking on social media is less about the ROI of the specific social media endeavor and more about the integrated effect of social media on the business. Learn more…

Are B2B Are B2B companies really connecting or are we using bullhorn disguised as social media? I’m bringing this up because I’m as guilty as some B2B marcom folks who put out good, relevant content on the various social media outlets, but fail to make a real connection with real people. Continue Reading