In the past, B2B integrated marketing communications was about control—ensuring that the B2B marcom mix had consistent brand messages, tone and approach. Social media is about letting go of control but offering a framework. Learn how B2B social media has impacted B2B marcom managers.More…

Keywords are the glue that ties your B2B integrated marcom program together. It’s also good “lead gen juice.” Whether you’re running a branding campaign or a product- or market-specific program, leveraging your keywords in the content you develop can have a greater positive impact on search results and helps you provide content that your target audience is looking for. As a result, you generate more qualified leads. The first step is to know your keywords and monitor them.