Posts Tagged ‘listening tools’

Social media: Insights from an in-house specialist

Monday, January 18th, 2010

Most B2B companies are just beginning to dip their toe in the social media marketing waters.  Consequently, I was delighted when Alan Belniak, the newly appointed Director of Social Media Marketing at Parametric Technology Corporation (PTC) agreed to an interview about how his company is approaching social media and why.

My questions appear in bold followed by his answers.  Here’s what he had to say:

Why did PTC create your position?

This is a preview of Social media: Insights from an in-house specialist. Read the full post (1838 words, 2 images, estimated 7:21 mins reading time)

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Posted in Marketing communications programs, Marketing strategy, social media, social media marketing | 2 Comments »

What are your marketing priorities for 2010?

Wednesday, December 30th, 2009

A quick search on Google indicates that surveys about business-to-business (B2B) marketing priorities tend to concentrate on tactics–rather than strategy. They also tend to focus on investments in various types of promotional activities, rather than the greater marketing picture. As for strategy, at least one survey seems to indicate that in a tight economy, B2B companies rank demand generation first and then raising awareness.

What happened to the focus on the customer?

The irony is that gaining deeper insights into customer, or prospect needs, rarely shows up as a priority, let alone a high priority. Why not?

This is a preview of What are your marketing priorities for 2010?. Read the full post (638 words, 1 image, estimated 2:33 mins reading time)

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Posted in Buying process model, Internet marketing, Marketing communications programs, Marketing strategy, social media | 2 Comments »