tailieunhanh - Social Marketing To The Business Customer_6

Tham khảo tài liệu 'social marketing to the business customer_6', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Lead Generation 173 with two database management experts to monitor online forums and help solve problems. The experts were instructed to recommend any products they thought were right for the job even if the products came from competitors. It didn t matter that other companies may have picked up some incremental business from this activity within 3 months the two experts had built so much credibility that they were the single largest generator of new leads for the contractor. Marketo a marketing automation software company founded in 2006 does this really well. In growing from a few founders to a staff of more than 100 in a generally abysmal business climate it has demonstrated the power of being helpful. Content is how you market in today s B2B world says Jon Miller a Marketo co-founder. Marketo practices what it preaches and it packages creatively. For example the company partnered with JellyVision maker of the popular You Don t Know Jack trivia game for You Don t Know Jack About Online Marketing a fast-paced and fun takeoff that gently reminds players of what they still need to learn about their discipline. And by the way Marketo can help. It favors easy-to-read e-books over often ponderous white papers. Multifaceted resources called kits combine already available content like blog entries and checklists into one downloadable unit. Cheat sheets are tip lists that the company prints and laminates for distribution at trade shows. They go like hotcakes Miller says. The B2B Sales and Marketing Book Club is a minor stroke of genius. Authors donate sample chapters for free download in exchange for visibility. We probably have more people dedicated to content than any other company of our size Miller says. Another of our favorite examples of a be-helpful strategy is Clickable a New York-based search engine marketing firm. Facing a crowded market and a weak economy in 2008 the fledgling company recruited several of its experts to go forth and answer questions posted .