BtoB

With 2009 behind us, what are you looking forward to in the new year?

Gina Sandon, VP-marketing Initiate Systems

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Let's agree that we are all happy that last year is behind us. In striving to do more with less in a challenging year, one program has demonstrated great promise for b-to-b marketing. In 2009, Initiate Systems fully embraced social media. I was unconvinced before we started, but the zealots on my team presented a compelling case. We established a deliberate methodology and, by leveraging traditional public relations assets such as press releases, bylined articles and white papers, we expanded our reach and following with blogging and tweeting. While we have more to learn more about how to engage our audience in a productive and effective way, early results have exceeded our expectations. We believe the opportunities are significant and our constituents are telling us that they appreciate it. The next step is to understand better how much to invest in these strategies and how to measure the results. In 2010, I'm looking forward to increasing the level of conversation with customers, prospects, partners, and employees through the use of social media platforms.
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