BtoB

'How are you managing content for marketing?'

Mark Wilson, VP-corporate marketing, Sybase Inc.

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“If you don't have something interesting to say, don't say anything. While it has never been cheaper to get a piece of content in front of a b-to-b buyer, b-to-b buyers have never been more efficient in parsing bland content. Compelling content gets us to act, and it quickly finds us through social media. Sybase searches across our product experts, customers, partners and salespeople for insights. Our bloggers, including two ex-reporters we've enlisted as "brand journalists,' turn these insights into content we distribute across YouTube, Twitter, LinkedIn, Facebook, our website, direct marketing and traditional media channels. This works for us.”
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