New media here to stay, say panelists at ‘BtoB’s’ NetMarketing Breakfast

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Chicago—How b-to-b marketers can effectively deploy new-media technology to engage customers and prospects was the focus of BtoB’s NetMarketing Breakfast Thursday.

“Simply using print materials and brochures to reach customers is not enough anymore,” said Linda McGovern, director of marketing communications at USG, who recommended using a combination of online and offline vehicles to connect with customers.

McGovern was joined by panelists Eduardo Conrado, VP-global business and technology marketing and communications at Motorola Inc.; Michael Friedman, senior marketing manager at Zynx Health, a subsidiary of Hearst Corp.; and Barbara Mousigian, senior director of e-commerce at CDW.

The panelists stressed the need to understand customers’ and prospects’ goals, concerns and values to determine the best ways to approach them. Using online technology to ask questions, gather data and initiate relationship marketing were touted as the most successful tactic to learn how to customize products and services.

“We have to nurture these online relationships,” Friedman said. “We realized that we have to interact with our customers in a different way.”

Panelists also said that b-to-b marketers are embracing innovative technology on par with or beyond their b-to-c peers. One example is the use of video as a marketing vehicle.

“Video case studies are probably one of our best drivers,” Conrado said. “We’ve had a lot of success in b-to-b.”

Motorola now has an archive on its site of the 10-minute video cases. These clearly engage viewers, Conrado said, noting the majority of viewers watch a clip for at least eight minutes.

—Tequia Burt

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