Small B-to-B Firm Engineers a New Social Strategy
Author: Christine Birkner
Christine Birkner is a staff writer for Marketing News
. She can be reached at firstname.lastname@example.org
SummaryFor complex B-to-B services such as engineering, the socially networked world of Twitter, Facebook and Pinterest is mostly foreign territory.
It’s hard to authentically adapt a very technical B-to-B brand’s messaging to fit in the visually oriented, micro-messaging-based communication channels. But every B-to-B marketer knows that B-to-B buyers are consumers, too, and they’re spending their time in social networks just like everyone else, so B-to-B brands have to start communicating to potential customers where they are. New Orleans-based Trigon Associates decided to give it a try.
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