Leveraging SMEs' Insights for B-to-B Success
Published 1/2/2013
Author: Christine Birkner
Author Biography
Christine Birkner is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at cbirkner@ama.org
Summary
If you’re marketing a complex product—a highly technical B-to-B offering, say—you need to invest considerable effort into customer education. To communicate your brand attributes and
your value to your end user, you need to develop a thorough content marketing strategy that gets your messages across accurately and succinctly.
Kinaxis Inc., an Ottawa, Ontario-based supply chain management company, has built a wide portfolio of content including blogs, white papers and a video channel that hinges on specific
keywords to drive traffic to its website and reel in qualified leads. The company’s efforts have been recognized by the Content Marketing Institute for their integrated approach.
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