‘B2B External Communications: How IBM conveys the value of complex products, spotlights innovative employees and entrusts employees with social media’ – MarketingSherpa Blog
Jessica Lorenz says, “B2B companies often face a struggle with communications to the outside world. Regularly, products or technologies are shrouded in secrecy with an occasional blimp on social media.
At &THEN 2015, Jon Iwata, Senior Vice President of Marketing and Communications, IBM, sat down with Daniel Burstein, Director of Editorial Content, MarketingSherpa, to discuss how B2B companies can have a voice in a consumer world.
Simply, Jon talked about how to communicate brands and products, how to establish authority and credibility among employees and how employees can become company advocates on social media“.
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