Before I begin blogging away, I would like to mention that I just recently became a Canyonite and I am so excited to be a part of such a wonderful team. Each and every person here at Canyon is super nice and very professional.

Since my first day at Canyon, I have jumped right in on several projects to support public relations efforts for clients. One of the projects that I am working on is putting together a packet of information on why B2B companies should engage in social media and how it has changed them for the better.

I have done research and one of the success stories I’d like to mention is Expert Laser Services. Expert Laser Services launched its B2B social media campaign, “Destroy Your Printer Video Contest” to create brand awareness and generate traffic to the company’s website. The contest was promoted on the company’s blog and other social channels and it was definitely a success. It not only created buzz for the company, it increased traffic to its site, built inbound links and brought new business.

Now we have proof! Engaging in social media is changing B2B companies for the better because it provides better interaction with customers, and more customers means more business for your company.

How are you communicating directly to customers?

Innovation is an interesting concept in business. Every company is continually innovating to remain competitive, whether through designing new internal processes or creating new products and services. While innovation remains a key component of growth, most people, including myself, find it difficult to pinpoint those consumer needs that should be fulfilled.

I recently read an article titled, “Spark Innovation Through Empathic Design” in which the authors, Dorothy Leonard and Jeffrey F. Rayport, discuss the importance of observing customers when innovating a new product or service. According to the article, the problem with listening to customers through traditional approaches, such as surveys and focus groups, is that customers don’t know what they want. Therefore, they don’t know how to improve what they currently have. Consumers are so used to current conditions that they don’t think to ask for new solutions.

This is where observation comes into play. Observing customers in the act of using your product or service before conducting quantitative research can provide an in-depth view of their thought processes and can unearth needs they didn’t know they had. 

So the next time you’re launching an exciting new product line or improving upon an existing product or service, try observing your customers before having them fill out a survey.

Have you ever used observation techniques? Did it help you discover ways to improve your product or service?

I love working in public relations and I love writing press releases—the clever headlines, the catchy leads and the newsy facts. Press releases are considered by some to be the cornerstone of public relations. But, while I think press releases are important in PR, I’ll be the first one to say that not every event or announcement warrants a press release.

Too often companies issue a press release without any strategy behind it. Just because you write and distribute a press release about your company’s latest announcement or event doesn’t mean that media will line up to cover the story. Press releases have to be newsworthy. They require a well-thought-out plan and strategic thinking. They also require PR professionals who know how to pitch the story to media contacts.

So, when is a press release appropriate?

Personally, I believe, a press release should only be used to make a truly newsworthy announcement. New product launches, company expansions, awards, donations, special events and major company milestones are all newsworthy situations that, in my opinion, call for press releases. Obviously, each situation creates different story opportunities and should be analyzed individually to determine the best approach. Just ask your PR professional for his or her opinion. Or, ask me and I’ll help you out.

As a B2B marketer, I have learned that sourcing a quality list is an art. As marketers we have the ability to rent or purchase e-mail, telemarketing or postal lists. But, we must determine which vendor guarantees a high-quality and targeted list source.

Here are a few things to keep in mind when sourcing a list:

1. Lists are very expensive, so have a specific list criteria and targeted regions in mind.
2. A good vendor should be able to sort a list by a specific industry or product/service interest.
3. Be sure your e-mail/postal/telemarketing lists match if you are renting or purchasing more than one type of list.
4. There are some vendors that do not allow you to purchase a list, but they do allow you to rent a list. In this case, have a well-developed campaign to guarantee a good response rate.
5. Renting a list means you have to send your artwork to the vendor and they will send it out on your behalf.
6. When renting a list, the standard distribution rate of an e-blast is one transmission unless you pay additional transmission fees.

Now, you might be wondering where to source a list…we have found that Corpdata is a great list source if you are looking to purchase a list, and TechTarget is a good vendor to use when looking to rent IT leads.