Summary: This case study was derived from an actual program used by a high-tech test equipment firm during their initial two-year start-up period. The business had no established brand recognition or customer base.
The company management worked with outside communication resources to develop strong support materials and to manage a small business marketing program of tradeshows, targeted emailing and a strong push into social media to match their target audience profile.
The social media allowed them to distribute “thought-leadership” content and build on-line relationships with key influencers within their prospect base. The media channels they used were: a company blog, LinkedIn Groups, Twitter, Face Book, YouTube, flickr, Marketwire, Pitchengine, and email.
Their commitment to an on-going investment in a steady but relatively low-cost program paid off. By January 2010 over 50 % of their meeting requests came from in-bound web leads. Their 2009 revenues tripled over 2008 despite facing the same economic downturn as everyone else in the B2B market. READ MORE
