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East Coast Swing

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by: Will Schnabel (@wschnabel)
12 February 2008

Last week I took a four-day trip to the East Coast to visit Vtrenz customers in New England and New York, and to learn of further opportunities to improve the services of our organization. Of course, I fully expected to run into travel issues due to a planned Super Bowl parade in Boston, but, unfortunately for New Englanders, it wasn’t meant to be. No matter how lopsided a contest can look on paper, ESPN always has it right when it says, “That is why they play the game.”  But even under gray skies and glooming spirits, the trip to the Northeast was very rewarding. 

One visit of note was with Brainshark in Waltham, Mass., a leading provider of on-demand solutions for the creation, publishing and tracking of rich media content. Those of us on’s AppExchange know Brainshark as the tool to use when providing an overview of our products. But its enterprise platform also provides for the much more robust delivery of presentations, e-learning courses and sales materials, not to mention marketing-related campaigns. As experienced marketers, we all know how applying rich media to our communications, if done correctly, can greatly improve response rates while providing a much more interactive and beneficial experience for our prospects. In fact, we used Brainshark’s own tool to “lure” them as a client. I encourage you to take a look at the firm’s offering; any opportunity we as marketers have to raise awareness of our messages above the clutter can pay off hugely in improved sales opportunities.

I also was fortunate enough to spend some time with Tom Stein, of Stein Rogan + Partners in New York City. Tom’s organization is one of the country’s leading BtoB agencies, and he has assembled an incredibly talented and creative group to meet the demanding needs of BtoB marketing organizations. In speaking with Tom, it is clear that organizations of all sizes are embracing the idea of automating demand generation, and are realizing the incredible benefit of closed-loop marketing processes. However, they’re also facing ongoing challenges as they try to understand the best methods, processes, and tactics to use across the various channels. Many organizations could benefit from developing an overarching strategy that aligns their brand, position, demand-generation activities, Web-site development and search strategies.  It is clear that Stein Rogan is well positioned to address many of these challenges for its clients, and I expect that the firm will continue to see an increased demand for its unique level of services.

To hear more from Tom directly, you can catch him in an upcoming Webinar by MarketingProfs: B2B 2.0 Expo, where he will be speaking on the future of email marketing in a Web 2.0 world.




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