B2B External Communications: How IBM conveys the value of complex products, spotlights innovative employees and entrusts employees with social media

by Jessica Lorenz
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 ...Read the full article

B2B External Communications: How IBM conveys value, spotlights innovation and utilizes social media

B2B companies often face a struggle with communications to the outside world – how much information is too much information to share with the public? Should employees be allowed to post work-related information or questions on social media? “Even though we are a B2B company, we want to be a company that is relevant to millions and millions of people,” Jon Iwata, Senior Vice President of Marketing and Communications, IBM, said. “You can call them consumers, you can call them future IBMers, future business decision makers, shareholders, neighbors.” In this interview from the MarketingSherpa Media Center at &THEN 2015, Jon Iwata sat down with Daniel Burstein, Director of Editorial Content, MarketingSherpa, to discuss how B2B companies can have a voice in a consumer world.