Whitepapers

Techwire International MarCom Library

The Seven Deadly Sins of PR
Ford Kanzler, ManageSmarter.com

Public relations is well recognized as a broad and ever-changing field of promotion, one that offers huge potential for advancing causes, business, and political action. There are lots of ways of doing it right…as well as some clear pitfalls.
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White Papers Are the Most Influential Form of Collateral for Tech Buyers
Eccolo Media 2009 B2B Technology Collateral Survey Report

What is marketing collateral? Is it just a piece of paper you leave behind after a sales call? A simple list of product specifications for potential customers to download from your Web site? Or is it a more strategic tool in your marketing communications toolbox?
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Advice to B-to-B Publishers: Don't Lose Personal Sales Touch
Rance Crain, Advertising Age

Is the art of selling becoming too technical and impersonal? Are we in danger of relying on sales leads generated deep in cyberspace without any firsthand understanding of what our prospects really want?
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Disruptive Technology Equals Empowered Buyers
Mark Larson, President, Digi-Key Corporation

To suggest that the Internet is “Disruptive Technology” understates its true impact. As a tool of commerce, the Internet has created the greatest change in the buyer-seller relationship since bartering was replaced by money as a means of trade… Read More
Social Media and Online Impact
What’s RIGHT for B-to-B Marketers
Joel Goldstein, President, Goldstein Group Communications

Marketers are all a-twitter with social media today. Every conference and webcast  covers it, even Businessweek writes about how CEOs use it:
http://images.businessweek.com/ss/09/05/0508_ceos_who_twitter/index.htm)

What’s got everyone excited, however, is that true business applications and marketing advantages are starting to emerge… Read More
Don't Keep Up With Social Technology
Alexandra Samuel, Harvard Business Publishing
(This article, Don't Keep Up With Social Technology,was reprinted with permission from HarvardBusiness.org.
Copyright © 2009 by Harvard Business Publishing.)

This year it's Twitter. Last year it was Facebook. The year before it was Second Life. Zoom down from the technologies making headlines and you'll find a much longer list of must-join networks and must-have tools: the iPhone. Delicious. Cloud storage. Digg. LinkedIn. Kindle… Read More
Statistics Are No Use To Me
Paul Rose, Merchandise Mania

Are you sick of it yet? Marketing people all over the world telling you that the biggest mistake you can make in this economic crisis is to cut your marketing budgets. You need to spend more, you must borrow budgets from other departments, hell, sell a kidney if you have to but for God’s sake DON’T STOP MARKETING!!!!!! Read More
The Use of Social Media by Electronics Design Engineers
Study by the University of Chichester and Napier Partnership Limited

This joint project between Napier and the University of Chichester aims to understand whether engineers make use of social media, and if so whether social media provides an effective marketing channel to electronics design engineers in Europe… Read More
The Case to Keep Print in Your Marketing Mix
David Mammano, Founder/CEO, Next Step Publishing

Maybe you think I am trying to preserve print because it’s our company’s core product. I actually consider it our brand. But even though our printed magazine brings in the lion’s share of our revenue, it’s not why I’m trying to convince you that print is still tremendously relevant… Read More