The New Way to B2B Marketing

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Presented by

Liz Trimaloff, Director of Marketing, Pearson School Group and Adam Mertz, Sr. Product Marketing Mgr, Jive

About this talk

In this interactive webcast you'll learn how Pearson, the world's leading education company with operations in over 60 countries, created a new communication channel that tightly aligns with its mission: Always Learning. Its new online community enables customers to more easily connect, share, and learn whenever and wherever they are. Liz Trimaloff, Director of Marketing for Online Communities, will share the organizational imperatives behind the initiative, its goals, the launch process, strategies for Pearson's own engagement in the conversation, and most importantly how success is measured. Hear Pearson's lessons learned: * creating a channel for customers to discuss their work - in this case, teachers and educators * providing a home for rich conversations outside of the short-form twitterverse and Facebook status updates * the criticality of combining the right technology with the right strategic guidance in maximizing success * supporting sales cycles that can be 3-5 years in the making by staying engaged with a multitude of influencers and buyers

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