FIR B2B

Hosted by Paul Gillin and Allan Schoenberg, FIR B2B will cover the latest news in B2B communications, interview practitioners at innovative companies, and present weekly ideas and tips for making the most of online and in-person conversations. Paul is a veteran B2B journalist and co-author of the 2011 book, "Social Marketing to the Business Customer"; Allan is the London-based Executive Director of Corporate Communications at CME Group.

Thursday, December 11, 2014

FIR B2B #20: Indium’s Awesome Engineers

FIR B2BIn this episode:

News & Trends

A new study finds that online customer reviews are just as important to B2B marketers as they are to B2C marketer. The finding underscores the need for B2B companies of all types to have influencer review programs.

Jon Spenceley, Community Marketing Manager at Vidyard, write an interesting piece entitled “The Optimal Length for B2B Videos Throughout the Funnel.” He suggests that while top-of-the-funnel videos should be limited to 90 seconds or so, lower-funnel videos can run much longer. It all depends on what kind of content the prospect is looking for.

Facebook is clamping down on overly promotional material in its network. The objective is to get marketers to pry open their check books, but this campaign might also drive more companies to use Facebook primarily as a customer service tool rather than a marketing instrument. Facebook also plans to launch a social network for use behind the corporate firewall, possibly as a test of a backdoor play against LinkedIn.

Twitter search now includes the entire Twitter history, which is awesome!

Special Guest: Rick Short, Director of Marketing Communications, Indium Corp.

Indium, a maker of metal alloys for high-tech manufacturing, has one of the most creative and successful inbound marketing campaigns we’ve ever seen. It focuses on connecting engineers to the highly technical customers they serve, with Indium experts helping customers solve problems in exchange for contact information. It’s paying off so well that the company can afford to increase its focus on lead quality because it has more than enough leads in the hopper.

Rick Short championed the "From One Engineer to Another” more than five years ago. His perspectives on the role of marketing as an enabler of conversations rather than a messaging firehose is one more marketers need to hear. The success of the program certainly confers him with credibility.

Check out Rick’s blog.

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About Your Host

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 12/11 at 09:19 AM
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Monday, November 24, 2014

FIR B2B #19: Doubts about Social Media’s Lead Gen Potential

FIR B2BIn this episode:

News & Trends

Two new surveys cast doubt on the value of social media as a lead generation vehicle. A Hootsuite survey found that the top three value propositions cited by respondents relate to ongoing customer engagement rather than lead generation. A separate Software Advice study looked at cost per lead compared to lead quality and found that traditional tactics like events and e-mail marketing have the best returns. Organic social media marketing and social media advertising, which have some of the lowest costs per lead, also produced the worst quality leads. The big loser was online display advertising, which finished near the bottom in lead quality and near the top in lead cost.

Writing on the Biznology blog, Heather Lloyd Martin asks, “Are you tired of playing Google’s game?” She cites Google’s frustratingly frequent changes in direction as a reason for marketers to diversify their platforms beyond the search giant’s. Her advice: Use email newsletters, guest posts and off-line vehicles like direct mail and events.

HubSpot has “43 Bright Ideas for Promoting Your Lead Gen Content,” and many are very good and inexpensive. Use blog posts, podcasts and SlideShare as well as signposting across all of your owned properties to make visitors aware of your content assets. Don’t just assume that because you post it they will come.

Special Guests: Don Lesem and David Wagman of IHS and Engineering360

Our special guests are Don Lesem, vice president of Digital Media and Engineering Insight at IHS, Inc. and David Wagman (left), editorial director of Engineering360, which is the company’s newest information and community portal. IHS has provided information and analytics across a variety of industries for more than 50 years. Since going public in 2005 it has acquired dozens of companies and expanded its services to include communities and news as well as deep insight and reports. IHS now has community sites in maritime, aerospace & defense, electronics and engineering as well as smaller specialty sites for data sheets and airport management. Future launches are being considered in auto transportation and chemicals.

Each portal provides curated and original content written by knowledgeable freelancers, with the focus being on educating and informing the audience rather than selling services. Marketers should regard them as legitimate media outlets for vertical audiences as well as potential sources for placing thought leadership content. David Wagman explains how the day-to-day news reporting process works, what he’s doing to better understand audience needs and how marketers can work more effectively with his team.

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About Your Host

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 11/24 at 11:21 AM
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Tuesday, October 28, 2014

FIR B2B #18: John Fox on Why Marketers Need to Get Out of the Office

FIR B2BIn this episode:

News & Trends

Only a minority of marketers are satisfied with their content marketing efforts, according to the annual Content Marketing Institute/MarketingProfs survey. But only about one-third have a documented content marketing strategy and even fewer measure ROI. Could there be a correlation there? If you don’t have measures of success, your program will fail.

New research by The Economist Group and Peppercomm finds that B2B buyers define “quality content” as that which “contains timely or unique information,” “helps me to understand a complex issue in simple terms” is interesting or presents a unique perspective. So there are some guidelines marketers can run with.

Marketo continues its creative series of e-books with a new one called Real Marketer Stories that presents one tip from each from 20 marketers. What’s cool is how Marketo packaged the piece in a colorful comic book format and designated each marketer with a “superpower.” Creativity often comes from taking a different approach.

It’s perhaps not surprising that 94% of B2B buyers report conducting some degree of research online before making a business purchase, and that 55% do so for at least half of their purchases. But what’s really interesting about this new research from Acquity Group is that more than 83% of buyers say they use supplier websites to conduct research. The bad news: only 37% say those resources are useful.

In an excellent example of how a company is getting outside its comfort zone to reach a new market, IBM is teaming up with Wharton to offer CMO education. Perhaps the forecast that CMOs will soon spend more on technology than CIOs has something to do with that.

Special Guest: John Fox

This week’s guest is John Fox, president and founder of Venture Marketing and a self-described CMO-for-hire. John has led the launch or re-launch of 44 companies, resulting in double and triple-digit growth for every client served. He’s also author of Marketing-Playbook, 102 Proven Strategies to Grow B2B Sales and 99 Questions to Jump Start Your Partner Channel Brain. John thinks all the talk of a radically new B2B buyer journey is overblown. The process hasn’t really changed all that much, he says in this interview. He has provocative thoughts on what content really motivates buyers.

Follow John on Twitter.

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About Your Host

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 10/28 at 04:32 AM
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Sunday, October 05, 2014

FIR B2B #17: Sandy Carter on What Separates Pacesetting Companies From the Rest

FIR B2BPaul is solo again this week. In this episode:

News & Trends

A post titled “7 Web Design Trends That Are Outdated” on the Conetix blog covers many of the worst practices in B2B websites: boring stock photos, pointless oversized banners and (worst of all) auto-play videos.

Don’t short-change your video production by limiting it to a video platform. Many people would rather read or listen to your content than watch it, so give them a choice. “What to Do When Your B2B Video Marketing Doesn’t Go Viral” from the Online Results Blog by Whittington Consulting has some excellent ideas. Also check out Knowledge@Wharton for an excellent example of how to use multiple media together.

Kristen Vaughn took away some lessons for B2B marketers from the HubSpot Inbound 2014 conference and she shares them on the KOMarketing Associates blog. Malcolm Gladwell urged the audience to “be a deeply disagreeable person,” meaning have the courage to disagree. Matevz Klanjsek of Celtra likens prospecting to courtship. If you keep inviting people to “learn more,” they won’t.

The Content Marketing Institute (CMI) and MarketingProfs have just released their latest annual report on the state of B2B content marketing. Satisfaction with content marketing programs continues to be frustratingly low.

Vanessa DiMauro’s Big List 2.0: The Top 106 B2B Online Customer Communities is a terrific resource for marketers who want to find a community or who run one. If you’re a community manager, make sure you’re included.

Special Guest: Sandy Carter

Sandy Carter’s name is synonymous with the term “social business.” The 25-year IBM veteran has long been one of the company’s most prominent advocates for the use of social media, and she’s an accomplished practitioner with nearly 30,000 followers on Twitter. Sandy is the author of three book, including the the bestselling “Get Bold” in 2011. Her awards include: “Brand Leader of the Year” from the World Brand Congress, “Top 10 in Social Media” from Altimeter Group and Fast Company’s “Most Influential Women in Technology.” She was also named one of the “Ten most powerful women in tech” by CNN magazine.

Sandy is currently General Manager of Ecosystems, ISVs and Entrepreneurs at IBM, a role that has her working with many born-on-the-Web startups. She joined us for this interview a day after launching Digital.nyc, an online hub for New York technology entrepreneurs. Sandy talked with us about the latest IBM Tech Trends Report, which found that leading companies are embracing cloud services, leveraging partnerships for speed and innovation and adopting social business principles.

Visit Sandy Carter’s blog.Get this Podcast:

About Your Hosts

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

Allan SchoenbergAllan Schoenberg is based Vice President, Corporate Public Relations and Communications at TIAA-CREF in New York. As part of the firm’s Enterprise Communications team within Marketing, this role helps the team drive firm-wide corporate communications, employee communications, reputation and crises management, social media, CEO positioning and public policy communications. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide, Fleishman Hillard and CME Group..

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 10/05 at 06:27 AM
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Wednesday, October 01, 2014

FIR B2B Extra: How Spiceworks Breaks the Media Company Mold

FIR B2B

Founded in 2006, Spiceworks broke the mold in both the software and media businesses. The company gives away a valuable systems management software package and monetizes the business through its large and active community of information technology professionals. Sponsors can buy their own outposts in the community, as well as the usual assortment of advertising vehicles, but they’re also encouraged to sign up their own employees to participate in discussions along with the members. Salesmanship is strictly prohibited in discussions and technical exchanges, and the staff at Spiceworks constantly coaches its marketing clients in how to be better community members.

Paul attended the annual Spiceworld conference in Austin last week and caught up with Spiceworks co-founder and COO Jay Hallberg for an update on the community and some tips on how marketers can build relationships with Spiceworks’ 3.2 million members.

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About Your Hosts

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

Allan SchoenbergAllan Schoenberg is based Vice President, Corporate Public Relations and Communications at TIAA-CREF in New York. As part of the firm’s Enterprise Communications team within Marketing, this role helps the team drive firm-wide corporate communications, employee communications, reputation and crises management, social media, CEO positioning and public policy communications. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide, Fleishman Hillard and CME Group..

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 10/01 at 06:01 AM
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Sunday, September 21, 2014

FIR B2B #16: How ANSYS Turned More Than 100 Tech Experts Into Bloggers

Paul anchors the podcast solo this week. In this episode:

News & Trends

An EMarketer study  finds that B2B content marketing efforts are overly focused on lead generation at the expense of thought leadership. It’s a good point. Content marketing is rarely as effective at the lower reaches of the funnel as it is in the early stages. You can measure ROI even at the top of the funnel, but you have to know the lifetime value of your customer.

The Buyer Persona Blog cites a recent study by the Information Technology Services Marketing Association that found that 44% of marketers think buyer personas are important but only 15% think they use them effectively. It underlies the point that buyers aren’t demographic statistics; they’re people. If you aren’t in contact with them, you can create profiles but not personas.

A new study from PricewaterhouseCoopers (PwC) indicates that most senior executives still rely more on intuition than data when making big decisions. This echoes another survey earlier this year that found that 61% of US business decision-makers believe that human insights should precede hard analytics when making decisions. This is another argument for getting to know your customers as people. Data is only one part of the decision-making picture.

A post on the Marketing Craftsmanship blog cites research that illustrate the new reality that buyers research decisions exhaustively before contacting a sales person. Content marketing is supposed to address this problem, but it doesn’t work if you just use it to blast marketing messages. Less is more. Listen and respond.

Special Guest: Sandy Adam

Sandy Adam is Social Media Marketing Manager at ANSYS, a maker of sophisticated modeling software, and a big fan of social media marketing. When she arrived at ANSYS, the company’s blog was lightly trafficked. A survey showed that customers wanted more technical information. By enlisting subject matter experts (SMEs) as contributors, celebrating their successes and providing support and editing, Sandy has succeeded in making the blog the source of nearly half of the traffic to the ANSYS website. More than 100 SMEs have contributed.

Follow Sandy on Twitter. Get this Podcast:

About Your Hosts

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

  • .(JavaScript must be enabled to view this email address) or connect with him on Twitter: @pgillin

Allan SchoenbergAllan Schoenberg is based Vice President, Corporate Public Relations and Communications at TIAA-CREF in New York. As part of the firm’s Enterprise Communications team within Marketing, this role helps the team drive firm-wide corporate communications, employee communications, reputation and crises management, social media, CEO positioning and public policy communications. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide, Fleishman Hillard and CME Group..

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 09/21 at 05:56 AM
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Monday, September 08, 2014

FIR B2B #15: How Adobe’s CMO.com Uses Curation to Build Thought Leadership

FIR B2BPaul again anchors the podcast solo this week. In this episode:

News & Trends

Google has pulled the plug on authorship, its once highly touted initiative to tie author identities to search results. Considering how heavily Google promoted this initiative a couple years ago, this about-face looks deceptive or, at best, clueless. Is Google taking its users goodwill too much for granted?

The title of Chris Abraham’s recent Biznology post is great - “Google is a lying liar that lies” - but the message is serious. For all of Google’s PR about how smart its search engine is, not that much has really changed

LinkedIn eliminates premium fees for SlideShare in a move we don’t see too often these days: a vendor giving money back to its customers. Meanwhile, the new campaign for LinkedIn’s lead management system points to its aspirations to be a force in the CRM market.

Starwood features customers in a new $30 million ad campaign, showing that at least one hotelier has caught on to the idea that customers make decisions on factors that go beyond amenities and clean floors.

HubSpot has filed for an IPO, further validating its vision of inbound marketing as a powerful lead generation force.

Special Guest: Tim Moran, CMO.com

Our special guest is Tim Moran, editor of CMO.com. A 25-year-veteran of the electronic media and former Editor in Chief of EETimes.com, he brings a journalist’s instincts to a content marketing vehicle. CMO.com started as a curated collection of online content for marketers, but as the site has grown it has added a steady stream of original content as well. While Adobe uses CMO.com to build thought leadership, it maintains a strict church-state separation between ownership and the editorial product. Adobe doesn’t even have access to the 30,000-name newsletter mailing list. The key to CMO.com’s success is a tight focus on the reader, Moran says. That’s second-nature to a journalist, but not something that all marketers understand instinctively. Learn how to use CMO.com and even how to contribute to the site in this interview.

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About Your Hosts

Paul GillinPaul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

Allan SchoenbergAllan Schoenberg is based Vice President, Corporate Public Relations and Communications at TIAA-CREF in New York. As part of the firm’s Enterprise Communications team within Marketing, this role helps the team drive firm-wide corporate communications, employee communications, reputation and crises management, social media, CEO positioning and public policy communications. He has more than 20 years of experience in B2B communications, including his work for Accenture, Edelman Worldwide, Fleishman Hillard and CME Group..

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at .(JavaScript must be enabled to view this email address). If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all podcasts in the FIR Podcast Network, subscribe to the “everything” RSS feed. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

FIR B2B is brought to you with Lawrence Ragan Communications,serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Paul Gillin on 09/08 at 11:32 AM
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