Four Case Studies: How These (Very Different) B2B Organizations Are Succeeding With Social Media

Marketing Profs, November 3, 2009 — The Web is awash with articles exalting the benefits of social media, so it's more than a little ironic that B2B marketers still find themselves searching online for social-media information that speaks to their unique needs and challenges.

Even though B2C companies get the lion's share of coverage, B2B organizations of vastly different sizes and in various industries are making striking gains in employing newer Web technologies to increase their market share and solve revenue challenges.

Developed especially for B2B marketers, this article provides social-media case studies for companies ranging from industry veterans SAP and BusinessWeek to newer and smaller firms Equation Research and Radian6.

As a bonus, the marketers behind each winning effort... continue reading

Marty Homlish Knows Why CMOs Don't Last†

If You're Not Embedded Into Corporate DNA, You'll Never Succeed, He Says

Advertising Age, April 7, 2008 — Martin Homlish is a rare breed of CMO who can measure his tenure in years, not months. Following 15 years at Sony, where he led, among other things, the launch of PlayStation, Mr. Homlish joined SAP, a business-software company, in June 2000.

Nearly eight years later, as global chief marketing officer of SAP AG, president-CEO of SAP Global Marketing and corporate officer of SAP Group, he is leading a company whose brand value was $10.9 billion in 2007, up 77% since the year he came aboard, according to BusinessWeek/Interbrand annual brand rankings.