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What could sound more selfless and altruistic than the “sharing economy?” You know, where Airbnb helps you share your apartment and Uber helps you share your car?

 Except that sharing isn’t exactly an accurate word to describe the exchange of goods and services that occurs when Airbnb helps people book a private room or Uber helps someone hail a ride in a private vehicle. As a technical marketing writer, that got me thinking.

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What does being in Business Development at an agency encompass? How do you measure success and how can this role provide value to companies far before they ever become clients?

These are just a few of the questions that I’ve asked myself in the six years I’ve been dedicated to a career in agency business development. During this time, I’ve learned a lot about what it takes to create something from nothing, how to turn a question into a conversation and how to get to the root of the “problem” before approaching potential solutions.

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“If we had to pick one key theme that has emerged from this year’s B2B research, it would be this: If you want to be more effective at content marketing, document your strategy.”

This introduction to the 2015 B2B Content Marketing Trends report by Joe Pulizzi and Ann Handley nails it. B2B marketers know first-hand that the right content timed to the customer journey where and when they want to consume information is the path to engagement (a.k.a. affinity, demand gen, sales). But is it the starting point?

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 Vine, the 6 second video loop has long since established itself as a serious contender in your social media toolkit. And for B2B marketers, in your socialized event strategy. Why? Because people like visual interactions, and events offer a ton of opportunity for attention-getting video. This converts to higher engagement, affinity and leads with audiences that have the same interests as you or your brand, whether at the event or tuning in virtually on Twitter. People also have short attention spans so 6 seconds is a great match to fly in for a quick snack to whet the appetite for more content.

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A significant component of lead gen programs (which help generate new customers for your business) is the practice of including forms on your landing pages. Lead gen forms present a key opportunity to collect information on your potential customers. The information you collect can be used to nurture the relationship, until they (ideally) become an actual customer.

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Though email marketing may seem like a holdover from the era of Netscape and Windows Me, in fact it’s healthy and growing stronger every day. Why is that important news to tech B2B marketers?

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There's no doubt about it, we're in fast-paced industry. Technology moves quickly and to stay ahead of our B2B tech clients and their various industries, we have to go even faster. On one hand, it keeps things interesting, but how can we stay productive and get everything done while still trying to achieve balance?

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In B2B, and most certainly, tech B2B, slide presentations are everywhere. Organizations use them to guide meetings of all types: internal team meetings, sales meetings, stakeholder meetings, not to mention product roadmaps, strategic plans and quarterly business results. If you're in marketing, you likely live and breathe PowerPoint, just like I do in my day to day work. How do you create presentations that ensure you, the presenter, are leading the discussion, rather than being led by the deck? 

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I attended the SEMICON West conference in San Francisco this week to provide on-the-ground social media coverage for one of our semiconductor industry clients. It’s easy to get caught up in the flurry of activities at a conference, but that’s all the more reason to ensure you are prepared ahead of time!

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If not, should it? When writing for social media and other channels, I’ve always believed that people behave and write differently depending on the publishing platform (professional for LinkedIn, casual/personal for Facebook etc. ) to reflect different aspects of their personality and to ensure that their audience is engaged by content that speaks their language. With the trend of brands interacting with their customers in a more personal and authentic way, adjusting the tone and language of your brand to fit a specific channel is an effective way to create a conversation with your target demographic. 

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