Summary
Business marketers hole up to produce boatloads of content that customers and sales seldom see and value little. Determined to do better, HP social media managers engaged experts who work daily with customers to develop relevant marketing content grounded in true client need and real-life business issues. By combining podcasting with blogging and traditional tech-media syndication, HP now validates its messaging via an extensive buyer audience review process that yields vetted, relevant content that HP marketing can deploy in its ongoing sales and marketing efforts.
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