1. Don’t let clients engage in social media without them knowing why.

Too often, B2B companies see social media as simply creating a Facebook page, adding a Twitter account or uploading videos to YouTube. It’s our job to help them see the big picture. Identifying key objectives, understanding customer behavior and devising a detailed strategy are paramount to any successful marketing initiative, so why shouldn’t that apply to a social media campaign?

2. Create measurable metrics for all social media activities.

Once upon a time, social media was seen as the “immeasurable medium” that offered no identifiable metrics, therefore making it impossible to calculate ROI. Those days are history. With tightened budgets and uneasy executives making marketing decisions, creating quantifiable metrics and demonstrating ROI can make the difference between a successful social media campaign and one that never gets off the ground.

3. Move beyond email marketing.

I won’t go as far as saying that email is dead, but there is an oversaturation of email marketing in the B2B space. What was once an affordable, fairly simple form of advertising has deteriorated into a spam-ridden vehicle utilized by many and read by few. So what’s next? SMS advertising? Social search marketing? Online video sponsorship? How about a return to direct mail now that the receipt of a letter has become a rarity?

A logo and identity program designed by Koroberi, Inc., a full-service B2B marketing agency ranked as the #2 Small Agency in America for 2009 by BtoB Magazine, was recently recognized for the best logo and identity program in the “Your Public Image” contest at the South East Strawberry Expo in Durham, NC. The campaign, designed for the Waller Family Farm, was praised for striking a balance between the farm’s rural appeal and the modern aesthetic found in today’s mainstream designs.

Located in Durham, North Carolina, the Waller Family Farm has been owned and operated by the family since 1943.The farm offers visitors a momentary respite from the bustle of everyday life and the chance to pick strawberries while interacting with the occasional cow, chicken, pig or goat.

“Koroberi did a great job of capturing the essence of our farm and we’ve always been appreciative of the help they’ve given us over the years,” said Mark Waller, owner of Waller Family Farm. “People have always said nice things about the logo and we are honored to receive this recognition given by fellow strawberry growers.”

Just a short drive from the Koroberi headquarters, Koroberi employees have spent numerous afternoons harvesting fresh strawberries in the fields of the local family farm. The agency’s work with Waller Family Farm is yet another example of the agency’s commitment to supporting farm stewardship and the local food movement.

“Koroberi and the Waller family have worked hard to preserve the rural character of our area,” said Kathryn Olive, president of Koroberi. “We could not be happier to share this award with the Waller family and we hope that it builds awareness for the farm and everything that it contributes to our community.”

For media information on Koroberi, Inc., please contact Samantha Devine by telephone at +1 919.945.5566 or by e-mail at samantha@koroberi.com.

About the North Carolina Strawberry Association
Since 1999, the North Carolina Strawberry Association has been presenting awards annually to growers and others who have made significant contributions to the strawberry industry in the state and the region. These awards have always included a “Grower of the Year” award (indicated below with an asterisk). Awards are also made to suppliers to the industry, extension agents, university extension specialists/research, and others whose work has provided great benefit to the industry. If you are interested in nominating an individual, company, or other entity to a future award, contact any member of the NCSA Board of Directors or email NCSA.

About Koroberi, Inc.
Koroberi, Inc. is a full-service marketing firm serving the strategic, creative and tactical marketing needs of a diverse list of business-to-business clients. Ranked among the top 100 business-to-business agencies in the country in 2007 and 2008 by B2B Magazine, Koroberi was also named by the Triangle Business Journal as one of the region’s top three interactive agencies. In addition to its marketing services, Koroberi also provides research and technical communications services to a range of global business-to-business industrial firms. The agency is based in Chapel Hill, North Carolina, adjacent to the state’s Research Triangle Park area, with an office in Brooklyn, New York.

Koroberi, Inc. recently updated the design, layout and content of the MegaWatt Solar web site. MegaWatt Solar, a technology-centric renewable energy company committed to delivering scalable solar power generation systems with a low carbon footprint to the utility market, enlisted Koroberi to help create a more attractive, intuitive site that reinforces the unique benefits offered by the forward-thinking company.

Already members of the North Carolina Sustainable Energy Association (NCSEA), Koroberi’s work with MegaWatt Solar is another example of the agency’s dedicated commitment to sustainable energy and the environmental future of North Carolina and the country.

For media information on Koroberi, Inc., please contact Samantha Devine by telephone at +1 919.945.5566 or by e-mail at samantha@koroberi.com.

About Koroberi, Inc.
Koroberi, Inc. is a full-service marketing firm serving the strategic, creative and tactical marketing needs of a diverse list of business-to-business clients. Ranked among the top 100 business-to-business agencies in the country in 2007 and 2008 by B2B Magazine, Koroberi was also named by the Triangle Business Journal as one of the region’s top three interactive agencies. In addition to its marketing services, Koroberi also provides research and technical communications services to a range of global business-to-business industrial firms. The agency is based in Chapel Hill, North Carolina, adjacent to the state’s Research Triangle Park area, with an office in Brooklyn, New York.

Decision time: there’s a sale on a GPS at what seems like a decent price. There are bold, red letters letting me know that this item runs a “high sellout risk.” Do I pull the trigger? Not quite yet.

I need to hear the experience of others. I want to know first-hand if someone is pleased (or displeased) with their item. First I check the reviews on the site. Then I try the reviews on Amazon, followed by a quick Google search for other opinions. Finally, I check the warranty and return policy and, if comforted by my findings, make the purchase. If a $200 GPS warrants this amount of research, I can’t imagine the effort put into making purchases in the thousands or higher.

I’m not the only one that likes to hear it straight from the horse’s mouth. I was recently speaking to a client who commented that customers are always asking for first-hand examples of the company’s capabilities in specific target markets. This particular client’s sales staff, however, was hesitant to ask their customers for a short testimonial or participation in a case study.

This unwillingness to share customer information is understandable, though it can’t be the end of the discussion. The biggest hurdle is the ladder of buy-in. It’s our job as PR and marketing professionals to support the internal marketing team in communicating the importance of the satisfied customer voice. We need to get the sales staff and their supervisors on board and ensure that they understand the powerful influence that a testimonial can have. We’ve seen success through internal communications and reward programs that incentivize staff to push just a little harder to get customers to participate.

Case studies and testimonials are marketing gold. They allow a company to showcase a success story while controlling the content. A case study, unlike unmoderated, user-driven content, ensures a positive message that is peer-driven and promotes sales.

Not only is a case study handy in the sales room - it’s also a key part of a PR professional’s toolkit. It’s like an Ace up my sleeve – if an editor is hungry for content, a case study is almost always a welcome addition to any publication or web site. If customers are looking for case studies in the dealership, they’re most certainly looking for them in magazines or online. We can always squeeze a few more placements out of a case study, use the selected images or pull quotes for an upcoming editorial piece.

When looking to create a piece of collateral, it’s advantageous to produce something that has almost infinite uses. The case study, applicable in the salesroom, the boardroom and the newsroom, is that piece of the puzzle that reinforces the high level of quality, service and support that are the foundation of a brand.

It seems that North American trade press has been hit even harder than mainstream news. What’s the future of B2B communications while print flounders?

For many, the answer is a move to digital media - whether by offering an optional digital format of the magazine or a full-service Web site that includes articles, blogs, comments and news feeds. Content that is consistantly updated in real-time is the lifeblood of these sites and has become integral to the SEO strategies of companies fighting to maintain relevancy in a saturated online market.

The move to all-digital formats makes sense for many of these publications. After all, many of their readers are stationed at a computer or near their Blackberry/Palm/iPhone most of the day, so a digital media form makes sense.**

In order for these endeavors to succeed, these publications will have to become integrated; that is to say, it will likely have to go above an offering of a .pdf version of a magazine.  These sites should become the “hub” for their readers; a place where content is shared, readers become part of the conversation and remain engaged and informed. for digital magazines and Web sites for many of these trade publications.

Among all trade publishers, Reed publications have generated arguably the largest online media presence. Many have adopted not only a digital format (which I’m thankful for, on behalf of trees and my recycling bin), but also blogs, vlogs, Twitter and Facebook accounts. They saw the writing on the wall, got creative and adapted at a breakneck speed, exceeding the expectations of many. These sites do not behave like stereotypical, flat B2B trade pub Web sites – they are dynamic, interesting and content-rich. What more could you ask for?

I have faith that these publications, bolstered by their web-savvy editors, will emerge from the chopping block even stronger than before. I hope that investors can see the value in these publications, the bargain price they’re going for and, moreover, the influence and respect they have in their respective markets. To all of the editors that we have worked with here at Koroberi, we will see you on the flip side – and be sure to comment on your blog.

*(including the construction units Reed Construction Data US & Canada and RS Means, entertainment units Variety, Marketcast, LA411 and Buyerzone)

**I did see a few copies of a familiar B2B software magazine at the gym a few weeks ago, where admittedly reading from a screen is a bit difficult.

Koroberi, Inc. announced that it has joined the North Carolina Sustainable Energy Association (NCSEA). NCSEA is a non-profit organization comprised of individuals and businesses committed to creating a sustainable future based on renewable energy and energy efficiency.  Through education, public policy and economic development, the NCSEA works to ensure a sustainable energy future for North Carolina.

As a member of NCSEA, Koroberi becomes part of the leading organization for energy policy in North Carolina. Koroberi stands at the forefront of NCSEA’s goal of laying the foundation for a green economy that will retain or create tens of thousands of jobs in manufacturing, building retrofits, new construction, renewable energy and energy efficiency industries by providing incentives and requirements for the greater use of sustainable energy solutions.

“Joining NCSEA is only a small part of Koroberi’s commitment to sustainable energy and the environmental future of North Carolina,” said Kathryn Olive, president of Koroberi. “As a North Carolina-owned business, we recognize the significance that NCSEA could have on both our state’s environment and economy. We are dedicated to remaining environmentally conscious and are proud to be a member of NCSEA.”

For media information on Koroberi, Inc., please contact Samantha Devine by telephone at +1 919.945.5566 or by e-mail at samantha@koroberi.com

About Koroberi, Inc.
Koroberi, Inc. is a full-service marketing firm serving the strategic, creative and tactical marketing needs of a diverse list of business-to-business clients. Ranked among the top 100 business-to-business agencies in the country in 2007 and 2008 by B2B Magazine, Koroberi was also named by the Triangle Business Journal as one of the region’s top three interactive agencies. In addition to its marketing services, Koroberi also provides research and technical communications services to a range of global business-to-business industrial firms. The agency is based in Chapel Hill, North Carolina, adjacent to the state’s Research Triangle Park area, with an office in Brooklyn, New York.

Press Releases

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