Roundtable Q+A

An ANA panel of B-to-B marketers discuss their current and planned use of social media platforms, with Eduardo Conrado, Vice President of Global Business and Technology Marketing and Communications of Motorola, Inc.; Dawn Dimartino Vice President, Marketing Programs & Analytics of Iron Mountain Incorporated; and Jeff Podjasek Director, Integrated Marketing Communications of Allstate Corporation.

Roundtable Q+A

As a b-to-b marketer, Eduardo Conrado of Motorola isn't about to idly stand by while the company's customers and prospects increasingly embrace online videos, blogs, interactive white papers, e-zines, and other new media platforms. Following suit, the company has been shifting its marketing mix from traditional to online media – more than 50 percent of Motorola's current communications spend is online. The strategy has resulted in more efficient spending, better tracking of leads for conversion to sales, and improved ROI, among other key objectives.

“Our experience with new media platforms, as with any media platform, is that you...

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