Business-to-business marketing presents countless challenges for today's marketer. Allow us to present a few brands that have not only been successful, but have even been able to successfully implement a user-generated content experience.
Xerox launched Chief Optimist in the Apple App Store in November 2012. The application is essentially a digital publication that targets senior decision makers at large enterprises. The publication features content from influential customers and business stalwarts from around the world.
Google & Salesforce.com
User-generated content is nothing new. It is an ancient tactic, and let’s face it, it is not that hard to implement. The hardest part of deploying a user-generated campaign is that it takes time, and you have zero control of the users.
Google and Salesforce.com have done a wonderful job of allowing their customers to tell their stories in the forms user-genearated success and failure stories. Whether you are looking for new ideas or you are trying to find solutions to problems, it can be done by entering their moderated communities.
Marketing those communities and drawing users in to create the content is a completely separate accomplishment that calls for a future blog post.