IT products and services are typically bought by committee. Your initial sales presentation will usually be made to a group that includes middle management, technical staff, and an end user representative. While top management usually does not attend the presentation, top management’s support is necessary to close the deal. Successful marketing communications must address all these groups.
That is why new media are so well suited to IT marketing. Company blogs offer an opportunity not just to talk to your customers, but, more to the purpose, they offer your customers the opportunity to talk to you. It is precisely the interactive quality of new media that makes it so valuable. Customers and prospects who post comments on company blogs are engaged, and that is critical to building a relationship.
Employee blogs are powerful, because they offer customers and prospects a chance to communicate directly with the individual in the company they need to speak with. Software developers can receive direct feedback. That is why it is best to have many different employee blogs, as this will reinforce the view that your company is a collection of individuals who are committed to the products and services that your company provides.