B2B External Communications: How IBM conveys the value of complex products, spotlights innovative employees and entrusts employees with social media

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B2B companies often face a struggle with communications to the outside world. Regularly, products or technologies are shrouded in secrecy with an occasional blimp on social media. Watch this excerpt from &THEN, DMA's annual conference, with Jon Iwata, Senior Vice President of Marketing and Communications, IBM, to discuss how B2B companies can have a voice in a consumer world.