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Product Overview

How quickly can an organization rewrite the way a B2B industry functions? The cofounders of Greentech Media introduced a business model from the telecommunications space to green technology, led digital content distribution as an industry innovation, and quickly became the most visited solar content website online. In doing so, this B2B online media and research company learned that the nascent nature of the industry required its business model, its marketing, and its sales team to adapt to accommodate a dearth of institutional knowledge. Using e-mail newsletters and social media, the marketing manager says of the company's approach: "technology and marketing are the same thing now."

Learning Objectives

Students must first consider how the differences between the telecommunications and green technology industries affected the structure of Greentech Media’s business, and hence, its communications strategy. This B2B company utilizes technology for both efficiency and innovation, from digital content distribution and online event registration to e-mail marketing and online webinar sponsorships. Other useful components of the case to consider include the most efficient organization of the marketing team, which parts of the website to prioritize as key assets and why, the use of social media such as Twitter as a marketing tool, how to drive website traffic, and also content marketing.