Targeting B-to-B News Junkies: Experient Technologies

Marketing Objectives: Richmond, VA-based Experient provides interactive training (a.k.a. “e-learning”) solutions aimed and healthcare and financial companies, where word of mouth is key. “We work on almost 30% referral,” says Carol Weiss, VP Communications. To get its name (and URL) dropped into more conversations, the company has focused a large number of marketing efforts into on-and offline news and information media.

Web Site News: “The number one place that people visit on our Web site is news.” Knowing that, Experient regularly adds press releases and other info to its news page. This is especially important for companies still in the VC funding stage, when many site visitors are financial researchers and potential partners. “Every new piece of business and every deal, I make sure I keep them posted on the site,” says Weiss. “On the Internet, every company is its own news organization.”

Offline Marketing: Advertising in business/news print media also helps drive executives to Experient’s Web site, according to Carol Weiss, VP Communications. The company spent $50K to be part of a May 2000 Fortune Magazine advertising supplement on e-learning. Many ad buyers avoid such supplements because they lump together direct competitors targeting the same niche. But younger companies can benefit from association with more established players. “We wanted to be in there, with our big competitors,” says Weiss. “It helps to put us in the game.”

Upcoming: The company in June will also launch a 3-month campaign targeting business travelers via Ziff-Davis’ Sky TV in-flight “Bunting’s Window” technology updates. The company’s 2-5 min. spot will run aboard US Airways, United Airlines, and TWA, for approx. $6,000, Weiss tells us. “This is a targeted, business-class audience, and they’re pretty captive,” she adds.