Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
May 22, 2000

Targeting B-to-B News Junkies: Experient Technologies

SUMMARY: No summary available.
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.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.