When your business is about selling complex technology products to business buyers, some people are sceptical about the relevance of social media. But there are huge differences between the social media platforms and who uses them. LinkedIn is unashamedly a business to business platform, optimised for people who want to build business relationships.

All great marketing is based on one thing: customer insight. The more you (and your marketing people) can see the world through your customers’ eyes, the more your marketing will be tuned in to their priorities.

When you have limited time and resources to dedicate to marketing, it pays to focus on things that will really make a difference. Near the top of the marketing priority list is a good set of customer success stories or case studies.