IBM takes "decentralized" approach to promoting thought leaders

03/11/2013 |

Any IBM employee can vie to become one of the company's "Forward Thinkers" and become involved in the company's B2B marketing efforts, Brooke Howell writes. "Instead of sticking to tightly controlled, highly polished messages handed down by a team of professional marketers, IBM instead elected to decentralize its social media and content marketing," she writes.

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