IBM's Forward Approach

In April, an unusual event will happen in the digital world. IBM will take Forward View - its e-newsletter for small to mid-sized businesses - offline to garner readers to who prefer to sit on the train and read. "It makes us channel agnostic," says Leslie Reiser, program director for worldwide interactive marketing for small and medium businesses. "It's all about the content."

The publication will likely include business partner ads or promotions. "Our go-to-market strategy is very much through our channel partners," she adds. "We rely on them: They're a strong extension to our sales force."

Users will receive the same editorial content, with a link back to Forward View for a richer experience. But versioning by industry and customer size is possible down the road, Reiser says.

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