Earlier this month, Ronn Levine of the Specialized Information Publishing Association (SIPA) covered the ASBPE webcast on connecting with B2B readers. You can check out an excerpt below, but head to the SIAA site for the full text,

By Ronn Levine

Andy Swindler, CEO of Astek and a longtime SIPA member and speaker, presented a webinar for the American Society of Business Publication Editors yesterday. The topic was Connect With More b2b Readers, so it obviously had implications for SIPA members as well.

Swindler’s premise was clear: There are enough tools now that you no longer have to guess at what content your customers—and potential customers—are most interested in. And then once on your site, they should do what you want them to do—whether it’s signing up for a free newsletter, clicking on ads, subscribing to a publication, or registering for a webinar or event.

Read the full article.