NASHVILLE – Technology companies that sell into the global hospitality market are asking, "What's new in business-to-business marketing?"

The answer is, a maturing Micro + Visual trend that entertains and informs via newsletters, whitepapers, and short videos with pings of humor, says Julie Squires, CEO of Softscribe Inc., one of the industry's leading tech PR firms. Squires is attending the 8th annual Hotel Data Conference, September 6 to 8, 2016 at the Omni Nashville Hotel with a group of Softscribe Inc.'s best-in-class B2B clients.

"Hoteliers want to be entertained while they research the benefits of your company's technology solutions. When you apply visuals to your company's story, the message is more accessible," says Squires. As examples, she cites traditional deliverables her firm creates and then embellishes with the new visual format: Twitter, newsletters, white papers, and blogs.

Squires (pictured right) recommends B2B stories lead with a technology solution's benefits. She then suggests companies market these benefits on key hospitality channels and social media. "Use tradeshow hashtags - #hoteldataconf for the Hotel Data Conference - and as many visuals as possible. Tweet your news, and insights from your company's CEO," said Squires. "Hoteliers desire a personalized, one-on-one experience in communication from technology providers."

Hotel Leaders Drive the Return to Civility

Squires also noted, "Hospitality does more to civilize our world than any other industry. Think of a favorite vacation, or a special wedding, family reunion or business meeting you enjoyed. Chances are it was held at a hotel or resort."

The challenge for hoteliers now, Squires believes, is to create an environment that is both inviting to and protective of guests. "Recruiting security personnel through hospitality and concierge associations may be one way to ensure the right kind of candidates fill this important guest-facing role," says Squires.

Softscribe Inc.'s team will attend the 8th Hotel Data Conference in Nashville, TN, September 6 through 8th. Please give us a shout at mbs(at) or 404.256.5512 to schedule a meeting. See you in Nashville, and travel well.

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About Softscribe Inc.

Softscribe Inc. is an award-winning tech PR firm that specializes in B2B public relations, branding and market consulting. We achieve significant business growth for tech companies that offer enterprise solutions to the hotel market and related industries. We generate the right messages for client sales audiences 100% of the time. Softscribe Inc.'s professional team surpasses expectations with an average 19 years' industry experience in branding, marketing and technology PR.We are proud of our best-in-class clients and are ready to help you, too. Please give us a shout now, or visit

Julie Keyser-Squires