It’s funny how marketing technology products get pigeon-holed into one specific functional area. For example, marketing automation gets put into the hands of the demand generation team but many groups across the organization could benefit: product, customer success and customer service included. I’m sure some forward thinking companies use this product in a cross discipline way but the majority stick to a typical use case—find lead, nurture lead, pass to sales.
You should probably be Tweeting more at work. And that’s just the beginning.
If you’re a professional who’s excited about spending time capturing value on the social web, then you’re familiar with people questioning whether it’s a serious and worthwhile way to spend time at work. In just a few years, in the rear view mirror, time spent waiting to jump into the social web will be seen as opportunity lost.
Take, for example, the fact that even #POTUS leverages social media for the State of the Union. Obama advisor Dan Pfeiffer said “To not have an aggressive social media strategy in 2015 would be the equivalent of not having an aggressive TV strategy in the 1950s. We have to go to where the conversations are already happening.” (Found and quoted by Pete Blackshaw.)
As a veteran B2B marketer, I’ve seen demand generation trends and tactics come and go all with varying degrees of efficiency. I know how to use retargeting, email marketing, events, PPC, SEO and content syndication to scale sales leads for large and small organizations. Until now, I never got the impact of B2B social demand generation.