As mentioned in an earlier post - I am a "newbie" to marketing for technology and my learning curve has been steep on several levels. Let's just cover the first three letters of the alphabet!
A. The cobbler's kids DO have shoes - in marketing at Aprimo, we absolutely use the marketing operations software that we sell, so there's that to learn.
B. My charge is media relations and social media and although I rely heavily on social media in my personal life, I have been skiing uphill when it comes to learning about everything social media optimization can do for business - luckily - we have shoes for that here, too with our newest product, Aprimo Marketing Studio.
C. I would be remiss if I didn't mention forging relationships with the colleagues who instead of having pictures of their kids and families in their cubes, have pictures of princess Lea (is that her name? the one with the two sticky buns on her head??) and who can do a better Yoda impression than Yoda himself. Yeahhh....there's that.
I could dwell on C for awhile here...but we'll save that for a later post, so let's cover B.
My title is Media Relations. Mind you, I have not technically worked in Media Relations hands-on in over 5 years and in that time...how to send a release, the timing of them, the web wire services that now exist, far exceed what I was doing "back then." But what really amazes me is the science behind social media and word or should I say...world of mouth marketing. The true chemistry of the formulas built behind social media applications is amazing for garnering marketing results.
Much of this I have learned while playing around with our new Aprimo Marketing Studio product. I have read a lot of articles and speculation around whether or not social media is a fad. Check out this video....and cast your vote - I will be keeping tally..here to stay? or trend for the day??
It’s been just a little more than three months since I decided to shut down my marketing services company, jump back into my pumps and back into the proverbial hot seat of a high-tech CMO. It’s been just a little over a month since joining my new company, Aprimo.
What is going on in the Marketing Automation space, let alone here at Aprimo, is just too exciting not to jump in. Name it. Budgets are slashed so B2B and B2C marketers are flocking to improve pay per click management, organic search, social media and blogging to reach new prospects and consumers at a fraction of the cost.
Guess what happens when marketers flock? Innovation occurs. And as B2B marketers try to scale and B2C marketers try to entice...CMOs like myself are looking to automate not populate to get more personal and more relevant with their marketing strategies and tactics.
Enter Aprimo. Our flagship product, Aprimo 8.5, automates the hard work of marketing -- budgets and financial planning, mass amounts of digital assets as well as integrated, multi-campaign management. Our new product line, Aprimo Marketing Studio, offers a suite of software as a service applications for interactive marketing -- including the blog I'm writing...as well as microsite tools, pay per click management and social media optimization.
So as Aprimo's CMO -- my team and I get to innovate our own marketing efforts -- and those of some of the most savvy marketers on the planet.
Can you blame me for jumping back in? Come join me -- let's talk about how we can innovate together.
That is the question..... Everyone's doing it, right? But, a lot of the research out there says it's not effective for B2B! But, everyone's doing it.....so what's the answer???
This is a tough one, as social media can be a great way for industry thought leaders to get their thoughts out. But, how do you get to the right audience, and how do you know you're there?
A lot of research is showing that companies who blatantly tout product are losing credibility in these online social circles.
So, how do you balance the power and the immediacy of the web, and still accomplish a true marketing objective?
Look at organic search. Look to blogging. If you build the right keywords into your online conversations, you can actually help your organic search results. It's the new social media optimization. And, if you talk about issues that your customers and prospects care about, you can begin to gain a following.......maybe, just maybe, if you approach it the right way, you can turn social media into a valid marketing vehicle.
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