ViewPoint

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Social media ROI sucks! (Or, you can prove anything if you send out a survey)

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Social media marketing is now precariously ensconced as a more-or-less mainstream marketing channel. Companies try to dutifully engage with customers and prospects on all the main social channels, plus as many of the secondary ones as possible. After all, content is the “fuel” that drives the social media engine, right?

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CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

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Once CMOs have undertaken the research necessary to understand their target buyers, they need to socialize the findings throughout the organization so a truly customer-centric understanding and approach can take hold. For further inspiration, see how Kinaxis set itself apart in the marketplace using content (and social media).

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PowerViews with Jonathan Farrington: Stay Focused

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The Role of Marketing Automation & Social Media. Click to start video at this point —Asked whether marketing automation and social media should be within the realm of marketing only, Jonathan affirms their value for sales. The next PowerViews will be with Jeff Ernst of Forrester Research. Top Sales World.

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PowerViews with Jeff Ernst: Marketing & Sales Must Work Together

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In this second episode of PowerViews, I have the pleasure of talking with Jeff Ernst who provides advisory services to CMO and marketing leadership professionals as Principal Analyst at Forrester Research. Jeff joined Forrester after spending 20 years in sales and marketing. Marketing: Be provocative and make social media systematic.

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The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

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In the same blog he goes on to quote Forrester’s Laura Ramos: In earlier studies, Forrester found that at least half of B2B marketers surveyed did not have well defined L2RM processes or failed to follow the ones they did have in place for activities like lead scoring, nurturing and recycling and management.